Nearbound Daily #577: 💰 Content, The Currency of Engagement

Nearbound Daily #577: 💰 Content, The Currency of Engagement

Ella Richmond 6 min

Welcome to the Nearbound Daily Newsletter—the #1 partnerships newsletter in the world keeping thousands of partner professionals on top of the latest industry principles, tactics, and trends. is a project of Reveal. Join the movement here.



Further > faster

The other day I was reminded of something my mom used to tell me: 

“Alone we go faster, but together we go further.”

In a conversation with Isaac Morehouse about nearbound marketing, Logan Lyles shared,


“To leverage partners in your marketing strategy, you have to create and distribute with them not through them.” 


Driving successful customer outcomes is not a solo project, nor is it a hierarchical endeavor.


Each department and individual chooses to collaborate as equals because, together, they realize they can go further.




Chris Walker on how he runs his content machine

Chris Walker, CEO at Refine Labs has a 3-person Marketing team that creates more content daily than most $100MM companies. 


And he shared exactly how he and his team are building their content machine.




1) Commitment

“You must be committed to executing on the right activities for a sustained period of time. Most companies fail at this because they do 3 podcasts and give up when they don’t get any ‘leads’.

Content is a long-term play. You can’t force creativity or building trust, and winning at SEO is not something that can happen overnight. The longer the content exists and the more content you create, the higher your returns will be. 



2) Identify your subject matter experts

“Provide forward-thinking, relevant information that your buyers *want*. Most B2B marketing content doesn’t hit because the person creating the content isn’t an expert and doesn’t deeply understand the buyer.”

You have three options: either you become a subject matter expert, you hire someone who has been in your customer’s shoes, or you partner with whom your customers trust.


The stories, tips, and best practices you produce need a source of trust attached to them, otherwise, you won’t be able to build brand authority, trust, visibility, or drive traffic. 



3) Content creation framework

“Put pillars in the ground that help you create content on a recurring basis. Example: we host TikTok Live every Tuesday and bi-weekly live Revenue Strategy events. These pillars create raw content. We have 3 total recurring pillars.”

The best way to start your content creation framework is by building a content pyramid:

  • Pillar content: start by collaborating on in-depth pillar content like podcasts, long-form articles, analysis of studies, or reports. 

  • Window content: Once you have your pillar content ready, then slide this into micro content for social, your blog, a guide, etc.—breaking down into snippets to maximize attention and reach. 

  • Events: They show measurable “fast” results like influenced deals, demos after the event attendees, etc. And is a good opportunity to showcase how you and your partner are working better together. 

More about the content pyramid in the Nearbound book. Get yours here



4) Post-production framework

“Create a framework to *quickly* edit raw long-form content & optimize it for each distribution channel. We publish recorded content within 24 hours, while big companies take 3 months to do the same thing.”


Build an open loop of feedback. Create a streamlined process to edit raw long-form content quickly and optimize it for distribution across various channels. 


Partners can help you too. If you’re launching a pillar piece of content, having a fresh pair of eyes willing to share some insights can help you enhance your content quality. 



5) Multichannel distribution


You can distribute your content through your social media platforms, email, or even on your company’s website, but most of the time you’ll be targeting the same people. What if you could expand your market? 


You have to distribute with partners, not through them. They are your allies in expanding your market, not a channel. 

“Content makes ZERO impact if your buyers don’t *consume* it. You must spend a lot of time in the DETAILS on each channel listening & engaging.”


As Jared Fuller puts it,

“Content isn’t just king. It’s the currency of engagement. The quality, relevance, and consistency of your content dictate your success in building and sustaining relationships.”


Learn more about nearbound marketing here.



Job opportunity: partner ops role

Kelly Sarabyn (Platform Ecosystem Advocate at HubSpot) announced just last week that HubSpot is hiring a Senior Partner Ops Manager for their tech ecosystem of 1,500+ app/ISV and strategic alliance partners.


This is an awesome opportunity! Share it with someone you think would be the perfect fit.


Get the job description and application here.


Stuff you don’t want to miss!

  • TODAY—May 7th—MartechDay 2024—Join Scott Brinker (VP Platform Ecosystems at HubSpot) and Frans Riemersma (Founder, MartechTribe) to release the latest Marketing Technology Landscape graphic. It’s a celebration of the thousands of talented people working in martech, at brands, vendors, and across the community. Scott and Frans will also be interviewing key leaders for their deep domain-specific knowledge. Register here.

  • May 9th—Build or Let Build? Master Integrations—Join Nick Valluri (Dropbox & Coda) and Franz-Josef Schrepf (Hopin) discuss how Nick builds integrations and partnerships with some of the world’s largest companies, including Microsoft and Nvidia. Register here.

  • May 30th—Driving Revenue Through Technology Partners—Learn from Kelly Sarabyn (Head of Product Partnerships Advocacy and Enablement at HubSpot), Asher Matthew (CEO at Partnership Leaders), and Robbie Ptaszynski (Director of Strategic Pursuits and Priority ISV co-sell at Microsoft) as they discuss the revenue impact partnerships teams can have and evolving from re-selling to co-selling. Register here.

  • Nearbound Summit 2023 Recordings—The future of GTM is nearbound. Watch the recordings to hear how B2B leaders across departments unite with Nearbound strategies and tactics. Listen here.

You’re all caught up.


See you tomorrow



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Ella Richmond 6 min

Nearbound Daily #577: 💰 Content, The Currency of Engagement

Content isn’t just king. It’s the currency of engagement. The quality, relevance, and consistency of your content dictate your success in building and sustaining relationships.

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