Level Up 5 min

Filling the Information Gap with Memorable Content


Maeva Cifeuntes and Obaid Durrani talk about different strategies to make content memorable and bridge the information gap, featuring real-world examples from startups to industry giants.



0:00

[MUSIC]

0:10

So I think the future is to be able to communicate the value of your product

0:16

and

0:16

its features through different styles and types of content.

0:20

The straightforward stuff is never going to go away.

0:22

You're always going to need to be able to simply get your message out there.

0:27

But then the other thing we need to realize is just doing that alone is not

0:31

enough.

0:32

You have to find ways to make those messages stick.

0:35

And I think that's where like memorable conceptual content is going to come in.

0:40

So I think the way what's going to happen is narrative building and

0:44

show building is going to be huge.

0:46

Because in order to educate the market on your product,

0:51

people are going to abandon strictly product based content and

0:54

move more towards communicating the narrative to your market.

0:58

As in, these are the things that I need to communicate to my market.

1:02

Because if you think about it, buying software is really just a matter of

1:07

filling an information gap.

1:09

Like, you need something, you find out about something and

1:14

then you go and get that something.

1:15

Pretty much like any action that you've ever taken if you think about it is

1:19

because new information came to life.

1:21

We have to find different ways to fill that information gap.

1:25

To make that stuff, make sure that stuff is memorable.

1:28

I think we create narratives, we create the strategic narrative.

1:32

So really nail down the messages and the information we want to communicate to

1:36

our

1:36

market.

1:37

And then we'll create different types of shows to get all of that information

1:42

out there.

1:43

We'll create straightforward content, we'll create conceptual content.

1:47

And this is already happening and it's happening at different scales.

1:51

I did it at HockeyStack.

1:53

I took them from zero to seven figures.

1:55

We drove like 9 million, 8 million in pipeline over like eight months or so.

2:01

And then on the other hand, we just saw Colin Fleming, I believe it was,

2:07

from Salesforce talk about how they created Salesforce Plus.

2:11

But they have a marketing team of 600 global marketers and

2:15

they drove $600 million in pipeline through their streaming platform.

2:19

So from there, you get like, you see both sides of the coin.

2:23

You saw a small company do it with one marketer and

2:28

skyrocket and to start them.

2:30

And now they're doing really well, have a healthy pipeline, very lean team.

2:35

And on the other hand, you saw a huge company like Salesforce that's been

2:38

around for

2:39

25 something years.

2:41

They also did it with a huge team of marketers and they were able to drive.

2:46

Driving $600 million in pipeline for a company that already makes billions.

2:51

Like that shows you that's a lot of new stuff.

2:55

That's a lot of new awareness, new pipeline.

2:58

So we've seen it work for both sides of the coin.

3:02

So I think the future of content and

3:05

high ACV, V2B, SaaS land is to figure out what you want to communicate to your

3:10

market and then communicate it to them in different types and styles of content

3:14

I think it's definitely going to be experience based.

3:18

I think there still needs to be a mix of some kind of traditional things but

3:24

just not done half ass.

3:25

I think the problem with this kind of old playbook, they say the MQL,

3:29

doesn't work any except that.

3:30

I think the problem is that people were just trying to do it cheap and dumb and

3:34

they weren't caring about the experience.

3:36

And I think there's still a place,

3:39

probably not the old kind of, I downloaded content and

3:43

then get a call for playbooks.

3:44

I don't think there's a place for that because it's not considering the user.

3:47

>> Yeah.

3:48

>> But there's always going to be a place for PPC that's always going to be a

3:52

place

3:52

for email newsletters, all this kind of stuff that we say is old, outdated.

3:57

I think the difference is going to be focusing on the creator,

4:00

focusing on the experience and also with the rise of AI.

4:03

It's going to be, we really want to be hearing from people and what they're

4:06

doing.

4:07

So it's going to be entertainment, yes.

4:12

And this kind of long form of owned media, but

4:16

people are going to try to find a way to play that as well.

4:21

So I don't know how to do it, but there's all these sorts of AI video creation

4:27

tools

4:27

that people are going to try to use.

4:29

So for me, it's not really about the channel or how do we do things in it.

4:34

A new method of doing things, but it's how can we put the user at the center of

4:40

it?

4:40

>> Yeah.

4:41

>> And make sure that the experience is the best that they can have.

4:46

I think it's going to be really hard to actually get this buy in.

4:49

And that's something that I'm curious about how people are doing it here to

4:54

have these

4:54

kind of long term plays when board members don't know anything about own media

4:59

and

4:59

this kind of approach.

5:00

So I think that's going to be quite tough.

5:02

I'm looking forward to seeing how people approach that.

5:06

Because that's going to be, I think, the biggest barrier.

5:08

>> Yeah.

5:09

>> How long have you been playing video games for now?

5:12

>> Oh my whole life.

5:13

It's out through your forward.

5:15

I remember when this was all pixels, like Mortal Kombat 1 and 2 and stuff.

5:20

That's why I wanted to play this because I feel like a lot of people remember

5:26

the

5:27

childhood version and be like, holy shit, that's what it looks like now.

5:30

That's freaking Johnny Yates.

5:32

>> It's really different.

5:33

[MUSIC]

5:43

(upbeat music)

5:45

[Music]

X

This is a test comment.

X

This is a longer test comment to see how this looks if the person decides to ramble a bit. So they're rambling and rambling and then they even lorem ipsum.


author