Creativity is the new currency.
One may argue that data, technology, and analytics are the real driving forces for business success, but creativity is what truly sets a brand apart in the attention economy. After all, doesn't every business want a hefty wallet?
Creativity captures attention and fosters long-lasting connections, enabling every business to stand out and deeply resonate with its audience. In fact, Deloitte's survey indicates that 50% of high-growth businesses see fostering creativity as essential for long-term success.
It may seem more natural to integrate this creativity into B2C content, and B2B content creation, as a result, is perceived as one-dimensional and boring. But why should B2C marketing have all the fun?
To help B2B marketers infuse creativity and power their content strategies, we've turned to Nehal Tenany's expertise. Nehal is a content creator and podcast hitmaster who has achieved B2B success at companies like Gong and now leads content at Clari.
This interview is part of G2’s Professional Spotlight series. For more content like this, subscribe to G2 Tea, a newsletter with SaaS-y news and entertainment.
What's your favorite beverage? Coke Zero.
What was your first job? My first job was working for my dad. It was a valuable learning experience, but it taught me the importance of setting boundaries when working with family.
If not Clari, what's your favorite software in the current tech stack? I would say Sprout Social. Actually, my favorite tool right now is ChatGPT. It has revolutionized the game for marketers when used properly.
What problems at work make you want to throw your laptop out the window? I’d say there are two things. First, when executives don't understand my creative vision. And second, sticking to cookie-cutter, by-the-book methods instead of thinking outside the box.
Kamaljeet Kalsi: Can you tell us about your professional journey? How did you end up in your current role as Content Marketing Lead at Clari?
Nehal Tenany: In high school, when social media platforms like Instagram and Snapchat emerged, I was figuring out my career path. My dad, who is the CEO of one of Microsoft's partner companies, suggested I look into marketing. Intrigued, I researched and chose marketing as my major in college.
During college, I discovered a love for various marketing aspects, including digital marketing, social selling, and SEO. I started my blog, nehaltanani.com, where I gave advice on travel, dating, and product recommendations. This personal branding journey intensified with the rise of Instagram, allowing me to blend theoretical knowledge with practical application.
After graduating college in 2016, I joined BMC Software, aiming to enter the tech field for its growth potential and financial prospects. My love for content marketing truly blossomed at Gong, where I learned about email copy, social media, demand generation, and awareness building. Gong pushed me to explore the full spectrum of tech marketing, expanding my boundaries and deepening my understanding of the industry.
I started my podcast in 2018 and began my TikTok journey in 2020. My podcast, which ran for five years, was recently acquired, reinforcing my passion for the entertainment industry and fueling my TikTok content around what to watch and skip. I was at Gong during my podcast era and have now joined Clari, ready to continue my exciting journey in content marketing.
Also, I’m currently working on a product I’m passionate about called Inboundr.AI. It helps transform everyday conversations into LinkedIn content to boost revenue. This project fuels my passion for content strategy and highlights the importance of turning your employees and those around you into thought leaders.
How did you balance growing your personal brand with your professional career?
I grew my personal brand with the rise of TikTok and started my own podcast, 'That Desi Spark.' My personal brand focuses on travel, lifestyle, entertainment, movies, and pop culture, while my professional brand at B2B tech companies revolves around tech and content strategy. This dual path allowed me to utilize both my creative and analytical skills.
I believe duality is a reality in life. Do you feel the same? If yes, can you elaborate on how this plays out in your professional and personal endeavors and how it impacts your creativity and fulfillment?
Absolutely, I love that you said that, and I deeply resonate with it. On the one hand, my professional role in a B2B tech company like Clari demands a structured approach to content strategy, data analysis, and meeting business goals. Here, I get to use my analytical skills and contribute to impactful projects.
On the other hand, my personal brand allows me to explore my creative side through platforms like Instagram and TikTok. This space is where I share content related to travel, lifestyle, and entertainment, engaging in more spontaneous and creative endeavors.
Both facets are crucial for my overall fulfillment. If I were to focus solely on my professional role, I might miss out on the creative freedom that keeps me passionate and inspired. And only focusing on my creative pursuits could lack the strategic and structured challenges I enjoy in the tech world.
People always ask if I would choose one over the other full time. I don't think I could be fulfilled doing just one. If I pursue my passion full time, it would lose its excitement. If I focus solely on work, my creativity won't fully flourish. Therefore, I need to balance both aspects to stay fulfilled and maintain my multifaceted nature.
Blending these worlds allows me to exercise both my heart and my mind in marketing. It ensures that I stay fulfilled, consistently challenged, and always evolving. This holistic approach makes my day-to-day work more dynamic and prevents burnout, keeping my passion for content marketing — whether for B2B or personal projects — alive and thriving.
You've had immense success founding, scaling, and exiting your podcast, 'That Desi Spark,' all while earning credibility in your tech career. Can you share some key learnings from the past five years?
The journey of 'That Desi Spark' began in 2018, with the aim to dive into the podcasting space while it was gaining momentum. We didn't anticipate the boom triggered by COVID-19, which made our early start advantageous. The hardest part of the last decade for me was growing up as an Indian American, feeling caught between two cultures. This identity crisis fueled my podcast, where I decided to be authentically myself and share my experiences.
The podcast was well-received, but it required relentless effort. I dedicated significant time to marketing, reaching out to potential guests, and securing sponsorships. This level of inbound work was new to me, as I was used to being approached for campaigns. Recording, editing, and promoting each episode was extensive, making me realize the entrepreneurial aspect of podcasting.
“The biggest lesson was understanding that success requires wearing many hats and being prepared to put in the work.”
Nehal Tenany
Content Lead, Clari
Balancing the podcast with my day job and content creation was challenging, but it taught me the importance of time management and dedication. It's truly about what you invest in your work. Despite the challenges, the fulfillment and growth I gained from this experience were invaluable.
In your podcast farewell episode, you mentioned that managing your time effectively while balancing multiple responsibilities had become a challenge. How did you tackle time management?
Managing time was easier for me because I lived alone. My husband and I were in a long-distance relationship before we got married, with him in Jersey and me in California, so I had more control over my schedule.
My days started with my daytime job. After work, I would work out to relieve stress. In the evenings, I'd focus on content creation or my podcast, typically from 8 to 10 PM, because that timing worked for the team and guests.
I used Sundays to create content in batches, planning and recording multiple videos in one day. For instance, I would put on different shirts every hour to create the illusion of recording on different days, then release the videos throughout the week.
“The key to managing my time was integrating my podcast, job, and content creation into an overall content strategy, ensuring each task aligned seamlessly.”
Nehal Tenany
Content Lead, Clari
You’re also a content creator. Do you bring some of that experience over to B2B content management? After all, why can’t B2B have some fun?
I definitely do. In my role as a content creator, everything moves quickly, with new features and trends constantly emerging, like TikTok. It's crucial to keep up with these changes and integrate them into the B2B space to avoid being left behind.
A great example is AI. Over the past year, AI has become essential, and those not adopting it risk falling behind. I use AI tools to map out content creation and manage my schedule for both personal and B2B content. AI helps me create content calendars, categorize posts, and track relevant metrics.
For instance, ChatGPT offers best practices by analyzing current insights and recommending metrics that might differ from what I initially thought. This helps me stay agile and ensures that my B2B content is just as dynamic and engaging as my personal brand.
“ChatGPT has become a crucial tool for me. It gathers insights from the internet and other companies and provides best practices that help reshape my thinking.”
Nehal Tenany
Content Lead, Clari
Can you share a prompt that usually helps you and that our audience might benefit from?
Sure! Let's say I have an interesting article or blog post I want to transform into social media content. I usually ask ChatGPT something like, 'Hi ChatGPT, my name is Nehal Tanani, and I'm the Content Marketing Lead at Clari. Clari is a B2B tech company focused on running revenue. I want to turn this article into an easily digestible piece of social media content at an eighth-grade reading level for Clari.' Then, I input the article, and ChatGPT provides about 10 to 15 sentences for a social media post.
Next, I ask ChatGPT, 'Can you please infuse more of Clari's brand tone?' It will modify the post accordingly. Before it's ready to go live, I review the content, add my own flair, and make necessary adjustments.
Prompting Tip:
The key with ChatGPT is to be very specific about your role, your company's details, and the message you want to convey. It's important to tweak the output to match your company’s language and style, as ChatGPT can't capture the exact tone or human emotion on its own.
For brands wanting to succeed in hyper-local markets, what role do inclusivity, authenticity, and storytelling play in content creation?
Inclusivity, authenticity, and storytelling are essential for brands aiming to succeed in hyper-local markets. From a brand perspective, it's important to ensure your content represents diverse voices and experiences. When we run webinars or blogs, we ensure diverse speakers, including women and people of color. This makes the content more relatable and inclusive, as representation truly matters.
Authenticity is also crucial. For personal branding, I always encourage people not to gatekeep. If you discover something amazing, share it! Whether it's a great restaurant or an effective product, social media should be about helping others. For example, my personal brand assists people in finding the best places to eat, TV shows to watch, or wedding planning tips. By being genuinely helpful and transparent, you foster a community and inclusivity. Authenticity lays the foundation for this approach. This principle applies to B2B tech companies as well. Our mission at Clari is to help B2B tech companies run revenue.
Storytelling is about integrating your company and cultural narratives into your social media. We excel at amplifying customer stories because customers are your biggest champions. Sharing their genuine experiences resonates more authentically with your audience. Instead of merely stating, 'Our customer loved us,' we focus on showcasing how we solved their problems and why our product or service was the best fit. This approach makes the story cohesive and impactful.
Ultimately, storytelling ties everything together, presenting your brand narrative compellingly. By focusing on inclusivity, authenticity, and storytelling, brands can create meaningful connections with their local communities.
“The difference between a good creator and a great one lies in how you engage with your community.”
Nehal Tenany
Content Lead, Clari
What are some pitfalls you consciously avoid when building content strategies in the age of AI?
It's easy to see AI as a quick and helpful solution, but you need to remember that it's a tool to assist you, not replace your effort. Many people forget this and rely too heavily on AI, which can be problematic. For instance, I often see LinkedIn posts that clearly seem to be written by ChatGPT and come off as inauthentic.
If you're not comfortable with your writing skills, tone, or voice, work on developing those first rather than depending on AI. Relying solely on AI can harm your personal brand because when you're asked to speak or participate in events, there's a disconnect. People might think, 'You sounded so much more eloquent on LinkedIn,' and it won't align with your real capabilities.
The key is to use AI to enhance your content creation, but always add your personal touch and ensure it aligns with your authentic voice.
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Podcasting vs. short videos: which route do you take as a B2B content leader?
I would go with short videos. Nowadays, people's attention spans and the time they can dedicate to a podcast have decreased. I prefer consuming content in the form of short videos rather than listening to an entire podcast. It provides a visual experience with 45-second sound bites that deliver the information quickly. Unless I'm commuting or taking a 'hot girl walk,' I don't have the time to listen to an entire podcast.
I saw one of your LinkedIn posts where you mentioned how repurposing content drove remarkable results for you. What makes you believe so strongly in the power of repurposing content? How do you go about it, and why do you advocate for it so passionately?
I talked about this early on in my podcast. I discovered the power of repurposing content early when I realized I could turn my blog content into Instagram posts. Later, I found out I could do the same for TikTok videos. This concept carried over to B2B marketing.
It is important to be intentional before creating any piece of content. For instance, if I'm working on a podcast episode, I plan how to break it down into other pieces of content. One podcast episode can become a blog post, five video clips, social media posts, Instagram reels, and TikTok videos. This way, one piece of content is evergreen and generates more output with less effort.
It's about maximizing resources. Why spend so much money and time creating new content when you have a backlog waiting to be repurposed? Strong workflows and the right tools, including AI, can help chop up content seamlessly. By thinking ahead and structuring the process, repurposing content becomes smooth and efficient.
Where would you invest your money for short videos in the current scenario? Would it be LinkedIn for B2B, YouTube Shorts, Instagram, or TikTok?
If you're a B2B content marketer, I would suggest putting your ad dollars into LinkedIn paid ads. LinkedIn is the best platform for B2B marketing.
For organic engagement, I would recommend TikTok. It has the fastest growth I've ever seen. By consistently posting, I gained 70,000 followers in two years. It's a volume game there, so investing your organic efforts in TikTok can yield significant results.
What role do people play in brand thought leadership? How can content managers enable employees and executives to drive brand content?
This topic is crucial because, while we often use customers to amplify our brand, it's also essential to turn the people inside the company into thought leaders. This way, they're not just promoting the brand or product but also growing their own personal brand, making their advocacy more authentic and seamless.
Investing in both employees and executives has shown the best results.
For executives, I might have a 30-minute call with them to discuss their experiences and insights, turning these conversations into valuable social media posts. Many executives have decades of leadership and revenue growth experience, and sharing their stories builds trust with the audience. When people trust an executive, they're more likely to trust and buy from the company.
The same applies to employees. Building trust across the company and ensuring everyone shares the same values and message is vital. Content managers can guide employees and executives in aligning their personal narratives with the brand's values, creating a unified and trustworthy voice.
Do you think today’s content marketer could be tomorrow’s chief marketing officer (CMO), given that AI has heightened the importance of human-led content creation?
I would say yes, with some qualifications. Content creators can become CMOs if they have a deep understanding of the market. However, it’s important for content creators and influencers to also understand how marketing strategies influence the pipeline and generate revenue. Without the ability to measure and analyze these factors, it would be challenging to transition to a CMO role.
A CMO requires knowledge of various aspects of marketing, including product marketing, revenue marketing, corporate marketing, and communications. With the right tools and skill development, a content creator can certainly become a CMO. However, continuous learning and skill building are needed beyond content creation.
Do you have ambitions of becoming a CMO, given your background in content creation?
For me, no. I've never aspired to climb the corporate ladder to become a CMO, mainly because I'd have to choose between being a CMO or a creator. My brands don’t align, and I don't think I'd have time to do both. I'm happy climbing the content ladder and could see myself as a Head of Content one day, but not a CMO. I'm already the CEO of my own content creation brand, where I fulfill multiple roles.
What role do you think mentorship has for content marketing professionals?
I'd like to shout out to my mentor, Devin Reed. He’s like my mentor, best friend, and sometimes like a brother or dad. Devin is a content king and played a pivotal role in my journey by bringing me into Gong. He refined my existing skills and taught me how to strategize, measure analytics, and set benchmarks, things I hadn't mastered before.
He always believed in me and invested time in coaching me, which had a huge impact on my career. We share a mutual mentorship, where I help him with his personal brand, and he helps me with my professional development. We still have weekly calls to bounce ideas off each other.
For those looking for mentors, I recommend reaching out to inspiring people on LinkedIn and asking for a 20-minute chat to pick their brains. If they give good advice and show a willingness to invest in you, latch onto them. I'm open to mentoring anyone whose vision aligns with mine, which ensures that I can genuinely help them.
If you were to create a time capsule for content in the age of AI, what insights would you want future content marketers to find?
My key insight would be to embrace advancing technology but not forget your roots. Don't rely completely on technology for everything. It's important to maintain traditional skills and critical thinking.
Many people, particularly kids, are glued to devices and miss out on real-world experiences. Don't feel pressured to jump into every new tech trend immediately; you'll get there eventually. Focus on doing things on your own and using your critical thinking skills.
Don't let those skills die out because they keep your intelligence sharp. Always push yourself to become a better marketer, writer, and everything in between. Remember, AI tools are there to assist, not replace, your efforts and creativity.
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