When you ditch the content hamster wheel and focus on one series that works: Sequel.io’s Game Changers
Content Ideas Issue #15 | One standout B2B content marketing example each edition
Hey content friends,
It’s so easy to fall into the content hamster wheel of always needing to create more.
More channels, more formats, more ideas, more pressure to be everywhere at once.
But what if the answer to impactful B2B content isn’t more – it’s focus?
Sequel’s Game Changers CMO webinar series has been running since September 2022.
And where most content teams would treat a conversational webinar series as one format of many, Sequel made it their whole strategy.
Let’s dive in.
Content Ideas: Sequel’s Game Changers
What they did:
Game Changers started in September 2022 as a weekly webinar series.
Sequel’s CEO Oana Manolache (or guest hosts) interviews CMOs and heads of marketing for 30 minutes, digging into timely marketing challenges (like Jamie Bell, CMO of Workshop, recently covering ‘intelligent’ websites) or specific campaign deep-dives (like Allison Gillespie, VP Marketing at O’Reilly, sharing recently how their team on reinvented for AI).
Most companies would run this as one content format among many – or they’d do webinars ad hoc when there’s something to promote or a partner suggests collaborating.
Sequel doubled down on it instead.
The CMO Series has stayed running regularly since 2022, as the sole top-of-funnel educational content series they run – consistent, valuable conversations with marketing leaders.
Each live webinar becomes on-demand replay content (still gated), a written summary, LinkedIn posts (both by internal accounts and via guest speakers too), video clips.
One conversation, multiple formats.
For a webinar software company, it also does double duty: genuinely educating their marketing audience, whilst showcasing their product in action every single week too.
Then they expanded by adding the Masterclass series underneath the same Game Changers brand.
This is mid-funnel content showing how other companies use webinars in their marketing – essentially case studies for Sequel’s product, but formatted as educational webinar content rather than sales collateral. These webinars then also get repurposed into written articles, walking through real strategies and showcasing real impact.
The CMO series remains the flagship, but Game Changers became its own mini-brand under the Sequel brand, with its own logo and its own spot in the main website navigation.
They’ve also published multiple guides explaining how they built Game Changers itself – behind-the-scenes breakdowns of their strategy, promotion tactics, repurposing workflows, what worked and what didn’t.
For a webinar tool marketing to marketers, this meta content does two things: it provides genuine value to their audience who want to learn how to run better webinar programmes, and it naturally showcases their expertise and product capabilities without being sales-y.
What makes it a great content marketing example:
They picked one thing and committed. Instead of spreading themselves thin trying to be present on every platform with every content format, they focused on building one recognisable, valuable series and making it excellent. That focus means they can keep improving it, keep showing up consistently, and keep building momentum rather than constantly starting from scratch with new formats.
Serialisation creates recognition and habit. Game Changers has run since 2022. That consistency means their audience knows what to expect, when to expect it, and what they’ll get from it – not random webinars scattered throughout the year. That’s powerful for building an engaged audience who actually show up, rather than needing to convince people to register from scratch every time.
The mini-brand approach gives them room to expand. By establishing Game Changers as its own brand identity rather than just “Sequel webinars,” they created space to add more series underneath that umbrella. The CMO Series and Masterclass Series feel connected but serve different purposes – top-of-funnel thought leadership and mid-funnel demand generation. It’s focused expansion rather than scattered diversification.
Platforming experts builds value and distribution at once. Every episode features a marketing leader sharing their expertise and real experiences. That automatically makes it valuable, even if you never consider their product. But it also creates built-in distribution – when a CMO appears on Game Changers, they’re likely to share it with their network because it showcases their expertise, so the guests become the amplifiers.
Embedded on their website means seamless experience and product showcase. Most webinars happen on third-party platforms. You register on the company’s site, then get kicked over to Zoom for the actual event. Sequel’s different – their webinar tool lets you embed everything directly on your own website. So they practise what they preach. Registration, live session, replay – it all happens on sequel.io. Users never leave their site, which means a seamless experience for them, and an opportunity to demonstrate a seamless product experience for Sequel.
Meta content shows expertise through transparency. Publishing guides on how they built Game Changers is clever for their audience of marketers. It positions them as practitioners sharing real playbooks and lessons learnt from their own experience, not just a vendor pitching features. This transparency builds trust – they’re showing you exactly how they do it, what works for them, what doesn’t. You’re learning from their process whilst seeing their tool in action.
What this example made me reflect on for my own work:
What would happen if we stopped trying to be everywhere and just focused on doing one content series exceptionally well?
Are we building content that people follow, or just content that people consume once and forget?
What expertise or processes do we have internally that our audience would actually find valuable to learn about? (For Sequel’s marketing audience, it’s how they run their webinar series. If your audience is engineers, maybe it’s how you build and ship features. If your audience is HR leaders, maybe it’s how you structure your own team or run compensation reviews.)
Kudos to the Sequel team for this one 👏
What content examples have caught your attention lately? Hit reply and let me know – I’m always on the lookout for the most creative, unique, inspirational examples to cover.
Speak soon,
Tabitha
P.S. If you found this useful, please share it with a fellow content marketer. Word of mouth is how we grow this little community 🫶