I've got to brag for a sec. In just 3 editions of the Viks’ MIX, I've gained over 550 new subscribers. All thanks to you all. And that's no small feat, at least for me. It shows that all hard work I've poured into this thing is finally paying off.
An this is just lighting a fire under me to work even harder. So this week, I went into full-on beast mode – researching, writing, and crafting what I truly believe to be worthy of your invaluable time and attention.
We're about to take a deep dive into some serious B2B marketing insights. From killer Netflix-inspired strategies to redefining entire categories and squeezing every last drop of value out of your existing content, this edition is packed with insights and actionable advice that'll level up your game.
So let's get into it, shall we?
Welcome to edition #4 of the Vik’s MIX.
Killing it the Netflix way
Becoming the "Category King”
7 ways to turn existing content into a well-oiled, ROI-boosting machine
Killing it the Netflix way
When it comes to marketing, the lines between B2B and B2C are getting blurrier by the day.
And you know who's been leading the charge?
None other than the streaming giant, Netflix.
These guys have cracked the code on captivating audiences and building rabid fan bases, and savvy B2B companies have been taking notes.
Netflix has mastered the art of creating entire content universes that keep people hooked and craving more.
They've gone beyond just serving up great shows – they've built an immersive experience that extends far beyond the screen.
And you better believe B2B companies have been paying attention.
HubSpot 's "The Hustle" show is a prime example of how they've tapped into that binge-worthy, storytelling magic.
Source: Hustle
By featuring successful entrepreneurs and business leaders sharing their insights, they've cultivated a passionate community around their content, transcending the traditional software user base.
But that's just the beginning, folks. B2B companies have been adopting all sorts of Netflix-inspired strategies, from data-driven content personalization to continuous innovation and experimentation.
Take Adobe, for instance. Their "Experience Cloud" platform uses machine learning and customer data to deliver highly personalized content experiences, just like Netflix's killer recommendation engine.
It's like having a personal content concierge, serving up exactly what you want, when you want it.
And then there's Twilio, a cloud communications platform that's constantly pushing the boundaries of what's possible in their space. Sound familiar?
That's because they've embraced Netflix's mindset of relentless experimentation and innovation, keeping them at the forefront of their industry.
Infact companies like Salesforce have taken a page from Netflix's book when it comes to creating immersive brand experiences.
Their annual Dreamforce conference is like a fan convention on steroids, complete with interactive demos and mind-blowing brand activations that bring their products to life in unforgettable ways.
Listen, at the end of the day, these B2B companies have realized that standing out in a crowded market means thinking outside the box – and who better to learn from than the masters of captivating audiences?
If you're a B2B marketer looking to level up your game, it's time to start borrowing from the best.
Becoming the "Category King
In the overly competitive world of B2B marketing, simply competing in an existing category just won't cut it anymore.
Nope, to truly stand out and capture the attention of your ideal customers, you need to redefine the game itself.
This is why I love Christopher Lochhead’s mind-blowing concept, "Category Design”.
Source:
So, what's the big deal about Category Design, you ask?
Well, it's all about creating and owning a brand-spankin' new category that solves a specific, urgent problem for a defined set of customers in a unique and innovative way.
We're not talking about incremental product improvements or tweaking your messaging here.
Nuh-uh, we're talking about fundamentally reshaping the way customers perceive and approach a particular challenge.
Now, here's the kicker: while it's an uphill battle to become the undisputed leader in an established category, it's way easier to become the "Category King" when you create and define the category yourself.
Companies like Salesforce (pioneering the "Customer Relationship Management" category) and Uber (disrupting transportation with the "Ridesharing" category) have nailed this approach.
But hold up, there's more to it than just planting your flag. Effective Category Design hinges on crafting a compelling narrative that resonates with your target audience.
This isn't about marketing fluff; it's about articulating a vision that captures the imagination and speaks directly to the pain points and aspirations of your ideal customers.
Once you've defined your category and crafted your narrative, it's time to build a self-perpetuating "Category Design Flywheel."
This involves continuously reinforcing your position as the category leader through content, thought leadership, strategic partnerships, and relentless innovation.
Zoom, for instance, has successfully positioned itself as the leader in the "Video Communications" category, consistently pushing the boundaries of what's possible.
However, it’s important to understand that Category Design isn't a solo endeavor; it requires ecosystem thinking.
So identify and align with partners, influencers, and industry thought leaders who can amplify your message and help solidify your position as the category leader.
HubSpot, for example, has built a vast ecosystem of partners, developers, and educators who reinforce their dominance in the "Inbound Marketing" category.
To sum it up, Category Design is all about embracing a "challenger mindset" – a willingness to question the status quo, take calculated risks, and relentlessly pursue your vision.
If are you finally ready to redefine the game and leave an indelible mark on your industry, then Category Design might just be the strategy you've been waiting for.
7 ways to turn used content into a well-oiled, ROI-boosting machine
You know, when it comes to the B2B world, we've all heard that age-old phrase "content is king" tossed around like a hot potato.
And let's be real, they're not wrong – high-quality, engaging content is absolutely crucial for attracting and retaining those valuable customers. But hold up, creating that kind of top-notch content from scratch?
It can be a massive drain on resources, leaving you feeling like you're swimming upstream.
That's where content repurposing comes in to save the day! It's like having your cake and eating it too – you get to maximize the impact of your existing content while saving time and effort. Sounds like a win-win to me!
Now, let's get down to the nitty-gritty of how to make content repurposing work for you.
I've got seven core ideas that'll have you repurposing like a pro in no time.
Conduct a Content Audit
Alright, roll up those sleeves and dig deep into your content archives.
It's time to identify the real gems – the pieces that had your audience talking, sharing, and engaging.
For example, the folks at Hootsuite found that their "Social Media Trends Report" was a total hit, so they repurposed that bad boy into bite-sized blog posts, social media clips, and even a webinar series.
Levergae AI Tools
AI tools like ChatGPT can be your secret weapon when it comes to streamlining those content repurposing tasks.
We're talking about things like summarizing lengthy content like ebooks and whitepapers into engaging social media posts.
Plan with a Content Repurposing Calendar
Plan out your repurposing efforts in advance with a dedicated content repurposing calendar.
This way, you'll ensure a steady flow of fresh, engaging content across all your channels.
HubSpot is a pro at this – they've got a calendar that maps out how their webinars, ebooks, and blog posts will be repurposed across various platforms.
Diversify Content Formats
Why limit yourself to just one format? Get creative and repurpose your existing content into bite-sized blog posts, eye-catching social media carousels, snappy video clips, or even podcasts.
Salesforce repurposes its annual "State of Marketing" report into visually stunning infographics, interactive quizzes, and a podcast series. Talk about versatility!
Optimize for Search
Hold up, we can't forget about those search engines! When repurposing content, make sure you optimize it for SEO by updating keywords, meta descriptions, and titles.
This'll boost visibility and drive organic traffic your way. Moz, an SEO software company, is a pro at this – they repurpose their blog posts into optimized YouTube videos and podcasts.
Promote Strategically
Listen, repurposing content is just the first step. Don't just let that hard work gather dust!
Promote your repurposed content strategically across your channels, leveraging targeted ads, email campaigns, and influencer partnerships.
LinkedIn is a master at this, using influencer partnerships and targeted ads to amplify the reach of their repurposed content.
Analyze and Iterate
Continuous improvement is key.
Analyze the performance of your repurposed content, gathering insights on what's resonating best with your audience.
Skip what isn't working and double down on what works. It's all about refining your strategy for maximum impact.
Look, content repurposing is a smart, efficient way to maximize the value of your content investments while keeping your audience engaged and hungry for more.
So, why not give it a shot? Start small, experiment, and watch as your content strategy becomes a well-oiled, ROI-boosting machine!
Whether it's adopting Netflix-inspired strategies, redefining your category, or repurposing content for maximum ROI, the key is you gotta shake things up if you want to stand out from the crowd.
If you dug what you just read, do me a solid – smash that subscribe button and stay tuned for edition #5 of Vik's MIX. While you're at it, show some love with a like and share this edition with your community.
If we haven’t met, my name is Vikramsinh Ghatge.
I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.
I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.
Need help with your marketing or branding? Reach out to me for advice, partnerships, interviews or podcasts.
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