The Spiderweb Content Approach To Improve SEO With Wade Poezyn

Wade Poezyn is a Senior Digital and Demand Generation Marketing Manager at Transact Campus, a technology company simplifying campus payments and commerce for higher education institutions. With over nine years of experience, Wade has become an expert in fintech, digital transformation, AI, and B2B, B2C, and B2B2C marketing. He is passionate about helping the younger generation advance in their careers, which he explores through his podcast, Underdog Rising. Known for his innovative approach, Wade blends his marketing expertise with insights from his diverse industry background, including transportation services and SaaS software. 

Here’s a glimpse of what you’ll learn: 

• [01:30] Wade Poezyn’s journey through diverse industries and demand generation
• [03:11] Demand generation as a holistic strategy — rather than a department
• [05:50] The importance of creative content and cross-department collaboration
• [07:29] Paid ads: when they work and when they don’t
• [09:09] How to optimize your conversion rates using testing and analysis
• [13:03] Crafting messages that make your audience feel understood
• [21:05] Data-driven marketing: uncovering patterns to guide strategy
• [28:16] Building a comprehensive spiderweb content strategy
• [39:37] Adapting to AI’s impact on search behavior and optimization

In this episode…

In this episode of the Tailwind Marketing Podcast, host Carlos Corredor talks with Wade Poezyn, a demand generation expert at Transact Campus. Wade dives into why demand gen shouldn’t be siloed, the power of data in driving strategy, and how to align marketing efforts to get real results. Whether it’s crafting the right message, using paid ads smartly, or understanding the customer journey, Wade shares useful tips for IT marketers looking to improve their game. Don’t miss out on practical advice for making your marketing efforts truly count.

Resources mentioned in this episode:

• Carlos Corredor on LinkedIn
• Condor Agency
• Wade Poezyn on LinkedIn 
• Transact Campus
• Underdog Rising podcast

Quotable Moments:

• “Demand generation is an overall strategy versus isolating it to a department.” 
• “If you don’t add value, digital marketing won’t work.” 
• “Marketing is almost like a puzzle; you’ve got to find the different pieces.” 
• “Focus on the ‘why’ behind your brand. How is your brand going to bring value?” 
• “The goal of great copy is for the prospect to feel understood.” 

Action Steps:

1. Integrate demand generation as a holistic strategy: This approach ensures all marketing efforts work cohesively, leveraging multiple channels and touchpoints to build a more effective campaign, as discussed in the episode.
2. Focus on data-driven insights: Continuous testing and restructuring enable you to optimize campaigns for better conversion rates and ensure your efforts align with company goals and market trends.
3. Craft customer-centric messaging: This approach communicates your product’s value and ensures your prospects feel understood, fostering a deeper connection and driving engagement.
4. Adopt the spiderweb content model: Building an interconnected web of content that surrounds main pillar pages with supportive sub-pillar content and articles helps retain users on your site, promoting higher engagement and conversions.
5. Stay ahead of technological changes: Understanding and anticipating shifts in the digital landscape helps you maintain a competitive edge and optimize your marketing efforts for emerging platforms and tools.

Sponsor for this episode…

This episode is brought to you by Condor Marketing & Staffing. 

Condor is an ROI-driven digital marketing agency built by entrepreneurs for entrepreneurs. 

Our expert team helps clients identify and execute initiatives focused on business growth. We aim to democratize digital marketing with proven strategies and measurements that guarantee a return on investment by leveraging innovative technologies and the support of our Latin American office.

We provide strategic digital marketing advice, website development, content generation, SEO, performance marketing, social media marketing, CRM and email automation, web analytics and BI reporting, video production, and staffing services.

To learn more about our execution of ROI-focused marketing, reach out to us at CondorAgency.com or email us at support@condoragency.com.