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

Episode 2094 · 10 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 be growth. I'm Olivia Hurley with sweet fish media and I'm joined today by Griffin 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 we get to dive into some of this. So before we hit record, we were talking about the biggest challenge, Some of the biggest challenges that people face with content marketing. And you were saying that one thing that you've encountered 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 the capabilities that people want and are asking for. But how do you create the content calendar without use cases? So I think we should unpack that and let's start super basic what our use case is...

...going to provide for the content strategy. Sure. Well, yeah, I think, I think fundamentally what use cases can provide you, especially if you can tie in specific customers is a less like sales, e and direct approach. Um which I think helps you to build a certain degree of trust because you're going to be able to kind of lead people to examples that have already worked well, you're not saying oh this is the greatest thing ever and like you should definitely jump on board because that's just going to kind of I don't think it hits the right tone, but when you can show people possibilities, I think it gets the wheels turning in a more organic way. I think a good example that we used recently was a use case kind of customer success story in conjunction with cox automotive, who is not a hugely familiar name but they kind of run the background of sites like Autotrader and Kelley Blue book...

...and so the use case that we found for them with hyper intelligence products, which I won't get too in the weeds on that, but we were able to present a scenario where, you know, when they're looking to purchase a car and put it on the, on the market on one of their sites that's not a peer to peer. Uh, we were able to build out something for them where it literally shows them like a green light, a yellow light or a red light, 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 really interesting 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 at the product that might again make them think, well, like, that's a very interesting way to do it. What's one of those situations that we encounter? Um and all of a sudden it's not necessarily like marketing as much as, you know, getting them into the consideration phase, I think, a little more quickly. So what do you stand to...

...lose without use cases? I think without use cases you're confined to maybe a more direct, and I'm gonna probably overuse sales. E but, um, sales, the approach, you might have to lean a little bit harder on, you know, the unique product offering, It's a unique service offering, which, well, you do want to communicate that. I don't think that's ultimately what gets people to By. I think ultimately, especially in B2B when oftentimes, the product is specialist, you want people to be able to really wrap their head around what they're going to be able to get out of it. And so if you don't have those, and it's something that's a little bit more murky, 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 a pass for me and you know, then you may not get the second opportunity to interact with them. So how do you replicate the credibility that comes with use cases? Oh, I think one big...

...thing is leveraging your existing brand clout. 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 to sort of make the leap. And even though it's not ideal, you know, speak to those unique value proposition is kind of in conjunction with your existing branding and that that may be enough to kind of get people to open up to the idea of the new product, but it's definitely a tougher road to how I would say. Mm So let's get tactical here. How do you craft your content strategy without the use cases? So I spoke to it a bit, but as far as like the actual content to put forward, I...

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

...strategy and then maybe in a small way, kind of seeding the ground with that more products specific content. But within a mix of these other thanks other other pieces. Hey everybody Logan with sweet fish here. If you've been listening to the show for a while, you know where big proponents of putting out original organic content on linked in. But one thing that's always been a struggle for a team like ours is to easily track the reach of that linked in content. That's why I was really excited when I heard about Shield the other day from a connection on, you guessed it linked in since our team started using Shield. I've loved how it's led us easily track and analyze the performance of Arlington content without having to manually log it ourselves. It automatically creates reports and generate some dashboards that are incredibly useful to see things like what contents been performing the best and what days of the week are we getting the most engagement and our average views proposed. I'd highly suggest you guys...

...check out this tool if you're putting out content on linked in and if you're not, you should be. It's been a game changer for us. If you go to shield app dot Ai and check out the 10 day free trial, you can even use our promo code B two B growth to get a 25% discount again. That's shield app dot Ai. And that promo code is B the number to be growth. All one word. All right, let's get back to the show, curious. Have you tried to create content without use cases in the past and what ideas haven't worked? How would you caution our listeners? Sure. Well, I I think there's a temptation 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 of move in on the first date. Um and this kind of goes back to my earlier point about having these other pieces of content to kind of push maybe a broader brand messaging strategy to push in conjunction with that final step. Because ultimately, you know, from my perspective, being like the digital marketing space, if you're only doing product specific content by now to talk to somebody right now, um if you haven't ceded the ground with those other things, then that's going to be a very, very expensive strategy that is not going to yield probably the results that you want. And you're really not going to be bringing net new people into the fold, You're going to be just sort of probably reengaging maybe your existing customer base or people that have already taken in your messaging in some way. It's very hard for to somebody just take a a leap because,...

...you know, in our case, even if it's a free trial, it's it's not free in the sense that you're going to have to undertake maybe hours of implementation. So, so that is one thing where, you know, I think we're definitely getting better about this, but there have been occurrences in the past where we do focus just on that bottom of the funnel or we have focused on just that bottom of the funnel. And it's, you know, something where we're building upward in the funnel, when really we should be kind of starting upward and then gradually move down and have a smaller subset of people where you're really encouraging them to move in and interact with the product. So for somebody wanting to do what you're suggesting, 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 to do is have an idea of your timeline. I...

...think, I think one mistake that a lot of people make is okay. The product launches like next month. So I'm going to 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 the campaigns were already kind of into the, you know, the products maybe already launched or you're just, and you don't have as many assets as you need to work with. So I think Really think probably with, you know, at least like a 3-6 months lead time on, Anything that you're wanting to do is a step, one that I think is very important. And then uh, step to, you know, kind of touched on this to an extent, but I think, you know, don't reinvent the wheel on certain things that go with certain brand messaging tactics that have worked well and just figure out how you can kind of plug in the new product. And then I think as a, maybe a final thing to not get kind of too into the weeds on, on steps and just keep it broad, you know, think of like the emotional value proposition more than...

...the product specific value proposition because that's probably what's going to bring people's interest enough to interact and get to the point where they're actually learning about product specifics griffin. What results can a listener expect to see if they're following 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 the steps that I've kind of laid out, where you're doing like a broad approach of like seeding the ground and maybe slowly kind of ramping up what your what you should probably see is that it's not going to be an immediate, you know, probably not an immediate win. People probably need to interact with, you know, your campaigns, your tactics a handful of times before they're really deeply into the consideration phase, especially in B two B um you know, they might interact with a...

...webinar or they're on your mailing list and they're interacting in a few different ways, so I would expect. Um and what you want to see is, you know, maybe very little activity in the beginning, but like a slow and steady ramp up of improvement over time. And I think that's just unfortunate sometimes because a lot of times we want that immediate win and so does so does our CMO. Um, but I think oftentimes it's just, you know, you have to almost fight that battle uh, internally to start with and say, you know, look, this is probably going to take some time. 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 two than you did in week one and more in week three than you did a week too. And that kind of extends through then you're, you know, you're on the right track 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 scenario right now, Griffin, thank you so much for joining me today. Where can people go to learn more about you and microstrategy? Yeah, absolutely. I'm not a huge social media person, but I feel free to direct message me on linkedin and if it's related to this, I'm happy to connect and kind of share more explicit contact info and then microstrategy. Uh we're on all social media 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 consistently ranked 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 already done the work of building the audience so you can focus on delivering incredible content to our listeners if you're interested, email Logan at Sweet Fish Media dot com. Mm hmm.

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