a framework for producing content that drives leads · a framework for producing content that...
TRANSCRIPT
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CUSTOMER-CONTENT FITA FRAMEWORK FOR PRODUCING CONTENT THAT DRIVES LEADS
GROW & CONVERT
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CUSTOMER-CONTENT FIT
The problem with most B2B content marketing is that it lacks what we like to call
“customer-content fit”
GROW & CONVERT
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CUSTOMER-CONTENT FIT
Most companies immediately jump to creating content without thinking about how their
content will strategically attract their customer.
GROW & CONVERT
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You do that because you think it’s obvious what content appeals to your customer.
CUSTOMER CONTENT FIT GROW & CONVERT
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And you end up creating content that’s more or less on topics your customer is interested in.
CUSTOMER CONTENT FIT
“We sell sales software, and look, all our content is about sales. What’s wrong with that?”
GROW & CONVERT
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Here’s an example
CUSTOMER CONTENT FIT GROW & CONVERT
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The problem is that most B2B SaaS and service companies don’t sell to beginners. They sell to people
that have been in the industry for years.
CUSTOMER CONTENT FIT GROW & CONVERT
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Imagine you’re selling a sales prospecting tool - the audience that you’re selling to has years of sales
experience
CUSTOMER CONTENT FIT GROW & CONVERT
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Imagine you have a B2B marketing agency, you’re likely selling to marketing directors, VPs and c-level executives
CUSTOMER CONTENT FIT GROW & CONVERT
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Those people aren’t interested in beginner level content.
CUSTOMER CONTENT FIT GROW & CONVERT
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Do you think creating content like this will attract that 15 year veteran in sales?
GROW & CONVERTCUSTOMER CONTENT FIT
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We like to call this type of content Mirage Content
GROW & CONVERTMIRAGE CONTENT
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MIRAGE CONTENT
The problem with content like this is that it’s high level.
GROW & CONVERT
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The good news is I’m going to show you how to produce content that does drive your target audience,
but first I want to show you some examples.
MIRAGE CONTENT GROW & CONVERT
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FUNDERS CLUB
GROW & CONVERT
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FUNDERS CLUB
Funders club is a seed stage VC fund that lets individuals also invest in world class startups.
GROW & CONVERT
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FUNDERS CLUB
We did a workshop with them in San Francisco.
GROW & CONVERT
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FUNDERS CLUB
One of the “customer” segments they’re trying to attract is amazing startup founders.
DONE IT BEFORE FROM TOP INCUBATORS RAISED ANGEL OR SEED SHOWED SIGNIFICANT TRACTION
GROW & CONVERT
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FUNDERS CLUB
Let’s dissect one of their blog posts “for founders”…
GROW & CONVERT
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FUNDERS CLUB
This post checks a lot of boxes…
They’re looking to fund Series A.
Fundraising is a huge pain point for founders.
The post is long (1903 words).
The blog is beautifully designed.
GROW & CONVERT
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FUNDERS CLUB
But in our workshop with them, we were able to show them why this post is a mirage in a few minutes.
GROW & CONVERT
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FUNDERS CLUB
Do any of their experienced founders actually need a series A checklist?
GROW & CONVERT
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FUNDERS CLUB
Hint: This is a million dollar question.
GROW & CONVERT
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FUNDERS CLUB
Look at your own company’s content.
GROW & CONVERT
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FUNDERS CLUB
Do your best customers actually need it?
GROW & CONVERT
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FUNDERS CLUB
Do they actually need top 10 sales tips?
Do they actually need to know what marketing tools 30 experts recommend?
Do they need an introduction to growing a mobile app?
GROW & CONVERT
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FUNDERS CLUB
Do any of their experienced founders actually need a series A checklist?
GROW & CONVERT
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FUNDERS CLUB
We asked them…
…they didn’t.
GROW & CONVERT
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FUNDERS CLUB
Does the introduction paragraph immediately hook a founder coming
out of YC or 500 startups that has gone through this whole process
once before?
GROW & CONVERT
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FUNDERS CLUB
Do these experienced founders not know they should include these
things in their investor pitch?
Or that they need an investor pitch?
GROW & CONVERT
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FUNDERS CLUB
But on the surface, an article like this looks like it should be good.
On a topic relevant to their targets.
Blog design is beautiful.
Decently long.
GROW & CONVERT
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FUNDERS CLUB
This is what we mean by a mirage.
GROW & CONVERT
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FUNDERS CLUB
Let’s look at a counter example from a competitor of Funders Club…
GROW & CONVERT
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FIRST ROUND CAPITAL
First Round Capital also targets early stage startup investments.
GROW & CONVERT
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FIRST ROUND CAPITAL
Their blog “First Round Review” is one of the most respected startup publications in the industry.
GROW & CONVERT
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FIRST ROUND CAPITAL
Let’s dissect one of their articles to learn why…
GROW & CONVERT
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FIRST ROUND CAPITAL GROW & CONVERT
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FIRST ROUND CAPITAL
Think about how different this article is from the Series A checklist.
Do founders think about their product team?
Do founders like to learn from successful startups?
Do people like to read stories?
GROW & CONVERT
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FIRST ROUND CAPITAL
Compare this to the “sales tips” Google results.
Are there tons of articles like this that all say the same thing?
No.
GROW & CONVERT
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FIRST ROUND CAPITAL
What makes this stand out?
It’s insanely specific.
GROW & CONVERT
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FIRST ROUND CAPITAL
That’s the difference between mirage content, and content with customer content fit.
GROW & CONVERT
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FIRST ROUND CAPITAL
Major lesson: Your articles should actually address a real pain point or be actually interesting to your target audience.
GROW & CONVERT
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SPECIFICITY EXAMPLES
It’s easy to discard this example as “too hard” because First Round has access to lots of successful companies.
GROW & CONVERT
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SPECIFICITY EXAMPLES
But the point is not to interview someone famous. It’s to be highly specific in topic.
GROW & CONVERT
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SPECIFICITY EXAMPLES
So let’s look at 2 examples to show that this can be relatively simple (if the legwork is done upfront).
GROW & CONVERT
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THINKAPPS
GROW & CONVERT
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THINKAPPS
Lastly, we want to show you an example from an agency, of how user research and highly specific
content can land valuable deals.
GROW & CONVERT
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THINKAPPS
Think Apps was a mobile app design agency. Benji ran content for them.
GROW & CONVERT
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THINKAPPS
Their ideal customer
ABOUT TO BUILD A MOBILE OR WEB APP HAS $40,000+ BUDGET SERIES B OR HIGHER
STARTUPTYPICAL BUYER:
PRODUCT MANAGER
GROW & CONVERT
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Many competitors are producing content like this.
THINKAPPS: COMPETITOR EXAMPLE GROW & CONVERT
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THINKAPPS
It’s easy to arrogantly shake our heads, but think about it, those articles are all technically about
mobile app development.
…and the company develops mobile apps.
GROW & CONVERT
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THINKAPPS
In doing customer research, I found that many prospects, right before buying, had the same question:
“Should I develop on iOS or Android?”
GROW & CONVERT
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So we developed a short piece of content to discuss this exact
pain point.
THINKAPPS: IOS VS. ANDROID GROW & CONVERT
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It’s not long (706 words).
But, the specificity, which came from the user research brought
in ideal clients.
THINK APPS: IOS VS. ANDROID GROW & CONVERT
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Paired with the right call to action (Module 4), this single 706 word article helped close
6-figure deals.
THINK APPS: IOS VS. ANDROID GROW & CONVERT
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THINK APPS
That’s the power of the customer content fit.
GROW & CONVERT
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CUSTOMER CONTENT FIT
Now let’s get into how to do this yourself
GROW & CONVERT
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GETTING CUSTOMER-CONTENT FIT VIA USER RESEARCH
GROW & CONVERT
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OUR PROCESS
We use customer focused content marketing.
GROW & CONVERT
1. UNDERSTAND CUSTOMER
2. STRATEGIC CONTENT
3. COMMUNITY PROMOTION
4. CONVERT & MEASURE
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OUR PROCESS
We use customer focused content marketing.
GROW & CONVERT
1. UNDERSTAND CUSTOMER
2. STRATEGIC CONTENT
3. COMMUNITY PROMOTION
4. CONVERT & MEASURE
We start here. Not here
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BEST CUSTOMERS, NOT ALL CUSTOMERS GROW & CONVERT
All Customers
Best Customers
Better Customers
OUR FOCUS
1. UNDERSTAND CUSTOMER
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BEST CUSTOMERS, NOT ALL CUSTOMERS GROW & CONVERT
All Customers
Best Customers
Better Customers
OUR FOCUS
1. UNDERSTAND CUSTOMER
WHO
WHY
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BEST CUSTOMERS
1. Who are the best customers
…so we know who to target and write content for.
GROW & CONVERT
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We want to figure out:
What companies are best for you?
What verticals?
Who in the organization is the buyer?
What revenue range?
WHO ARE YOUR BEST CUSTOMERS
BEST CUSTOMERS
GROW & CONVERT
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Find who your best customers are in your CRM
DEFINE YOUR BEST CUSTOMERS GROW & CONVERT
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For most B2B companies, it’s some combination of these…
WHO ARE YOUR BEST CUSTOMERS
SHORT SALES CYCLE HIGHER ACCOUNT VALUE LOWER CUSTOMER SUPPORT LONGER RETENTION
GROW & CONVERT
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Talk to your team members to get anecdotal evidence from them.
DEFINE YOUR BEST CUSTOMERS GROW & CONVERT
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WHERE WE ARE
2. Understand everything about them.
…so we can create amazingly specific content
…and promote where they hang out.
GROW & CONVERT
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INFORMATION YOU NEED
• What product related pain points do your customers have? (More than just “they can’t do it themselves”)
• What non-product related pain points do they have?
• What objections do they have to your product/service?
• What does a day in their life look like?
• What are their goals? (Remember these are people, not companies)
• Where do they hang out online?
• Who do they trust for industry recommendations?
GROW & CONVERT
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WHERE TO FIND THIS INFORMATION
1. Talk to your customers and ask them open ended questions
2. Talk to your team members who are in contact with prospects/customers
3. Survey your customers
4. Talk to prospects who fit your best customer profile
GROW & CONVERT
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LIST OF OPEN-ENDED QUESTIONS TO ASK
fieldboom.com/survey-questions
GROW & CONVERT
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LIST OF OPEN-ENDED QUESTIONS TO ASK
fieldboom.com/survey-questions
GROW & CONVERT
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TURN LEARNINGS INTO CONTENT IDEAS GROW & CONVERT
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TURN LEARNINGS INTO CONTENT IDEAS GROW & CONVERT
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THANK YOU
Thanks! Questions?
@benjihyam on Twitter
GROW & CONVERT
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FAVORITE CHARITY GROW & CONVERT