Content, Briefly
Trailer
Bonus
Episode 81
Season 1
Clari: Michael Lowe on category creation
In this episode of Content Briefly, we've interviewed Michael Lowe, Sr. Director, Corporate Marketing at At-Bay, and discussed his role back at Clari, the differences between coining a term and category creation, how content works in a category creation playbook, and more.
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Timestamps:
00:00 Intro
03:46 Who is Michael Lowe?
04:25 Michael’s background.
05:22 What is Clari?
08:29 How did they evaluate the idea of category creation?
10:27 Price point at Clari and how it affected the category creation.
13:26 Is category creation harder than “regular” content marketing?
16:17 Coining a term vs. category creation.
19:43 Category creation playbook.
24:29 Content measurement in category creation.
27:22 Learnings from the category creation process.
31:19 Learn more about Michael and At-Bay and get in touch.
32:20 Outro
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