When Micha Hershman came on board as Senior Director of Demand Generation and Inbound Marketing at Eventbrite, they were very category-focused, but they weren’t growing at the rate he thought they could.

So they kept the category focus but shifted the business away from a small group of marketers handling multiple verticals at every stage of the buyer’s journey to building out a specialized team. They developed an all-star content marketing team that only does content.

In this episode Micha brings his experience with that team, which won a Kapost 50 award for best content marketing, to share how to develop a formidable content engine.