Filling the Information Gap with Memorable Content

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

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and

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its features through different styles and types of content.

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The straightforward stuff is never going to go away.

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

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

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enough.

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You have to find ways to make those messages stick.

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

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

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show building is going to be huge.

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Because in order to educate the market on your product,

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people are going to abandon strictly product based content and

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move more towards communicating the narrative to your market.

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

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

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filling an information gap.

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

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then you go and get that something.

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

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because new information came to life.

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

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

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

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

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our

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market.

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

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out there.

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

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

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I did it at HockeyStack.

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I took them from zero to seven figures.

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

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

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from Salesforce talk about how they created Salesforce Plus.

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But they have a marketing team of 600 global marketers and

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

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

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You saw a small company do it with one marketer and

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skyrocket and to start them.

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

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

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around for

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25 something years.

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

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

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

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

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

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So I think the future of content and

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

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

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

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

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just not done half ass.

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

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doesn't work any except that.

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

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they weren't caring about the experience.

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And I think there's still a place,

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probably not the old kind of, I downloaded content and

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then get a call for playbooks.

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

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>> Yeah.

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

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place

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

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

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

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

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doing.

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So it's going to be entertainment, yes.

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And this kind of long form of owned media, but

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

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

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tools

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that people are going to try to use.

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

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

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it?

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>> Yeah.

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

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

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

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have these

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

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and

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this kind of approach.

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

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

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

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>> Yeah.

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

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>> Oh my whole life.

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It's out through your forward.

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

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

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the

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

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That's freaking Johnny Yates.

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>> It's really different.

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