Ronnie Higgins on Building Cross-Functional Content Teams, The Art Of Storytelling, and AI’s Role In Content Strategy

Optimize

Join Nate Matherson as he sits down with Ronnie Higgins for the nineteenth episode of the Optimize podcast. Ronnie Higgins is the Director of Content at OpenPhone and has worked for brands like Eventbrite, Udemy, Hopin, and more. Ronnie uses his film and broadcast television background to craft multimedia content strategies that build strong brand affinity and fuel sustainable revenue growth for the companies he works for and advises. In this episode, Ronnie and Nate discuss the advantages of cross-functional content teams, the intricacies of setting KPIs for content channels and team members, and Ronnie’s unique approach to crafting the ‘perfect’ content that captivates audiences. Ronnie also shares his perspectives on the collaborative synergy between in-house teams and agencies and AI-generated’s role in shaping innovative content marketing and SEO strategies. Closing out the episode is our popular lightning round of questions! For more information, please visit www.positional.com or email us at [e-mail].

Resources:
Join Positional’s Private Beta Here: www.positional.com
Check-in with Nate on LinkedIn & Twitter
Check-in with Ronnie on LinkedIn & Twitter & Off The Clock

What To Listen For:
03:36 Ronnie’s background and journey to OpenPhone

09:10 What does a content team look like, and how does it work?

13:20 How do we set KPIs for a content team and a content channel?

17:36 Is a content team cross-functional, and what are the benefits?

19:35 What’s the best way to get started building a content channel?

23:45 Ronnie’s thoughts on in-house teams working with agencies

27:19 Ronnie’s process for crafting the “perfect” content

30:17 AI-generated content as part of a content marketing and SEO strategy

32:07 Lightning question round