B2B Growth: Your Daily B2B Marketing Podcast
B2B Growth: Your Daily B2B Marketing Podcast

Episode 2094 · 3 months ago

How to Build Your Content Strategy for New Product Launches Without Use Cases

ABOUT THIS EPISODE

In this episode, we talk to Griffin Moss, Senior Digital Marketing Manager at Microstrategy.

Yeah, Hi everyone welcome back to be to begrowth. I'm Olivia Hurley with sweet fish media and I'm joined today byGriffin Moss, the senior digital marketing Manager over at Microstrategy.Hey Griffin, how you doing? Hey good. How are you? Good to be with you?Awesome. I'm doing well too. I'm glad we get to chat today and I'm glad weget to dive into some of this. So before we hit record, we were talkingabout the biggest challenge, Some of the biggest challenges that people facewith content marketing. And you were saying that one thing that you'veencountered before is that when you're planning a release of new products,it's always the same issue, you know, the product is great, it has thecapabilities that people want and are asking for. But how do you create thecontent calendar without use cases? So I think we should unpack that and let'sstart super basic what our use case is...

...going to provide for the contentstrategy. Sure. Well, yeah, I think, I think fundamentally what use cases canprovide you, especially if you can tie in specific customers is a less likesales, e and direct approach. Um which I think helps you to build a certaindegree of trust because you're going to be able to kind of lead people toexamples that have already worked well, you're not saying oh this is thegreatest thing ever and like you should definitely jump on board because that'sjust going to kind of I don't think it hits the right tone, but when you canshow people possibilities, I think it gets the wheels turning in a moreorganic way. I think a good example that we used recently was a use casekind of customer success story in conjunction with cox automotive, who isnot a hugely familiar name but they kind of run the background of siteslike Autotrader and Kelley Blue book...

...and so the use case that we found forthem with hyper intelligence products, which I won't get too in the weeds onthat, but we were able to present a scenario where, you know, when they'relooking to purchase a car and put it on the, on the market on one of theirsites that's not a peer to peer. Uh, we were able to build out something forthem where it literally shows them like a green light, a yellow light or a redlight, depending on the specific specs of the car, what they know the market,what they know the make and model. Um, and I just thought that was a reallyinteresting story where it's kind of like intellectually stimulating. Um,it's a unique use case and then for somebody that's, you know, looking atthe product that might again make them think, well, like, that's a veryinteresting way to do it. What's one of those situations that we encounter? Umand all of a sudden it's not necessarily like marketing as much as,you know, getting them into the consideration phase, I think, a littlemore quickly. So what do you stand to...

...lose without use cases? I think withoutuse cases you're confined to maybe a more direct, and I'm gonna probablyoveruse sales. E but, um, sales, the approach, you might have to lean alittle bit harder on, you know, the unique product offering, It's a uniqueservice offering, which, well, you do want to communicate that. I don't thinkthat's ultimately what gets people to By. I think ultimately, especially inB2B when oftentimes, the product is specialist, you want people to be ableto really wrap their head around what they're going to be able to get out ofit. And so if you don't have those, and it's something that's a little bit moremurky, uh then you maybe lose people at the beginning, where they're just like,I don't really understand how I could plug this in, so I'm just gonna, it's apass for me and you know, then you may not get the second opportunity tointeract with them. So how do you replicate the credibility that comeswith use cases? Oh, I think one big...

...thing is leveraging your existing brandclout. If you haven't, obviously not, everyone is going to have a brand,brand cloud or recognition in the space, but, you know, if it's a new product,then you don't have a use case. I think that's something that you have to do,um, you know, speak to your strengths that are already going to be known,especially if there's an existing audience and then you may just have tosort of make the leap. And even though it's not ideal, you know, speak tothose unique value proposition is kind of in conjunction with your existingbranding and that that may be enough to kind of get people to open up to theidea of the new product, but it's definitely a tougher road to how Iwould say. Mm So let's get tactical here. How do you craft your contentstrategy without the use cases? So I spoke to it a bit, but as far as likethe actual content to put forward, I...

...think if you have it any kind of 3rdparty validation of your company or brand or product is great and thatcould even be like average customer rating on something, although I knowthat's not quite B two B, but if there is like a analyst report that says likethis is where you fall in the ranking, leveraging any kind of good takeawaysthere. And then I think really thought leadership content, especially ifyou're in a unique space is good. Again, anything that's going to advance, Iguess people's perception of you as a leader in the space, I think it's goingto make them more open to any new products that you may come out with. SoI think it's it's more of having to have a little bit of an end around inmind where you're kind of promoting content that's not as directly focusedon the product, maybe even, but but really knowing you're promoting theproduct just with your general content...

...strategy and then maybe in a small way,kind of seeding the ground with that more products specific content. Butwithin a mix of these other thanks other other pieces. Hey everybody Loganwith sweet fish here. If you've been listening to the show for a while, youknow where big proponents of putting out original organic content on linkedin. But one thing that's always been a struggle for a team like ours is toeasily track the reach of that linked in content. That's why I was reallyexcited when I heard about Shield the other day from a connection on, youguessed it linked in since our team started using Shield. I've loved howit's led us easily track and analyze the performance of Arlington contentwithout having to manually log it ourselves. It automatically createsreports and generate some dashboards that are incredibly useful to seethings like what contents been performing the best and what days ofthe week are we getting the most engagement and our average viewsproposed. I'd highly suggest you guys...

...check out this tool if you're puttingout content on linked in and if you're not, you should be. It's been a gamechanger for us. If you go to shield app dot Ai and check out the 10 day freetrial, you can even use our promo code B two B growth to get a 25% discountagain. That's shield app dot Ai. And that promo code is B the number to begrowth. All one word. All right, let's get back to the show, curious. Have youtried to create content without use cases in the past and what ideashaven't worked? How would you caution our listeners? Sure. Well, I I think there's atemptation and in B two B to operate more like B two C where it's like,here's the product, like download it now, trial it right now, you know,that's obviously specific to the SAs space, but like the phrase that I've,it's not mine, but I'm going to steal...

...it, just asking somebody to kind ofmove in on the first date. Um and this kind of goes back to my earlier pointabout having these other pieces of content to kind of push maybe a broaderbrand messaging strategy to push in conjunction with that final step.Because ultimately, you know, from my perspective, being like the digitalmarketing space, if you're only doing product specific content by now to talkto somebody right now, um if you haven't ceded the ground with thoseother things, then that's going to be a very, very expensive strategy that isnot going to yield probably the results that you want. And you're really notgoing to be bringing net new people into the fold, You're going to be justsort of probably reengaging maybe your existing customer base or people thathave already taken in your messaging in some way. It's very hard for tosomebody just take a a leap because,...

...you know, in our case, even if it's afree trial, it's it's not free in the sense that you're going to have toundertake maybe hours of implementation. So, so that is one thing where, youknow, I think we're definitely getting better about this, but there have beenoccurrences in the past where we do focus just on that bottom of the funnelor we have focused on just that bottom of the funnel. And it's, you know,something where we're building upward in the funnel, whenreally we should be kind of starting upward and then gradually move down andhave a smaller subset of people where you're really encouraging them to movein and interact with the product. So for somebody wanting to do what you'resuggesting, who's in your shoes? What is Step 1? What's step 2? Uh, yeah, no,that's a, that's a good question. I think the first thing that you need todo is have an idea of your timeline. I...

...think, I think one mistake that a lotof people make is okay. The product launches like next month. So I'm goingto start thinking about it two weeks before and then by the time I request,um, you know, all of the content needs that we have and think through thecampaigns were already kind of into the, you know, the products maybe alreadylaunched or you're just, and you don't have as many assets as you need to workwith. So I think Really think probably with, you know, at least like a 3-6months lead time on, Anything that you're wanting to do is a step, onethat I think is very important. And then uh, step to, you know, kind oftouched on this to an extent, but I think, you know, don't reinvent thewheel on certain things that go with certain brand messaging tactics thathave worked well and just figure out how you can kind of plug in the newproduct. And then I think as a, maybe a final thing to not get kind of too intothe weeds on, on steps and just keep it broad, you know, think of like theemotional value proposition more than...

...the product specific value propositionbecause that's probably what's going to bring people's interest enough tointeract and get to the point where they're actually learning about productspecifics griffin. What results can a listener expect to see if they'refollowing these tactics, implementing this strategy? Tell me about that. Sure.Well I think one thing to keep in mind is especially if you kind of follow thesteps that I've kind of laid out, where you're doing like a broad approach oflike seeding the ground and maybe slowly kind of ramping up what yourwhat you should probably see is that it's not going to be an immediate, youknow, probably not an immediate win. People probably need to interact with,you know, your campaigns, your tactics a handful of times before they'rereally deeply into the consideration phase, especially in B two B um youknow, they might interact with a...

...webinar or they're on your mailing listand they're interacting in a few different ways, so I would expect. Umand what you want to see is, you know, maybe very little activity in thebeginning, but like a slow and steady ramp up of improvement over time. And Ithink that's just unfortunate sometimes because a lot of times we want thatimmediate win and so does so does our CMO. Um, but I think oftentimes it'sjust, you know, you have to almost fight that battle uh, internally tostart with and say, you know, look, this is probably going to take sometime. It's a new product, you know, I don't expect us to, you know, overnight,see a big flood of activity, but as long as you're seeing more in week twothan you did in week one and more in week three than you did a week too. Andthat kind of extends through then you're, you know, you're on the righttrack and if, and if you don't then you probably need to retool. I love it.Well that is such good encouragement...

...for anybody who is in that scenarioright now, Griffin, thank you so much for joining me today. Where can peoplego to learn more about you and microstrategy? Yeah, absolutely. I'mnot a huge social media person, but I feel free to direct message me onlinkedin and if it's related to this, I'm happy to connect and kind of sharemore explicit contact info and then microstrategy. Uh we're on all socialmedia and microstrategy dot com if you want to learn more about what we do.Well, thank you again for joining me on the to be growth. All right, thank you.It was fun. Is the decision maker for your product or service at BBB marketer.Are you looking to reach those buyers through the medium of podcasting?Consider becoming a co host of GDP growth. This show is consistentlyranked as a top 100 podcast in the marketing category of Apple Podcasts,and the show gets more than 130,000...

...downloads each month. We've alreadydone the work of building the audience so you can focus on deliveringincredible content to our listeners if you're interested, email Logan at SweetFish Media dot com. Mm hmm.

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