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Content Marketing Essentials

On this episode Ryan shares his insights into why investing in content is essential, ways to drive revenue and demand, and the importance of your distribution strategy.

Gympass is a complete corporate wellbeing platform that ignites every journey to feel good. We’re reinventing wellbeing, making it engaging and accessible. Worldwide companies rely on Gympass' unmatched variety, convenience, and flexibility to support their employees’ health and happiness. We partner with best in class wellbeing providers in multiple markets across North America, Latin America, and Europe. With over 50,000 fitness partners, 1,300 on-demand classes, 2,000 hours of meditation, 1,000 healthy recipes, weekly 1:1 therapy sessions, and hundreds of personal trainers, Gympass supports every wellbeing journey.

Industry
Wellness and Fitness Services
Founded
2012
Ryan Bonnici

Guest Bio

Ryan Bonnici joined Gympass as Chief Marketing Officer in February 2022, drawn to the business thanks to his personal passion for workplace wellbeing. A globally renowned marketing leader, Ryan was previously CMO of G2.com - the world’s leading software review platform - and has twice been included in Forbes’ ‘World’s Most Influential CMOs’. Ryan’s background includes senior leadership roles at some of the world’s most innovative tech companies, including: HubSpot, where he oversaw triple-digit growth in marketing-related sales; Salesforce, which acquired ExactTarget where Ryan grew the marketing department from one person to a 20-strong team; and Microsoft. Ryan is committed to championing the importance of a healthy work-life balance, with experience successfully implementing initiatives like meeting-free Wednesdays to help colleagues operate at their full potential.

Guest Bio

Ryan Bonnici joined Gympass as Chief Marketing Officer in February 2022, drawn to the business thanks to his personal passion for workplace wellbeing. A globally renowned marketing leader, Ryan was previously CMO of G2.com - the world’s leading software review platform - and has twice been included in Forbes’ ‘World’s Most Influential CMOs’. Ryan’s background includes senior leadership roles at some of the world’s most innovative tech companies, including: HubSpot, where he oversaw triple-digit growth in marketing-related sales; Salesforce, which acquired ExactTarget where Ryan grew the marketing department from one person to a 20-strong team; and Microsoft. Ryan is committed to championing the importance of a healthy work-life balance, with experience successfully implementing initiatives like meeting-free Wednesdays to help colleagues operate at their full potential.

Episode Summary

This episode features an interview with Ryan Bonnici, CMO at Gympass. Gympass is a complete corporate wellbeing platform that ignites every journey to feel good. Gympass is reinventing wellbeing, making it engaging and accessible. Ryan is a globally renowned marketing leader and has twice been included in Forbes’ ‘World’s Most Influential CMOs’.

On this episode Ryan shares his insights into why investing in content is essential, ways to drive revenue and demand, and the importance of your distribution strategy.

Key Takeaways

  • A huge part of marketing your distribution strategy.
  • The most important thing with your content investments is to invest in creating really good content.
  • Content marketing helps you drive revenue and drive demand.

Quotes

“I think at the end of the day, the most important thing with your content investments is to invest in creating really good content.”

Episode Highlights

*(02:57) - Ryan’s role at Gympass

*(05:54) - Segment: Trust Tree

*(15:15) - Segment: The Playbook

*(16:38) - Ways to do paid marketing right

*(19:25) - The importance of your distribution strategy

*(21:50) - What content you should invest in 

*(24:42) - Building roads that lead back to your website

*(30:18) - Segment: Quick Hits

Episodes Transcript

  • A huge part of marketing your distribution strategy.
  • The most important thing with your content investments is to invest in creating really good content.
  • Content marketing helps you drive revenue and drive demand.
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