TMI 3 in 10 Video Series
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Issue #28
February 16, 2022

My take on the intersection of marketing + life

Hi , 👋

If you’ve changed job function or increased social media activity in the last two years, odds are you interact daily with someone you’ve never actually met in person.

Me too! 🙋🏻‍♀️

While it’s a long cry from in-person networking, Zoom calls and LinkedIn comments are the way to connect in 2022.

A new, but already dear connection for me is Ashley Faus. (Go ahead, connect with her here too!)

Ashley is the content strategy lead for software at Atlassian. She’s also and a major fitness freak. That’s two synergies for us right there.

On this month’s TMI 3 in 10, Ashley shares 3 tips for doing content well in 2022.

For my full 10-minute+ interview with Ashley (her practical ideas were too good to cut!), take a listen here. Just seeking Ashley’s 3 tips on content marketing? Read the Cliff Notes below. 👇

Here are Ashley’s 3 top tips for B2B content marketing in 2022:

1.     Move away from the linear funnel and into the content playground. I primarily focus on what would traditionally be called “top of funnel” content that educates and empowers audiences about the problems and solutions they face. But, I have an analogy called the Content Playground that moves away from the linear funnel.

Instead of measuring readers in steps — from arrival to lead — the Content Playground idea transforms how we think about creating content and allows people to chart their own path. There are no dead ends. They can enter and exit as they please, utilizing all the pieces of content in the total funnel.

2.     Be explicit with your CTAs or risk confusing the reader. Resist the mindset of "Oh, we're just going to get them to fill out a form for the e-book and then: Haha — we've captured them now. They're a lead!"

If we see content as different pieces on a playground, then we need explicit CTAs to help people at different stages in their buying journey get where they need to go. You want to learn? Stay over here. You want to buy? Come over here.

CTA buttons should be a mix of:
  • Buy Now
  • See Pricing
  • Contact sales
  • Get the eBook
  • Download
… and more!

3.     Engage in human-to-human marketing. Create a personalized connection with your audience. How we measure engagement is going to shift significantly in 2022 and beyond. If you were previously measuring by number of downloads or emails collected, that's going to have to shift when you start to think about content as a holistic ecosystem of places where people can hear about you.

It will become a lot more of a one-to-one or a personalized connection. And the only way you're going to be able to get that information in a lot of cases is to ask your customers. At Atlassian, our product marketing managers do conduct customer interviews and ask: What problems are you trying to solve?

Doing so gives us a holistic view of where people are in their mindset, in their search for a solution, in their understanding of the boundaries of the problem. In that, we find the different online touch points that they engaged in.

Thank you, Ashley, for sharing your expertise

Are you a marketing ⭐️? If so, I’d love to feature you in a future TMI 3 in 10 episode. Reply to this email and tell me about your specialty marketing focus and what you’d like to talk about.

All the best,

Stuff worth reading

B2C: Create a human connection with B2B digital marketing.

Motion: Understanding ROI in marketing.

Marketing Profs: The future of B2B marketing: Better timing, more respect.

Forbes: 3 ways to be more concise in your writing.

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