Erik MacKinnon hosted this episode of Back to Basics with Chris with the main topic being content creation and distribution. They discussed how an earlier stage company, younger marketer, or a company just running SEO as their content play could go about shifting their focus to creating impactful content. Erik and Chris talked about organizational alignment and why marketers need to focus as much, if not more, on distribution. 

Throughout the episode, Chris answered the following questions:

• What are some of the foundational principles to building a successful modern content marketing function?
• Is there any structure or approach that you recommend for a team who is new to content marketing?
• What are some of the common “best practices” or older plays that a forward-thinking, progressive content marketer should avoid?
• B2B SaaS marketplace is noisy and competitive, how much do you think the look, feel and experience plays into the effectiveness of content marketing vs. the information being provided?