Stephen Kane – ConversionXL – Product Marketing Content
Stephen Kane – ConversionXL – Product Marketing Content
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Description
Stephen Kane – ConversionXL – Product Marketing Content
- Understand the five ceremonies of Agile Marketing and how each contributes to more efficient and flexible, outcome-driven product content.
- Apply a strategic mindset and ruthless prioritization of your content output by introducing new priority frameworks to your planning toolkit.
- Learn what a win/loss analysis is, and how having one in place will prevent you and your marketing and sales team from losing winnable deals with your content.
- Translate your product’s features into human-centered benefits that resolves pain points by utilizing a value proposition canvas.
This course is essential for you if…
- You want to evolve from an execution content culture toward more of a craftsmanship content culture connected to your brand’s product strategy.
- You struggle to prioritize all of the content work that is being asked of you and your team. Work on the right stuff and learn how you can credibly say, “no”
- You find yourself wondering how you can make your product marketing content more human-centered and address your client’s pain points head on.
This course is NOT for you if…
- You are only concentrated on creating outputs. Shifting your mindset from outputs to outcomes will enable you to build more client-centric content aligned with your brand’s product strategy.
- You aren’t focused on driving revenue. This course will elevate your strategic mindset and help you align you and your team’s content production work to revenue-generating activities.
- You aren’t willing to introduce new ways of working into your workplace. Transforming your team’s working style into Agile Marketing involves buy-in from your critical partners and colleagues, as well as introducing new processes and workflows.
About
Stephen Kane
Stephen Kane is the Director of Product Marketing at Vanguard, one of the most trusted and loved brands in investment and wealth management. He has built Product Marketing teams from the ground up and established vision and data-driven marketing strategies for both B2B and B2C.
Your course curriculum
Product marketing content
1 Taking an Agile approach to Product Content Development
Is Agile scrum only for software development? You would be surprised. You can apply the best of Agile in marketing your product.
Topics are 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.
2 Tips for prioritizing product marketing content
Stakeholders want you to focus on the content of your product. Here are a few ways to make it easier to say no, impress your partners with a strategic mindset, and avoid content burnout.
Topics are 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!”
3 Closing the sale with product content
You can use product content tactics from demos to case studies. It is your job to move your audience down the funnel. Sales-enabling approaches can help drive revenue.
Topics are 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.
4 What content should be on my website?
The most critical reflection of your product’s story is your company’s website. Product marketers spend a lot of time managing this digital asset.
Topics are 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.
5 Product Centric vs Customer Centric Content
How do you create both types of content? Failure to connect solutions across the buyer’s journey can lead to missed opportunities. If you are too product heavy, there is a risk. Find out how to balance your product and customer with your content.
Topics are 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.
Sale Page: https://cxl.com/institute/online-course/product-marketing-content/
Archive: https://archive.ph/wip/WZn2d
Delivery Method
After taking this course you’ll…
– After your purchase, you’ll see a View your orders link which goes to the Downloads page. Here, you can download all the files associated with your order.
– Downloads are available once your payment is confirmed, we’ll also send you a download notification email separate from any transaction notification emails you receive from nextskillup.com.
– Since it is a digital copy, our suggestion is to download and save it to your hard drive. In case the link is broken for any reason, please contact us and we will resend the new download link.
– If you cannot find the download link, please don’t worry about that. We will update and notify you as soon as possible at 8:00 AM – 8:00 PM (UTC 8).
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