#169: Minimum Viable Content: Testing Your Way to Better Results, Faster - B2B Content Expert Jess Cook

Most marketers spend months creating content - only to watch it flop. But what if you could test your ideas first, so you only invest in content that actually works?

That’s exactly what Jess Cook, Head of Content at Island and co-host of the That’s Marketing, Baby podcast, reveals in this episode. She shares her Minimum Viable Content (MVC) Framework—a simple way to test content ideas before you go all in.

We dive into real-world examples, including:

+ A breakup letter that made IT professionals laugh (and convert!)

+ A viral quiz that unexpectedly blew up on social media

+ The hidden content signals that tell you whether your idea will work

Tune in and learn:

+ How to test content ideas without wasting time

+ What makes a piece of content go viral

+ The must-have ingredients for high-performing content

This episode is a must-watch for any B2B marketer looking to level up their content strategy with a data-driven approach.

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00:00 Welcome to Full Circle 2024 with Jess Cook!

01:10 The Power of Minimum Viable Content (MVC)

03:00 Why MVC Should Be Part of Your Content Strategy

06:00 How MVC Helps You Test and Save Time

09:00 Real-World Example: Testing Ideas Before Big Campaigns

12:30 What Makes a Great Minimum Viable Content?

16:00 The 3 Essential Ingredients of High-Performing MVCs

20:00 What NOT to Include in Your First Content Test

24:00 The Secret to Measuring MVC Success

27:00 When an Idea Works – and When It Fails

31:00 How a Viral Quiz Almost Became the Next Wordle

35:00 Why Even Great Ideas Sometimes Flop

38:00 The Sweet Spot: How to Pick the Right Ideas to Test

42:00 Using MVC to Prioritize Your Marketing Efforts

46:00 Final Takeaways – How to Start Using MVC Today

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S06 E169 - The B2B Playbook

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