I am with the Morning Brew in 2015. Since then, the content landscape has turned into an even more competitive arena. The costs for the paid acquisition have been raised. The content differentiation is more difficult than ever, especially if AI can write generic contributions in seconds.
The result is a sea of ​​equality 101-level blog posts, cringy trade fair stands, outreach emails that offer free AirPods when you listen to a pitch and aggressive marketing drip campaigns.
How can you stand out in a world of limited attention and high demand? Marketing teams have to build trust and provide their public content with real value. You can enable this with an ICP-focused content demand engine.
I will explain the exact process that we do in my new business. StoryarbTo build up the audience, build trust and to promote the demand for high-growth B2B companies.
How to manufacture a content demand engine
Step 1: Define your market from one.
First ask yourself who is your market of one? This is similar to your ideal customer profile (ICP), but even more specific. Imagine a real, individual person who needs the product or service that your company offers. Then ask:
- What are your needs?
- What are the challenges with?
- How can you provide you with something really valuable?
As chairman of Storyarb, one Bruno Estrella market, marketing manager at Software Company Clay. When I write our content, I think about which topics are interesting for Bruno and what he needs to know in order to come forward in his role.
Step 2: Find the smartest people in your industry.
As soon as you have worked to understand your market, it is time to think about who this person might want to learn from. Ask yourself, who are the smartest people in your industry? Who are the experts or SMEs whose advice would be most valuable for potential customers?
If you are not sure where to start, I have found that there are four common types …