If you’re a B2B product, chances are your lead generation strategy relies largely on inbound channels that ties closely to creating content. In the last 5 years, the cost to advertise and acquire customers have increased by significant rates – CAC increased by 50% in both B2B and B2C spheres. We’re also paying 20-40% more for content creation when compared to 5 years ago. (Source: ProfitWell).
To top this all, content shock is real (Take one scroll through your Pocket account/bookmarks feed and you’ll concur in no time) and attention spans are faltering. Growing an audience and proving ROI on your content is a sporadic win and the kind of the advice on the internet is stale and unactionable.
Ed Shelley shares with us a whole new perspective on the content process — journalistic and business case mindset for ideation, naturally high engagement for distribution, and hiring people for content who are not an obvious choice for the role.
Listener Notes:
[00.22] -- Journalistic approach to pitching stories
[02.18] -- Immerse yourself in the industry
[03.40] -- Content is dissolving the same problem the product is
[05.25] -- Distribution is an ever-evolving process
[5.35] -- Producing content that can be naturally distributed
[9.18] -- Distribution doesn’t involve deep work but short a buzz of activity
[10.35] -- Splitting ownership of production and distribution between different people
[11.20] -- Hire people who are traditionally not an obvious placement inside the team
[12.30] -- Hiring for the content team: Traits
[12.55] -- Picking from different disciplines
[15.20] -- First Round Capital
