The two premises that we always tell you and that you should record on fire are:
1) Prepare the content that your customers want to read (that is useful)
2) Reuse everything you do
That is what will make you be "desired" by your clients and raised to the category of expert.
If you make a long video, chop it up for social media and extract the transcript for a blog post.
If you make a lengthy document, break it up into a series of educational emails.
Repost content you already posted months ago.
In general, reuse the content.
"If I had more time, I would have written you a shorter letter" - Blaise Pascal
Simplification is your friend
In the age of inattention, the good, if short, is twice as good.
If your content enters a tweet, the better.
If it enters a LinkedIn post, the better.
And if you need a 50-page document, if it's okay and useful, go for it, but as a main rule, try to be short and to the point.
Tell a story where you solve a single concept.
If you have difficulty generating a story, in the fundamentals template we give you a basic structure to create content: https://docs.google.com/spreadsheets/d/1H1GS8A7UwXG6LmewNKbQxpaoeyRNR4B1u-KyBxxGQRI/edit#gid=1540097756
If you pay attention, you can tell a story with the ordering of these contents.
Example with the first content you see in the Foundation Sheet template:
"One of my clients had been "begging" B2B leads for 2 years. (Who is this for?)
Poor.
We proposed to improve their process and automate some things.
He had been reading articles for a while, he had done a Growth Hacking course with a lot of tools, but bad luck, (Old way of doing things)
He thought about doing it himself with his team, but he was overwhelmed, he didn't know where to start. (Problem/Fear/Frustration)
Luckily, we showed him the way.
He just landed his first client this year. (Expected result)
Happy." (Emotion)
See how I do it? How do I tell the story?
And from this type of content you can make 10 different ones.
Other approaches or with more real data to provide credibility.
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Another example:
"Imagine you want more qualified leads.
Every business needs it.
And why don't you have them?
You've tried tools.
You've hired agencies You
've created dozens of pieces of content.
And nothing.
What's going on?
It's not your product.
It's not your company.
It's not even your client.
Have you thought that maybe it's your message?
about
Think it
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Do you see the focus? This is very geared towards LinkedIn/twitter threads, but can go in an email just fine.
You mix this with more direct product videos, feature videos and other Branding videos.
And now you have it!
NOTE: If your product is very technical, add technology and demonstrate facts. You win technical profiles more with "Facts" than with emotions. Adapt your message to your interlocutor.
Don't be afraid of this. Much has been said about whether to talk only about benefits and no features.
In Product Marketing for B2B, both concepts are important, and the more Technical your product is, the more necessary those characteristics will be to fight against possible objections.
The best headlines come from talking to your customers and understanding their pain points.
Talk about real stories and create catchy headlines.
For example, if you have a headline that is "How to fill your calendar using LinkedIn" and you add an ease term, the headline will be "How to EASILY fill your calendar using LinkedIn."
The goal is to apply force to your headline.
"Optimize", "Streamline", "Cutting Edge", "Growth", "Digital Transformation", "360", "2.0...3.0...5.0", "Synergies", " fast", "faster", "flexible", "scalable", "innovative",...
All these "consultant terms" you should try to avoid in your content at all costs and accompany them with real data.
And if these data come from the mouths of your clients in success stories, much better.
Your clients are better copywriters than you.
Steal their words.
Copy / paste them into your content.
We have already talked about PROMISES, Claims and headlines.
But just as important are the first lines in social networks to attract attention.
Some first lines that you can use:
We have spoken several times about them too.
The enemies are the old and bad ways of doing things, insufferable common tools (SAP, Jira, Excel...and things like that...) or current situations (government, covid, snowfall, technologies,...)
If you can creating content for common enemies will give you a direct feeling of belonging to the club "it happens to them too, they are sufferers like me!".
The client.
The protagonist is not your product, nor your technology. The protagonist must be "a client who has a problem and thanks to my product got..."
You must use them in networks, mails, YouTube... get them off the web and move them!! Repeat them every 4-5 months and repost them. Tell different stories and play the video. Credibility multiplied x1000 in two clicks.
In personal networks NO. Never put in your posts "and if you want to know more come to my website" NO!. You want to talk, you are not an advertisement.
You are looking to talk, not sell.
You can add a link in the comments when you make some Branding content. But in educational posts you should not sound "salesman", you should sound "evangelizing".
Post EVERYTHING to the limit you feel comfortable with.
The deeper what you post, the more credibility you will have.
Set your own limits and rules so that your whole team is clear about it.
You must define a person in charge to do it and define a weekly periodicity.
If you can't/want you can hire someone.
On LinkedIn and uptowork there are Copywriting professionals who can prepare the content for you.
My recommendation is that you or someone on your team do it, but if you can't do it, you'll have to hire them.
Here's a guide to the best content to post on LinkedIn to get ideas. You can use the same ones for emails and other networks:
https://docs.google.com/document/d/1G1uZSisfOLDOp7GNDPLNPKoYRNNNrQfB9fYPhYt3eu4/edit
Video of how to use the guide:
The first content will embarrass you.
When you get 20, they'll be better.
And when you get 200, you'll wonder why you didn't start sooner.
Simply practice
Task: Dedicate one day a week to creating content. When you have practice you can do them in real time, but at the beginning it is better that you reserve a couple of hours at least.
Go adding the contents elaborated in your Copy Market Fit (CMF) sheet to have them ready to publish.