📝 From The Blogs
Per usual, Rand delivers on yet another unconventional and thought-provoking article — this time, about content promotion. "Producing for amplifiers is different than producing for consumers." I had never thought of it this way, though I knew it was true. Creating for shares is much different than creating for clicks/views/reads. In different ways, both are easy to do. Creating for shares is easy: create something makes the sharer seem smart, important, or opinionated. Creating for consumption is easy: create something thoughtful, different, entertaining, or that evokes strong emotion. But creating for both shares and consumption? Extremely difficult.
The Grow & Convert team is my go-to for all things content marketing. Benji and team have found wild success with community-driven content promotion for content specifically specialized for a particular audience. But the content promotion world is changing. Here's the three they're leaning on for 2019. WARNING: They might not be what you're expecting (or hoping to see).
UserPilot has compiled an excellent breakdown and analysis on some of the best SaaS onboarding experiences. SaaS featured include: FullStory, Airtable, Storychief, Feedier, and Intercom. When was the last time you took a look at your onboarding sequence, emails, and in-app messages? When was the last time you took a look at the experience?
When I saw the title for this article, my first thought was "Great, yet another BEST TOOLS FOR EVERY SAAS POST." I was wrong. This isn't about tech or tools at all actually. When considering tools and tech, consider:
1. How do I accelerate speed to lead?
2. How do I make the customer handoff as seamless and subtle as possible?
3. How do I measure and attribute success to the right people, process, and platform?