Separate your website and social content strategy
Chris Higgins
Helping B2B SaaS founders plan and execute GTM | Fractional CMO | Australian in India :-)
Tool of the week
Text replacement tools used to be a bit of a niche productivity hack—useful, but requiring lots of effort to set up and use correctly. These tools let you save your own keyboard shortcuts for things you type often. For example, let's say you have to keep typing your address, you could make a shortcode $add that will automatically convert to your full address in the text. As long as you can remember your shortcuts, it can save lots of time.
The latest (and very widespread) form of repetitive text is ChatGPT prompts. I find myself using the same prompts frequently, such as improving text for emails or social.
Creating shortcuts for these prompts is easier than copy pasting them each time.
Wow content for inspiration
Video of Sundas Khalid, Principal Analytics Lead at Google, in a Hubspot-sponsored video showing how to learn Python using ChatGPT. At the same time promoting a Hubspot ebook on learning Python.
Great example of how to combine traditional marketing asset promotions with influencers and current content trends. The video is compelling because you actually learn something practical. Not a new video but still a great example to learn from.
What I'm waiting to watch
NCIS: Sydney
(Woooo hoooo! It's going to make my city look so much more dramatic than reality!)
领英推荐
Marketing tips of the week
Common sense advice that most brands don't understand. The traditional approach is that you create content for your website, like a blog, and then promote it on social media to drive people to the website.
But social networks don't like sending traffic outside their own garden (hence, 'link in comments'), and users want to consume great content in the app they have open, where they can also comment, share etc.
The solution is to plan your website and social content separately. Website content is optimised for web browsing and search engine discovery. Social content (including your comments) is optimised for social engagement.
When sales are behind on their targets and pressuring marketing for more leads at the end of the year, simply generating more leads won't help unless the end of the year is further away than your average sales cycle length. Time to dig into the CRM data!
Most B2B SaaS case studies are terrible. The customer often appears unknowledgeable about their job, and the vendor seems self-serving. You can create much better customer case studies by making the customer the hero, not you or your product
That's all!
Catch you next week, and have fun marketing.
Chris