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What are the best brands doing to stay relevant, build trust, and create content smarter?
At Share Your Genius, we have the same questions, so we're tapping the best in the space for their answers—one voicemail at a time.
Join us each week for quick hits of insights from b2b marketers and leaders.
[00:00:10] Trying to create content that resonates with customers in a really crowded market we know is not easy. But Jeff Chase has been doing that at Vitally. As the Director of Brand and Product Marketing,
[00:00:21] he's really combined his background in community management and product marketing to bring a truly human touch to the content he creates. He doesn't just push features, he really focuses on telling customer stories through those interactive product tours that showcase real use cases and give clients the chance to see themselves in the product.
[00:00:45] So I gave him a call and really wanted to learn from him how he's making content more intelligent and engaging for buyers, and how does he balance storytelling with the need to actually sell their product. So with that, here's what he said.
[00:01:14] Hey Amanda, thanks for calling and you know, really interesting question you asked there.
[00:01:19] Jeff Chase: Smarter content's definitely something that I'm always interested in, I I think that any way that you can stand your content out and really resonate it with who your audience is is really gonna make you stronger in your buying cycles for your customers whether that's in consumer business, whatever it may be.
[00:01:36] Jeff Chase: But you know, one of the ways that I've really thought about trying to make my content smarter is how do I connect it back to the personas? And, part of this comes from my days in community management where I was really spending a lot of time facing customers, it was less so about what numbers and things can I bring back to the product team, engineering team but more what were those little unique stories and those little differences that really shaped the narrative for what the product did and what that can mean for the other people on the other end of the product. And you know, one of the things I've been doing that's been really interesting recently is we've adopted interactive product tours, which when we first launched them, they were super successful and we were using them to just showcase what our product did and how the features worked and using that during the buying cycle. But what we actually found is a lot of people, since they weren't able to use the product at that point, they wanted to see how it actually worked for people like them.
[00:02:28] Jeff Chase: And so we started taking these unique stories from our customers and the ways that they were using our product and the various different ways that they had set it up and making those into actually interactive case studies. And so we were using the interactive product tour narrative and experience, and using that to showcase that back to the people on the other end who were not able to maybe use the product at that time or truly understand, the context of how people are using things by just reading a story.
[00:02:56] Jeff Chase: And so what we did was we would have these case studies that we would work with our customers. We'd have them tell our seller stories, their outcomes, their pain points. We would write that out. And then on top of that, we would provide an interactive case study of their actual tour inside their product and how they set it up and why they did the things they did, and provide that contextual narrative to what they're actually trying to accomplish.
[00:03:19] Jeff Chase: And what we've seen is like that really resonates with our buyers because at the end of the day, when you're making a buying decision, you want it to feel like you're buying it from someone who is having similar pain points, have had success, because that's the risk they're kind of taking is like, "Can I have the outcomes I need to achieve?"
[00:03:34] Jeff Chase: And hearing from people just like them allows 'em to be super successful. So we've been super excited about that and that's the way that I think that, you know, really getting smart with the content where you're not trying to just be very generic or too specific, but you're really able to tell these like really unique narratives that resonate with who your audience is, will really make that big difference.
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