Content, Briefly
Appcues: Ramli John's Multi-Pronged Strategy for Running a Mature Content Program
Jun 12, 2023
Ramli John, the Product Growth Marketer and Director of Content at Appcues, delves into the intricacies of running a mature content program. He discusses innovative content strategies, emphasizing collaboration in small teams and the evolution from SEO to thought leadership in SaaS. Ramli also explores the exciting potential of generative AI in content creation and shares his favorite productivity tools. With insights into user onboarding and engagement, he offers a roadmap for businesses to convert free users into lifelong customers.
30:15
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Quick takeaways
- Effective content creation with AI demands a structured approach that blends creativity and humor to engage audiences more effectively.
- AppCues has shifted its content marketing strategy from SEO-centric to establishing thought leadership through high-quality educational content, enhancing user onboarding and retention.
Deep dives
The Importance of Structure in AI Content Creation
Effective content creation with AI relies heavily on providing a well-defined structure rather than simple prompts. This approach involves infusing creativity into the content by encouraging the inclusion of elements like humor and puns. By doing so, the AI-generated material becomes more engaging and resonates better with audiences. This highlights the necessity for marketers to understand how best to leverage AI tools in producing lively and engaging content.
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