Building a Content and SEO Strategy for a PLG Company with Kirsty Finlayson

In this podcast episode, Kirsty Finlayson, the Director of Product Marketing and Content Marketing at Chameleon discusses various topics related to marketing, content strategy, and user experience.Kirsty shares insights on the structure of the Chameleon marketing team, their SEO strategy, the importance of listening to customer calls, and the role of content in a product-led growth model. She also shares her experience building the marketing function at Chameleon, making website optimizations through experiments, and the unique features and integrations offered by Chameleon's platform.TopicsThe team structureTransitioning from SEO-focused content to problem-solving contentCulture of no more fluff in contentThe role of content in product-led growthThe importance of foundational boring basic thingsOptimizing and personalizing website contentThe website experimentThe benchmark reportAbstracting away featuresThe trust thing and being a good managerShow LinksVisit chameleon.ioConnect with Kirsty Finlayson on LinkedIn and TwitterConnect with David Khim on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/