Product Marketing Content – ConversionXL, Stephen Kane

Think Agile scrum is just for software development? You’d be surprised. Here’s how to apply the best of Agile in marketing your product’s content.

Topics covered:

• What an Agile content team does and how they operate
• Understanding the five ceremonies of Agile Marketing and how each contributes to more efficient and flexible, outcome-driven product content.
• Avoid these four common pitfalls when applying Agile to marketing.

You’ll manage no shortage of demands from stakeholders on where to focus your time with your product’s content. Here are a few ways to avoid content burnout, impress your partners with a strategic mindset, and make it easier to say “no!”

Topics covered:

• Learn why and how to focus on outcomes over output.
• Practice using five frameworks to prioritize your work so you can determine what is most essential, build consensus, and elevate your strategic mindset.
• Adopt your inner 3-year-old. Get comfortable at saying “no!”

From demos to case studies, you have a toolkit of product content tactics at your disposal. It’s your job to use them to move your audience down funnel. Here are the common sales-enabling approaches to help drive revenue.

Topics covered:

• Understand the use case of revenue-driving content tactics you can leverage to draw your audience in.
• 4 Tips for making your product’s content difficult for your audience to say “no” to.
• How to leverage win/loss analysis to make your content better.

Your company’s website is arguably the most critical reflection of your product’s story. Learn how product marketers typically spend their time managing this digital asset’s content.

Topics covered:

• Recognize how your content needs to adapt for your website.
• Learn the questions you should be asking your data science team to review your content’s performance.
• Understand how your role in this discipline can shift based on company’s size and tenure.

How do you create both product-centric and customer-centric content? Failure to connect solutions across the buyer’s journey can lead to missed opportunities to move your customers down funnel. But there is a risk if you’re too product-heavy. Find out how to successfully develop content with balancing both your product and customer in mind.

Topics covered:

• Learn how to start building content based on buyer personas.
• How to translate your product’s features into human-centered benefits that resolves pain points.
• Why starting from the end and and working backward might innovate your thinking.