We are bookending your week, every week with a couple of podcast episodes that we hope can provide insights on how to be a better marketer, sales pro, or operator in your B2B company.
Leaders are asking a lot of questions about what’s going on in marketing right now.
The spotlight is being put on content marketing.
After investing a ton of money, energy, and resources, decision makers are asking, “do we even really need content marketing?”
If you’ve heard that question being asked internally chances are your leadership team needs to be educated on the value that content marketing is bringing to your business. Being able to effectively communicate how content positively impacts your ROI will help marketers jump levels in 2023.
If there are questions around content at your organization the question that should be asked is simple:
Does content marketing fit our culture?
Thomas Peham is the marketing leader at Storyblok and this is a question that he thinks is critical when making decisions around content. He’s seen his team scale from 3 to 30 marketers in a short time and has a lot of ideas about how content can be one of your primary catalysts for growth. He shared his thoughts on scaling with content on an episode that we dropped last week.
We are starting this week thinking deeply about how we can communicate effectively to the audiences that we serve without causing confusion. Marketing at The Juice presents an exciting opportunity to communicate with our members and also brands distributing content on the platform. While it’s been a lesson for us in effective messaging we’ve realized that we’ve caused some confusion along the way.
As marketers at a startup, you need to be intentional about your audience and simplify your messaging and positioning as much as possible. As our CEO Jonathan Gandolf says, “you can’t be everything to everybody.” The Juice has had to reevaluate their audience and messaging a few times, because there are two sides to the business. There are brands who use The Juice to post their content and sell their product and there are members/users who use The Juice to learn and further their career.
In this episode we cover:
- Dual sided marketplace: What are the benefits and disadvantages when building out effective communication
- User experience: The things we consider when thinking about messaging and the experience for our members
- Building resonance: Why less can be more when messaging to your audience
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