In this episode of Biz Apps Marketing Minutes, Adam Berezin and Khaled Nassra dive into content strategies for ISVs and partners in the Microsoft ecosystem. They discuss the power of content syndication, how to cater to different buyer personas, and why repurposing content is crucial for maximizing reach. Whether you’re in a small marketing team or an enterprise, these insights will help you create and distribute content that resonates with your audience. Here are three key takeaways from this week’s episode:
- Create multiple formats for different audiences – Adam highlights a critical insight: about 80% of MSDW’s audience consumes only one type of content. This means it’s essential to offer diverse content formats like blogs, podcasts, videos, and white papers to reach your entire target audience. Consistency is key—ensure that your message remains uniform across all formats, as not everyone will engage with the same medium.
- Know your audience and their journey – Understanding your audience’s level of expertise and where they are in the buyer’s journey is crucial. Whether they are just learning about your solution or are in the final stages of vendor selection, your content should address their specific needs. Adam and Khaled stress the importance of creating both educational content for beginners and in-depth resources for more advanced prospects.
- Repurpose your content across channels – Repurposing content saves time and maximizes the value of your research and production efforts. For example, a well-researched customer survey can be turned into a report, video series, blog posts, and short-form videos. By syndicating this across platforms like LinkedIn, AppSource, and third-party communities, you increase your reach and engage prospects at different stages of the funnel.