October 24, 2024 • 14 mins
For many marketers, it can be a challenge knowing how to market technical products and services when the assumption is often that for content to resonate, it must speak in very technical terms. Today, we'll discuss the secrets behind effective communication in this experimental episode of The Virtual CMO Podcast. For this episode, host Eric Dickman leveraged Google's NotebookLM AI voices to bring insights from his recent blog article to life with surprisingly realistic results!
The AI narrators discuss why focusing solely on technical specifications can limit your audience reach, and they explore strategies to engage diverse audiences throughout their buyer's journey. From capturing attention with blog posts and infographics to building credibility with webinars and case studies, this episode offers a treasure trove of techniques for marketers looking to enhance their storytelling prowess.
In his article, Eric Dickman shares a paradigm-shifting approach to marketing technical products, known as the "wider net approach." Learn how to tailor your content to meet the needs of novices and experts, ensuring no potential customer is left behind. As your audience progresses from awareness to consideration and decision, understand the importance of providing product downloads, comparison guides, and compelling testimonials to instill confidence. With suggestions on repurposing content for greater impact and the art of storytelling, this episode promises insights into the challenging task of marketing technical products and services.
Article: Why Fishing with a Net (Not Just a Pole) is the Key to Marketing Technical Products and Services
Detailed Show Notes: https://fiveechelon.com/marketing-technical-products-services-s9e1/
A fractional CMO can help build out a comprehensive marketing strategy and execute targeted campaigns designed to increase awareness and generate demand for your business...without the expense of a full-time hire.
The Five Echelon Group - Fractional CMO and strategic marketing advisory services designed for SMBs looking to grow. Learn more at:
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Eric Dickmann (00:00):
Welcome to the Virtual CMO Podcast.
I'm your host, eric Dickman.
Today's episode is a bitdifferent and, I must say,
rather experimental.
We're diving into thefascinating world of AI
narration using Google'scutting-edge Notebook LM AI
voices.
Recently, I shared my thoughtsabout marketing technical
products and services in anarticle on LinkedIn, and I
(00:23):
thought it would be interestingto have this content interpreted
by AI narrators.
What you're about to hear is anAI-powered exploration of those
ideas.
The only information I providedto the AI was a link to the
blog.
Everything else the LM did onits own.
Before we begin, I want tomention that while the narration
is AI-generated, the contentand ideas are very much human.
(00:47):
Drawn from my own experiencesand observations in the
marketing world, I'm curious tohear what you think about this
format, so feel free to contactme on LinkedIn or through our
website.
The links will be in the shownotes.
Let's dive in and explore thisintersection of human insight
and artificial intelligence.
AI Man (01:05):
All right, so we're diving deep into marketing
technical products today.
AI Woman (01:10):
And we've got this great article called the Key to
Marketing Technical Products andServices to help us.
AI Man (01:15):
Perfect, yeah, we're going to pull out all the best
bits for you guys.
AI Woman (01:18):
The biggest takeaway, I think, is that, even though
showing off your technicalknow-how is super important,
focusing only on tech specs canactually make your reach smaller
.
AI Man (01:28):
Kind of like trying to explain how awesome a symphony
is by just talking about thefrequencies of the notes.
AI Woman (01:33):
Exactly, you miss the emotional impact.
AI Man (01:35):
You lose the feeling.
AI Woman (01:36):
Yeah, the author Eric Dickman.
He argues that a lot ofcompanies get stuck there
Thinking that a technicalaudience only wants super
technical info.
AI Man (01:47):
So does that mean, we should like dumb it down?
AI Woman (01:49):
Not at all.
It's more about realizing thatpeople are coming to this with
different levels ofunderstanding.
AI Man (01:54):
Okay.
AI Woman (01:55):
Some people are already familiar with the tech
and others are just starting toexplore it.
AI Man (01:58):
So how do you create content that actually speaks to
both of those groups?
AI Woman (02:04):
That's where this wider net approach comes in.
Yeah, the article breaks downcontent into three stages that
kind of mirror the buyer'sjourney.
Yeah, awareness, considerationand decision.
AI Man (02:16):
Okay, I like it Break it down for me.
AI Woman (02:18):
All right.
So awareness, that's the hook.
You're trying to grab theirattention.
Get them interested withoutoverwhelming them with jargon,
got it?
Imagine like blog posts aboutcommon industry problems or
e-books that highlight emergingtrends.
You could even use infographicsto break down those complex
ideas.
AI Man (02:36):
So basically, you're showing them, you get their
problems before you even mentionyour product.
AI Woman (02:40):
Exactly.
You're establishing yourself asan expert, someone who can
guide them.
Okay, Makes sense, not justtrying to make a sale.
AI Man (02:46):
So then, how do you move them into the consideration
stage once you've got theirattention?
AI Woman (02:50):
Then you can start bringing in some more technical
details, but you still want tofind the right balance.
Things like webinars, casestudies, white papers those are
all good here.
AI Man (02:59):
So instead of just saying our software is amazing,
you're showing them why it'samazing.
AI Woman (03:05):
Yeah, you're backing up your claims with data and
real world results.
AI Man (03:08):
Nice, showing how it solves specific problems.
AI Woman (03:10):
All right, so they're considering it now.
What do we do to get them toactually decide to go with us?
AI Man (03:16):
Time for the big finale, the decision stage.
This is where you got to givethem that extra boost of
confidence.
Okay, product downloads aregreat here, because people can
actually see the product inaction.
Detailed comparison guides canbe super helpful too.
AI Woman (03:29):
Right, so they can see how you stack up against the
competition.
AI Man (03:33):
Yep and testimonials.
AI Woman (03:35):
Yeah, those are so powerful.
AI Man (03:37):
Those are key.
Give them that social proof.
AI Woman (03:39):
It's like word of mouth on steroids.
AI Man (03:41):
Exactly, it makes a huge difference.
AI Woman (03:43):
This is great stuff but honestly it feels like a lot
to manage it can be, but thearticle actually suggests
repurposing content.
Okay.
AI Man (03:52):
You know like if you have a really detailed white
paper, break it down into aseries of blog posts, each one
focusing on a different part, orturn those blog posts into
snippets for social media.
AI Woman (04:05):
Ah, so you're getting more mileage out of your work.
AI Man (04:07):
Exactly, and don't forget about storytelling.
Storytelling, yeah, but we'retalking about technical products
.
AI Woman (04:12):
Even technical products solve human problems.
Sure you can weave stories intoyour content, like case studies
with specific customers oranecdotes about how your product
has made a difference.
AI Man (04:22):
So you're making it more relatable and engaging.
AI Woman (04:24):
Exactly Stories help people connect with your brand
on a deeper level.
AI Man (04:29):
Okay, I'm starting to see the bigger picture here.
Eric Dickmann (04:31):
Good.
AI Man (04:31):
This article also mentioned something called a
fractional CMO.
What is that?
AI Woman (04:37):
It's basically like a marketing expert who works with
several businesses part timeInteresting.
They offer strategic guidanceand support, kind of like having
a CMO on demand.
AI Man (04:47):
So like if a company can't afford a full time CMO,
they could use one of these.
AI Woman (04:50):
Yeah, exactly.
The author, eric Dickman,actually describes himself as a
fractional CMO and he mentionshis company has a virtual CMO
offering as well.
Not totally sure what that is,but it probably involves the
same kind of strategic marketinghelp.
AI Man (05:06):
Makes sense, but delivered online.
This has been super helpful.
I'm really starting tounderstand how to market
technical products in a moreeffective way.
AI Woman (05:15):
It's not just about throwing a bunch of jargon at
people.
AI Man (05:18):
Right.
AI Woman (05:18):
It's about creating content that connects with them
where they are.
AI Man (05:21):
Okay, so we've covered the basics of this wider net
approach.
Yes, and different types ofcontent for each stage.
AI Woman (05:28):
Uh-huh.
AI Man (05:29):
What should we tackle next?
AI Woman (05:30):
Let's dive into some more specific tactics and
examples for creating thatcontent.
AI Man (05:35):
Okay, let's do it.
AI Woman (05:36):
I think we can really make this actionable for people,
perfect and help them taketheir marketing to the next
level.
AI Man (05:41):
Love it.
AI Woman (05:42):
Okay, so let's get a little more practical.
AI Man (05:44):
Yeah, let's break this down.
AI Woman (05:45):
We've been talking about this wider net approach,
right, but what does it actuallylook like to create good
content for each stage of thatbuyer's journey?
AI Man (05:55):
Yeah, how do we hook people in the awareness stage
without getting too technical?
AI Woman (05:59):
Okay, so think about your audience.
What are their pain points?
Okay, so let's say you'reselling project management
software.
Maybe your audience isstruggling with teams that are
disorganized or they're missingdeadlines.
AI Man (06:10):
That's similar.
AI Woman (06:11):
So you could write a blog post called something like
five signs.
Your team needs a projectmanagement overhaul.
AI Man (06:18):
Ooh, I like that.
AI Woman (06:20):
It speaks directly to their problems without even
mentioning your software.
AI Man (06:25):
Right, you're giving them something useful up front.
Exactly what about if you'reselling cybersecurity software?
AI Woman (06:31):
Hmm, you could do an infographic.
AI Man (06:33):
Okay.
AI Woman (06:33):
Something like the Alarming Rise of Data Breaches
in Healthcare.
AI Man (06:37):
People love visuals.
AI Woman (06:38):
And that title really taps into a fear.
AI Man (06:42):
For sure.
AI Woman (06:43):
And e-books are great for giving more in-depth
information.
AI Man (06:47):
Okay.
AI Woman (06:47):
So say you're selling a CRM system.
You could have an e-book calledthe Ultimate Guide to
Optimizing your Sales Funnel.
AI Man (06:55):
I like it.
So you're positioning yourselfas a helpful resource, exactly,
not just someone trying to makea sale, right Right, so they're
aware of you and what you do.
How do we move them into thatconsideration stage?
AI Woman (07:05):
That's when you want to bring out the case studies.
AI Man (07:08):
Oh yeah, People love those.
AI Woman (07:09):
They want to see how your product has helped other
people.
AI Man (07:12):
Makes sense.
AI Woman (07:13):
But don't just list features.
You got to tell a story.
AI Man (07:16):
OK, give me an example All right.
AI Woman (07:17):
So let's say you sell software that helps streamline
manufacturing processes.
AI Man (07:21):
Okay.
AI Woman (07:22):
Find a customer who's gotten great results.
AI Man (07:24):
Okay.
AI Woman (07:25):
Maybe they reduced errors by like 50% or increased
output by 20%, and then telltheir story, talk about their
challenges and how your softwarehelped them overcome them.
AI Man (07:36):
That makes it feel real, you know.
AI Woman (07:38):
Yeah, exactly what about white papers?
AI Man (07:40):
Aren't those kind of boring?
AI Woman (07:42):
They can be if they're not done well.
Right, the key is to shareoriginal research or insights
that make you look like athought leader.
AI Man (07:49):
Gotcha.
AI Woman (07:50):
So let's say you're selling AI-powered marketing
automation software.
You could write a white papercalled the Future of
Personalized Marketing how AI isTransforming Customer
Engagement.
AI Man (08:01):
Ooh, that sounds interesting.
AI Woman (08:03):
Something like that.
AI Man (08:03):
Okay.
So now we're at the decisionstage.
They're almost ready to buy.
What do we do?
AI Woman (08:07):
It's time for a product demo.
Let them actually see yoursoftware in action.
AI Man (08:11):
Like a test drive.
AI Woman (08:12):
Yeah, exactly.
AI Man (08:13):
I like it.
AI Woman (08:14):
And make sure the demo is tailored to their needs and
pain points.
AI Man (08:17):
So they can really see how it would work for them
Exactly pain points, so they canreally see how it would work
for them Exactly.
What are comparison?
AI Woman (08:21):
guides, those are good too.
If they're still thinking aboutother options, you can lay it
all out and show them why you'rethe best choice.
AI Man (08:28):
And testimonials are super important here too right,
absolutely.
AI Woman (08:32):
They want to know other people are happy with your
product.
AI Man (08:35):
Right, it's like having a friend recommend something.
AI Woman (08:37):
Exactly, it gives them that extra reassurance.
AI Man (08:40):
Okay, so we've talked about creating all this content,
but how do you manage it all?
AI Woman (08:47):
You got to repurpose it.
AI Man (08:48):
What does that mean?
AI Woman (08:49):
So remember that case study about the manufacturing
company.
AI Man (08:52):
Yeah, the one who streamlined their process,
exactly Okay.
AI Woman (08:54):
Don't just put it on your website and forget about it
Right.
Turn it into a blog post thathighlights the main takeaways.
You could even make a shortvideo for social media with the
customer's testimonial.
AI Man (09:07):
Oh, that's smart.
AI Woman (09:08):
And pull out some quotes and stats for graphics to
share on LinkedIn.
AI Man (09:12):
So you're basically stretching that content as far
as you can.
AI Woman (09:15):
Yep, you're maximizing its impact without having to
start from scratch.
AI Man (09:18):
Okay, that's a good strategy.
AI Woman (09:19):
And impact without having to start from scratch.
Okay, that's a good strategy,and you can do this with all
kinds of content, like whitepapers, webinars.
Even blog posts can be turnedinto social media posts or email
newsletters.
AI Man (09:28):
It's like a content recycling program.
AI Woman (09:30):
More like a content amplifier.
AI Man (09:32):
Okay, I like that.
AI Woman (09:33):
And remember, even with all this digital stuff, the
human touch is still important.
AI Man (09:38):
Right, we talked about storytelling earlier, exactly,
but how do you actually do thatwith technical products?
AI Woman (09:43):
You got to remember that even the most complex
technology serves a humanpurpose.
AI Man (09:48):
Okay.
AI Woman (09:49):
So don't be afraid to show that human side.
AI Man (09:52):
So instead of just listing the features of your
cybersecurity software Right,you could tell a story about a
business owner who got hit by adata breach.
AI Woman (10:00):
Exactly.
AI Man (10:01):
And how your software helped them get back on their
feet.
AI Woman (10:04):
You're selling peace of mind, security, efficiency,
all those emotional benefits.
AI Man (10:08):
That makes it more compelling.
AI Woman (10:10):
And when you connect with people on that emotional
level, it makes a big difference.
AI Man (10:15):
This has been super helpful.
I'm feeling much more confidentabout marketing technical
products now.
AI Woman (10:20):
Good, I'm glad.
AI Man (10:21):
It's not just about being super techie Right.
It's about understanding youraudience and giving them what
they need.
AI Woman (10:26):
Exactly, you got it.
AI Man (10:27):
Okay, so we've talked a lot about creating awesome
content.
We have, but how do we actuallyknow if it's working?
AI Woman (10:35):
That's where measuring your results comes in.
You don't want to just put itout there and hope for the best.
AI Man (10:40):
Right.
AI Woman (10:40):
You got to track key metrics to see what's resonating
and what's not.
AI Man (10:44):
So what are some of those metrics?
What should we be looking at?
AI Woman (10:46):
Well, website traffic is a good place to start.
AI Man (10:49):
Okay.
AI Woman (10:49):
You know, are people actually finding your content.
AI Man (10:52):
Makes sense.
AI Woman (10:52):
So look at things like page views, unique visitors,
bounce rate.
AI Man (10:57):
Bounce rate.
What's that?
AI Woman (10:59):
So that's how many people are leaving your site
quickly, oh so like if theyclick on a page and immediately
leave.
Exactly, it might mean yourcontent isn't grabbing them.
Okay, so traffic is important,but but it's not the whole story
, right, we also got to look atlead generation.
Are people giving you theircontact info?
AI Man (11:15):
So like downloading an ebook or signing up for a
webinar.
AI Woman (11:19):
Yep, that means they're interested enough to
take the next step.
AI Man (11:21):
So that's a good sign.
AI Woman (11:22):
And then, of course, we want to see how many of those
leads actually become customers.
AI Man (11:26):
Right Because, at the end of the day, we want results.
AI Woman (11:30):
Exactly, it's all about driving business.
AI Man (11:32):
But that's not just about your website, right?
Social media is important too.
AI Woman (11:36):
Oh for sure, Social media is huge.
AI Man (11:39):
So what are we tracking there?
AI Woman (11:40):
Well, you want to see people sharing your posts,
liking them, commenting thatkind of stuff.
AI Man (11:45):
Engagement basically.
AI Woman (11:46):
Yeah, exactly, it means your content is hitting
the mark.
AI Man (11:49):
And helps get the word out.
AI Woman (11:50):
Exactly Builds awareness and credibility.
AI Man (11:53):
Okay, so we're looking at website traffic, leads,
conversions, social mediaengagement.
It's a lot.
That is a lot of data.
What do we do with all of it?
AI Woman (12:05):
Well, that's where the analysis comes in.
You got to look for patterns,see what's working and what
needs to be tweaked.
AI Man (12:12):
So like if a blog post is getting tons of traffic but
no one's clicking on the call toaction yeah.
Maybe we need to change thecall to action.
AI Woman (12:18):
Exactly, or if a certain type of social media
post is killing it.
You want to do more of that.
AI Man (12:23):
So the data helps us make better decisions.
AI Woman (12:26):
It's like a compass it guides you.
AI Man (12:28):
I like that because the world of marketing is constantly
changing.
AI Woman (12:31):
Always.
AI Man (12:32):
You got to be able to adapt.
That's the key.
Well, this has been a reallyinsightful deep dive.
AI Woman (12:37):
It has.
AI Man (12:45):
I feel like I have a much better understanding of how
to market technical productsGood.
I'm glad it's not just aboutbeing super technical.
It's about connecting with youraudience and telling their
story Exactly.
So we've talked about the widernet approach, the buyer's
journey, storytelling,repurposing content, using data
to improve.
AI Woman (12:57):
All the essentials.
AI Man (12:58):
And even if you're dealing with the most complex
technology, you can make itengaging if you focus on that
human element.
AI Woman (13:04):
Couldn't have said it better myself.
AI Man (13:06):
Awesome.
Well, thanks for joining useveryone.
AI Woman (13:08):
It's been a pleasure.
AI Man (13:09):
We hope you got some great takeaways to help you
level up your marketing game.
AI Woman (13:13):
And remember, marketing doesn't have to be
boring.
AI Man (13:15):
Keep it fun, keep it engaging.
AI Woman (13:17):
Keep pushing those boundaries.
AI Man (13:19):
Until next time.
Welcome to the Virtual CMO Podcast.
I'm your host, eric Dickman.
Today's episode is a bitdifferent and, I must say,
rather experimental.
We're diving into thefascinating world of AI
narration using Google'scutting-edge Notebook LM AI
voices.
Recently, I shared my thoughtsabout marketing technical
products and services in anarticle on LinkedIn, and I
(00:23):
thought it would be interestingto have this content interpreted
by AI narrators.
What you're about to hear is anAI-powered exploration of those
ideas.
The only information I providedto the AI was a link to the
blog.
Everything else the LM did onits own.
Before we begin, I want tomention that while the narration
is AI-generated, the contentand ideas are very much human.
(00:47):
Drawn from my own experiencesand observations in the
marketing world, I'm curious tohear what you think about this
format, so feel free to contactme on LinkedIn or through our
website.
The links will be in the shownotes.
Let's dive in and explore thisintersection of human insight
and artificial intelligence.
AI Man (01:05):
All right, so we're diving deep into marketing
technical products today.
AI Woman (01:10):
And we've got this great article called the Key to
Marketing Technical Products andServices to help us.
AI Man (01:15):
Perfect, yeah, we're going to pull out all the best
bits for you guys.
AI Woman (01:18):
The biggest takeaway, I think, is that, even though
showing off your technicalknow-how is super important,
focusing only on tech specs canactually make your reach smaller
.
AI Man (01:28):
Kind of like trying to explain how awesome a symphony
is by just talking about thefrequencies of the notes.
AI Woman (01:33):
Exactly, you miss the emotional impact.
AI Man (01:35):
You lose the feeling.
AI Woman (01:36):
Yeah, the author Eric Dickman.
He argues that a lot ofcompanies get stuck there
Thinking that a technicalaudience only wants super
technical info.
AI Man (01:47):
So does that mean, we should like dumb it down?
AI Woman (01:49):
Not at all.
It's more about realizing thatpeople are coming to this with
different levels ofunderstanding.
AI Man (01:54):
Okay.
AI Woman (01:55):
Some people are already familiar with the tech
and others are just starting toexplore it.
AI Man (01:58):
So how do you create content that actually speaks to
both of those groups?
AI Woman (02:04):
That's where this wider net approach comes in.
Yeah, the article breaks downcontent into three stages that
kind of mirror the buyer'sjourney.
Yeah, awareness, considerationand decision.
AI Man (02:16):
Okay, I like it Break it down for me.
AI Woman (02:18):
All right.
So awareness, that's the hook.
You're trying to grab theirattention.
Get them interested withoutoverwhelming them with jargon,
got it?
Imagine like blog posts aboutcommon industry problems or
e-books that highlight emergingtrends.
You could even use infographicsto break down those complex
ideas.
AI Man (02:36):
So basically, you're showing them, you get their
problems before you even mentionyour product.
AI Woman (02:40):
Exactly.
You're establishing yourself asan expert, someone who can
guide them.
Okay, Makes sense, not justtrying to make a sale.
AI Man (02:46):
So then, how do you move them into the consideration
stage once you've got theirattention?
AI Woman (02:50):
Then you can start bringing in some more technical
details, but you still want tofind the right balance.
Things like webinars, casestudies, white papers those are
all good here.
AI Man (02:59):
So instead of just saying our software is amazing,
you're showing them why it'samazing.
AI Woman (03:05):
Yeah, you're backing up your claims with data and
real world results.
AI Man (03:08):
Nice, showing how it solves specific problems.
AI Woman (03:10):
All right, so they're considering it now.
What do we do to get them toactually decide to go with us?
AI Man (03:16):
Time for the big finale, the decision stage.
This is where you got to givethem that extra boost of
confidence.
Okay, product downloads aregreat here, because people can
actually see the product inaction.
Detailed comparison guides canbe super helpful too.
AI Woman (03:29):
Right, so they can see how you stack up against the
competition.
AI Man (03:33):
Yep and testimonials.
AI Woman (03:35):
Yeah, those are so powerful.
AI Man (03:37):
Those are key.
Give them that social proof.
AI Woman (03:39):
It's like word of mouth on steroids.
AI Man (03:41):
Exactly, it makes a huge difference.
AI Woman (03:43):
This is great stuff but honestly it feels like a lot
to manage it can be, but thearticle actually suggests
repurposing content.
Okay.
AI Man (03:52):
You know like if you have a really detailed white
paper, break it down into aseries of blog posts, each one
focusing on a different part, orturn those blog posts into
snippets for social media.
AI Woman (04:05):
Ah, so you're getting more mileage out of your work.
AI Man (04:07):
Exactly, and don't forget about storytelling.
Storytelling, yeah, but we'retalking about technical products
.
AI Woman (04:12):
Even technical products solve human problems.
Sure you can weave stories intoyour content, like case studies
with specific customers oranecdotes about how your product
has made a difference.
AI Man (04:22):
So you're making it more relatable and engaging.
AI Woman (04:24):
Exactly Stories help people connect with your brand
on a deeper level.
AI Man (04:29):
Okay, I'm starting to see the bigger picture here.
Eric Dickmann (04:31):
Good.
AI Man (04:31):
This article also mentioned something called a
fractional CMO.
What is that?
AI Woman (04:37):
It's basically like a marketing expert who works with
several businesses part timeInteresting.
They offer strategic guidanceand support, kind of like having
a CMO on demand.
AI Man (04:47):
So like if a company can't afford a full time CMO,
they could use one of these.
AI Woman (04:50):
Yeah, exactly.
The author, eric Dickman,actually describes himself as a
fractional CMO and he mentionshis company has a virtual CMO
offering as well.
Not totally sure what that is,but it probably involves the
same kind of strategic marketinghelp.
AI Man (05:06):
Makes sense, but delivered online.
This has been super helpful.
I'm really starting tounderstand how to market
technical products in a moreeffective way.
AI Woman (05:15):
It's not just about throwing a bunch of jargon at
people.
AI Man (05:18):
Right.
AI Woman (05:18):
It's about creating content that connects with them
where they are.
AI Man (05:21):
Okay, so we've covered the basics of this wider net
approach.
Yes, and different types ofcontent for each stage.
AI Woman (05:28):
Uh-huh.
AI Man (05:29):
What should we tackle next?
AI Woman (05:30):
Let's dive into some more specific tactics and
examples for creating thatcontent.
AI Man (05:35):
Okay, let's do it.
AI Woman (05:36):
I think we can really make this actionable for people,
perfect and help them taketheir marketing to the next
level.
AI Man (05:41):
Love it.
AI Woman (05:42):
Okay, so let's get a little more practical.
AI Man (05:44):
Yeah, let's break this down.
AI Woman (05:45):
We've been talking about this wider net approach,
right, but what does it actuallylook like to create good
content for each stage of thatbuyer's journey?
AI Man (05:55):
Yeah, how do we hook people in the awareness stage
without getting too technical?
AI Woman (05:59):
Okay, so think about your audience.
What are their pain points?
Okay, so let's say you'reselling project management
software.
Maybe your audience isstruggling with teams that are
disorganized or they're missingdeadlines.
AI Man (06:10):
That's similar.
AI Woman (06:11):
So you could write a blog post called something like
five signs.
Your team needs a projectmanagement overhaul.
AI Man (06:18):
Ooh, I like that.
AI Woman (06:20):
It speaks directly to their problems without even
mentioning your software.
AI Man (06:25):
Right, you're giving them something useful up front.
Exactly what about if you'reselling cybersecurity software?
AI Woman (06:31):
Hmm, you could do an infographic.
AI Man (06:33):
Okay.
AI Woman (06:33):
Something like the Alarming Rise of Data Breaches
in Healthcare.
AI Man (06:37):
People love visuals.
AI Woman (06:38):
And that title really taps into a fear.
AI Man (06:42):
For sure.
AI Woman (06:43):
And e-books are great for giving more in-depth
information.
AI Man (06:47):
Okay.
AI Woman (06:47):
So say you're selling a CRM system.
You could have an e-book calledthe Ultimate Guide to
Optimizing your Sales Funnel.
AI Man (06:55):
I like it.
So you're positioning yourselfas a helpful resource, exactly,
not just someone trying to makea sale, right Right, so they're
aware of you and what you do.
How do we move them into thatconsideration stage?
AI Woman (07:05):
That's when you want to bring out the case studies.
AI Man (07:08):
Oh yeah, People love those.
AI Woman (07:09):
They want to see how your product has helped other
people.
AI Man (07:12):
Makes sense.
AI Woman (07:13):
But don't just list features.
You got to tell a story.
AI Man (07:16):
OK, give me an example All right.
AI Woman (07:17):
So let's say you sell software that helps streamline
manufacturing processes.
AI Man (07:21):
Okay.
AI Woman (07:22):
Find a customer who's gotten great results.
AI Man (07:24):
Okay.
AI Woman (07:25):
Maybe they reduced errors by like 50% or increased
output by 20%, and then telltheir story, talk about their
challenges and how your softwarehelped them overcome them.
AI Man (07:36):
That makes it feel real, you know.
AI Woman (07:38):
Yeah, exactly what about white papers?
AI Man (07:40):
Aren't those kind of boring?
AI Woman (07:42):
They can be if they're not done well.
Right, the key is to shareoriginal research or insights
that make you look like athought leader.
AI Man (07:49):
Gotcha.
AI Woman (07:50):
So let's say you're selling AI-powered marketing
automation software.
You could write a white papercalled the Future of
Personalized Marketing how AI isTransforming Customer
Engagement.
AI Man (08:01):
Ooh, that sounds interesting.
AI Woman (08:03):
Something like that.
AI Man (08:03):
Okay.
So now we're at the decisionstage.
They're almost ready to buy.
What do we do?
AI Woman (08:07):
It's time for a product demo.
Let them actually see yoursoftware in action.
AI Man (08:11):
Like a test drive.
AI Woman (08:12):
Yeah, exactly.
AI Man (08:13):
I like it.
AI Woman (08:14):
And make sure the demo is tailored to their needs and
pain points.
AI Man (08:17):
So they can really see how it would work for them
Exactly pain points, so they canreally see how it would work
for them Exactly.
What are comparison?
AI Woman (08:21):
guides, those are good too.
If they're still thinking aboutother options, you can lay it
all out and show them why you'rethe best choice.
AI Man (08:28):
And testimonials are super important here too right,
absolutely.
AI Woman (08:32):
They want to know other people are happy with your
product.
AI Man (08:35):
Right, it's like having a friend recommend something.
AI Woman (08:37):
Exactly, it gives them that extra reassurance.
AI Man (08:40):
Okay, so we've talked about creating all this content,
but how do you manage it all?
AI Woman (08:47):
You got to repurpose it.
AI Man (08:48):
What does that mean?
AI Woman (08:49):
So remember that case study about the manufacturing
company.
AI Man (08:52):
Yeah, the one who streamlined their process,
exactly Okay.
AI Woman (08:54):
Don't just put it on your website and forget about it
Right.
Turn it into a blog post thathighlights the main takeaways.
You could even make a shortvideo for social media with the
customer's testimonial.
AI Man (09:07):
Oh, that's smart.
AI Woman (09:08):
And pull out some quotes and stats for graphics to
share on LinkedIn.
AI Man (09:12):
So you're basically stretching that content as far
as you can.
AI Woman (09:15):
Yep, you're maximizing its impact without having to
start from scratch.
AI Man (09:18):
Okay, that's a good strategy.
AI Woman (09:19):
And impact without having to start from scratch.
Okay, that's a good strategy,and you can do this with all
kinds of content, like whitepapers, webinars.
Even blog posts can be turnedinto social media posts or email
newsletters.
AI Man (09:28):
It's like a content recycling program.
AI Woman (09:30):
More like a content amplifier.
AI Man (09:32):
Okay, I like that.
AI Woman (09:33):
And remember, even with all this digital stuff, the
human touch is still important.
AI Man (09:38):
Right, we talked about storytelling earlier, exactly,
but how do you actually do thatwith technical products?
AI Woman (09:43):
You got to remember that even the most complex
technology serves a humanpurpose.
AI Man (09:48):
Okay.
AI Woman (09:49):
So don't be afraid to show that human side.
AI Man (09:52):
So instead of just listing the features of your
cybersecurity software Right,you could tell a story about a
business owner who got hit by adata breach.
AI Woman (10:00):
Exactly.
AI Man (10:01):
And how your software helped them get back on their
feet.
AI Woman (10:04):
You're selling peace of mind, security, efficiency,
all those emotional benefits.
AI Man (10:08):
That makes it more compelling.
AI Woman (10:10):
And when you connect with people on that emotional
level, it makes a big difference.
AI Man (10:15):
This has been super helpful.
I'm feeling much more confidentabout marketing technical
products now.
AI Woman (10:20):
Good, I'm glad.
AI Man (10:21):
It's not just about being super techie Right.
It's about understanding youraudience and giving them what
they need.
AI Woman (10:26):
Exactly, you got it.
AI Man (10:27):
Okay, so we've talked a lot about creating awesome
content.
We have, but how do we actuallyknow if it's working?
AI Woman (10:35):
That's where measuring your results comes in.
You don't want to just put itout there and hope for the best.
AI Man (10:40):
Right.
AI Woman (10:40):
You got to track key metrics to see what's resonating
and what's not.
AI Man (10:44):
So what are some of those metrics?
What should we be looking at?
AI Woman (10:46):
Well, website traffic is a good place to start.
AI Man (10:49):
Okay.
AI Woman (10:49):
You know, are people actually finding your content.
AI Man (10:52):
Makes sense.
AI Woman (10:52):
So look at things like page views, unique visitors,
bounce rate.
AI Man (10:57):
Bounce rate.
What's that?
AI Woman (10:59):
So that's how many people are leaving your site
quickly, oh so like if theyclick on a page and immediately
leave.
Exactly, it might mean yourcontent isn't grabbing them.
Okay, so traffic is important,but but it's not the whole story
, right, we also got to look atlead generation.
Are people giving you theircontact info?
AI Man (11:15):
So like downloading an ebook or signing up for a
webinar.
AI Woman (11:19):
Yep, that means they're interested enough to
take the next step.
AI Man (11:21):
So that's a good sign.
AI Woman (11:22):
And then, of course, we want to see how many of those
leads actually become customers.
AI Man (11:26):
Right Because, at the end of the day, we want results.
AI Woman (11:30):
Exactly, it's all about driving business.
AI Man (11:32):
But that's not just about your website, right?
Social media is important too.
AI Woman (11:36):
Oh for sure, Social media is huge.
AI Man (11:39):
So what are we tracking there?
AI Woman (11:40):
Well, you want to see people sharing your posts,
liking them, commenting thatkind of stuff.
AI Man (11:45):
Engagement basically.
AI Woman (11:46):
Yeah, exactly, it means your content is hitting
the mark.
AI Man (11:49):
And helps get the word out.
AI Woman (11:50):
Exactly Builds awareness and credibility.
AI Man (11:53):
Okay, so we're looking at website traffic, leads,
conversions, social mediaengagement.
It's a lot.
That is a lot of data.
What do we do with all of it?
AI Woman (12:05):
Well, that's where the analysis comes in.
You got to look for patterns,see what's working and what
needs to be tweaked.
AI Man (12:12):
So like if a blog post is getting tons of traffic but
no one's clicking on the call toaction yeah.
Maybe we need to change thecall to action.
AI Woman (12:18):
Exactly, or if a certain type of social media
post is killing it.
You want to do more of that.
AI Man (12:23):
So the data helps us make better decisions.
AI Woman (12:26):
It's like a compass it guides you.
AI Man (12:28):
I like that because the world of marketing is constantly
changing.
AI Woman (12:31):
Always.
AI Man (12:32):
You got to be able to adapt.
That's the key.
Well, this has been a reallyinsightful deep dive.
AI Woman (12:37):
It has.
AI Man (12:45):
I feel like I have a much better understanding of how
to market technical productsGood.
I'm glad it's not just aboutbeing super technical.
It's about connecting with youraudience and telling their
story Exactly.
So we've talked about the widernet approach, the buyer's
journey, storytelling,repurposing content, using data
to improve.
AI Woman (12:57):
All the essentials.
AI Man (12:58):
And even if you're dealing with the most complex
technology, you can make itengaging if you focus on that
human element.
AI Woman (13:04):
Couldn't have said it better myself.
AI Man (13:06):
Awesome.
Well, thanks for joining useveryone.
AI Woman (13:08):
It's been a pleasure.
AI Man (13:09):
We hope you got some great takeaways to help you
level up your marketing game.
AI Woman (13:13):
And remember, marketing doesn't have to be
boring.
AI Man (13:15):
Keep it fun, keep it engaging.
AI Woman (13:17):
Keep pushing those boundaries.
AI Man (13:19):
Until next time.
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