Clari: Michael Lowe on category creation

In this episode of Content Briefly, we've interviewed Michael Lowe, Sr. Director, Corporate Marketing at At-Bay, and discussed his role back at Clari, the differences between coining a term and category creation, how content works in a category creation playbook, and more.This episode is brought to you by our friends at Captain (https://www.contentcaptain.io/ and https://echoreads.io/).************************Timestamps:00:00 Intro03:46 Who is Michael Lowe?04:25 Michael’s background.05:22 What is Clari?08:29 How did they evaluate the idea of category creation?10:27 Price point at Clari and how it affected the category creation.13:26 Is category creation harder than “regular” content marketing?16:17 Coining a term vs. category creation.19:43 Category creation playbook.24:29 Content measurement in category creation.27:22 Learnings from the category creation process.31:19 Learn more about Michael and At-Bay and get in touch.32:20 Outro************************Useful Links:Michael on LinkedIn: https://www.linkedin.com/in/mlowe08/Website: https://www.at-bay.com/Clari: https://www.clari.com/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don’t forget to leave us a five-star review and subscribe to our YouTube channel.