The word content can be overwhelming. What is content? How do I create it? Where do I find ideas?
Content is your ad copy. Content is on your website. Content helps your sales team go out and make cold calls. It’s everywhere, which is why it has so much power.
It’s key to start by understanding that buyers actually don’t want to talk to a salesperson; they will always prefer to do their own research first before contacting your sales team. “Understanding their triggers and pains before they get to that buying decision is really important,” says Alice Ko, Head of Product Marketing at Puzzle.io.
About Alice Ko
Alice is Head of Product Marketing at Puzzle.io, which makes real-time accounting software for startups. Alice has held several leadership and strategic roles in content marketing over the last decade, and she says if you can understand your customer’s journey and where they might be looking for help along the way, that’s the perfect place to plug yourself in with your own content.
The TLDR
Some say that content might be losing effectiveness, but the key to content that converts is understanding the draw of your content for your prospects.
“Understanding their triggers and pains before they get to that buying decision is really important,” says Alice Ko, Head of Product Marketing at Puzzle.io.
The best marketers understand their customers very very well. And if you can understand their pains and their challenges, there is a way to help them find what they’re looking for – and that’s the perfect place to plug yourself in with your own content.
And there’s something called AI that’s here to help. That’s right, help — not take your job.
“Automation and technology now exist to actually empower your team,” Alice says. “It’s the best thing that could ever happen to marketers … If you know what questions to ask that bot, you will come out even stronger in the end.”
In this episode of Supercharge Marketing, Alice talks about how to use AI to create content that resonates with your audience, how you can come out on top even in a down market, how to best measure the success of your content, and why it’s important to seek direct feedback on your content from customers.
Marketers always have to stay on top of trends, and I don’t just mean marketing trends. [With] new marketing tools like ChatGPT or Lumen5, you always have to stay on top of what is going on in the market … If you can understand your customer’s pains, their challenges and what keeps them up at night, you will be able to talk to them in a way that resonates. Understanding their pain helps you create that messaging and content.
Alice Ko, Head of Product Marketing at Puzzle.io on Supercharge Marketing Podcast
What will you learn:
- Why automation and AI is a marketer’s best friend
- How to know what content to create
- How to better measure the success of your content
- Why focusing on your strengths (and not weaknesses) is better
- How to come out on top even in a down market
Why should you care?
- AI can empower your marketing team
- Content has so much power, use it well
- Content is hard to measure and track
- Bringing out the best in everyone improves the entire team
This episode of the Supercharge Marketing podcast is available to listen to on all main streaming platforms including Spotify, Apple Podcasts, Google Podcasts, Amazon Music and more. Listen here.
Enjoyed this conversation? New episode every 4 weeks!
Follow Lumen5 on LinkedIn for future updates or subscribe with the form below:
