Content for Growth - Generating leads with content
Jun 28, 2020
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Learn about growth marketing and how content fits into it, with examples of lead generation content. Explore insights from guest Michael Perna on creating valuable content while aligning with marketing teams. Discover soft skills needed for successful content creation and the importance of authenticity in copywriting. Dive into measuring content effectiveness and setting clear KPIs, as well as maximizing impact with affordable video content. Explore creating engaging content during challenging times with storytelling and emotional connections.
Educational content creation can drive growth marketing success by providing valuable knowledge to users.
Effective content and growth alignment requires understanding audience expectations and delivering valuable content.
Measuring content success relies on setting clear goals, tracking specific metrics, and aligning content creation with brand voice.
Video content, even on smaller budgets, can be impactful for engaging audiences and driving engagement.
Deep dives
Educational Content for Growth Marketing
Focusing on educational content, such as creating an academy like HubSpot, Google Analytics, or Google Ads, can be a successful strategy for growth marketing. Providing valuable knowledge to users without feeling like traditional marketing can attract and engage audiences. Companies like Cisco and Salesforce offering certifications for their products also show effective growth strategies, particularly in the SaaS industry.
Overcoming Barriers in Content Marketing
For smaller companies hesitant to embrace educational content marketing due to feeling unprepared or overwhelmed by existing content, starting somewhere is key. Providing unique perspectives and continuously creating new educational materials can help overcome these barriers. Audience forgiveness for imperfections and valuing uniqueness and relevance can help create successful content.
Aligning Content with Growth
Ensuring content and growth align requires understanding audience expectations and product value delivery. Thinking from a new user's perspective and providing detailed content along initial touchpoints can enhance product understanding. Aligning key performance indicators (KPIs) across teams and focusing on delivering quick and valuable content can prevent audience disengagement.
Measuring Content Performance
Effective measurement and attribution for content success depends on clear goal alignment and specific metrics tracking. Setting measurable goals like social media follows and focusing content efforts on these targets can enhance performance tracking. Aligning content creation with brand voice and story while choosing accurate KPIs based on goals can lead to successful content initiatives.
Visual and Entertaining Content Impact
Video content is highlighted as impactful for engaging audiences, even on smaller budgets. Exploring video production opportunities without massive costs can leverage algorithmic benefits and captivate viewers. Incorporating entertaining content that resonates with the audience can drive engagement and offers an escape from heavy news, especially valuable during challenging times.
Personalization and Audience Connection
Tailoring content marketing efforts to align with audience interests, including subtle nods to popular culture, can enhance engagement. Developing content that feels authentic and relatable can resonate with consumers on a human level, bridging the gap between marketing and personal connection. Emphasizing storytelling and engaging visuals can strengthen brand communication and audience relationships.
Embracing Content Marketing Practices
Recommended resources, like Jason Miller's book 'Welcome to the Funnel,' offer comprehensive insights into content marketing strategies. Learning from seasoned marketers, studying successful content marketing examples, and focusing on educational and entertaining content creation can help aspiring content marketers thrive in the industry. Leveraging storytelling, knowledge sharing, and entertainment can set the foundation for impactful content marketing initiatives.
Conclusion: Thanking the Audience and Encouraging Engagement
Expressing gratitude to the audience for their engagement and feedback, Content Rookie concludes by welcoming suggestions for future episodes. Acknowledging the importance of connecting with listeners and incorporating their ideas into upcoming content, the host emphasizes the value of audience interaction and participation in shaping the podcast's direction. Encouraging patience and continued engagement, the host invites listeners to stay tuned for upcoming episodes on diverse topics.
Episode 11: Content for Growth - Generating leads with content
For most companies, content efforts serve only one purpose: lead generation. But it can be tough to create content that generates leads. You have to align with other marketing initiatives and teams while still being mindful of putting out good content and not alienating your audience. Is there even such a thing as content for growth? There is! And today's guest, Michael Perna, shares plenty of actionable insights from his career working in growth.
