Content, Briefly John Collins (Part 1): Intercom, Ramp and falling in love with the customer
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Jun 17, 2024 John Collins, a marketing consultant with a rich background at Intercom and Ramp, shares insights on B2B SaaS content strategies. He dives into the evolution from content creation to fostering authentic expert insights. Collins highlights the significance of building diverse content teams and adapting strategies to engage different audience segments effectively. He also emphasizes the importance of recognizing audience feedback and nurturing a community for long-term success. His journey from journalism to consulting showcases how content can drive business growth.
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Targeted Content
- Intercom's content strategy targeted founders and product people at early-stage startups.
- This allowed them to speak directly to decision-makers and offer valuable insights into product building.
Stand Out Content
- Differentiate your content to stand out from the noise.
- Invest in high-quality, in-depth content that provides real value to your target audience.
Repurposing Content
- Intercom repurposed their book content into various formats like ebooks, audiobooks, and even physical copies.
- This maximized reach and provided value in different ways for different customers.