Creating a Total Social Strategy to Hype New Products

Learn from Katie Berg, VP of Marketing at Klue, about building high-quality content for your core audience.

Klue is an AI-powered Competitive Enablement platform designed to help product marketers collect, curate, and deliver actionable competitor insights to empower revenue teams to win more business. Klue enables enterprise sales teams to win more business by providing dynamic insights about competitors. The platform uniquely brings together external competitive intel and internal knowledge from your team in the field. Then, makes it easy for Sales to access the information wherever they are. Built by product marketers to give organizations the advantage in every competitive environment. We obsess about your competition so you don't have to.

Industry
Software Development
Founded
2015
Katie Berg

Guest Bio

Currently leading the marketing & SDR team at Klue as we build the category of Competitive Enablement - helping our customers win in hyper-competitive markets. My team is focused on demand generation, brand building, customer marketing and advocacy, content, digital, sales enablement, product marketing, PR, Paid/PPC, ABM and SEO/SEM.

Guest Bio

Currently leading the marketing & SDR team at Klue as we build the category of Competitive Enablement - helping our customers win in hyper-competitive markets. My team is focused on demand generation, brand building, customer marketing and advocacy, content, digital, sales enablement, product marketing, PR, Paid/PPC, ABM and SEO/SEM.

Episode Summary

This episode features an interview with Katie Berg, VP of Marketing at Klue, an AI-powered Competitive Enablement platform designed to help product marketers collect, curate, and deliver actionable competitor insights to empower revenue teams to win more business.

In this episode, Katie dives into all things content, discussing building high quality content for your core audience and avoiding the trap of trying to reach all audiences right away. She talks about the meaning of community and building authentic relationships.

Key Takeaways

  • You can’t reach every audience authentically through your content, at first. Trying to include too many personas at once results in general content that is not of interest to any of them. 
  • It’s difficult to create entertaining content and you don’t need to have a perfect launch. The discipline of constant iteration and learning is the path to excellence.
  • Identity is a core component of community. Build a community that people want to identify with.

Quotes

“I agree with you on the point that you don't have to have a perfect launch. And actually that's like a great, nice to have that comes from a bunch of different cycles and learnings of running shows. But the most important thing I think we ever did with our flagship podcast was we started it. If you went back and listened to those first episodes, I'm sure they were trash, but every single time we would listen to them. And we take down notes on what do we need to improve for next time? How do you ask better questions? How do we cut this better? How do we create better social clips? And literally just the pure discipline of constant iteration and constant learning, it is like the surest thing to getting to excellence.  It just requires the discipline of being open to learning and trying to improve a single inch every time.

Episode Highlights

*(16:54) The Trust Tree: Strategy founded on content and education 

*(41:01) The Playbook: Media driving organic and direct pipeline 

*(46:06) Quick Hits: Katie’s Quick Hits

Episodes Transcript

  • You can’t reach every audience authentically through your content, at first. Trying to include too many personas at once results in general content that is not of interest to any of them. 
  • It’s difficult to create entertaining content and you don’t need to have a perfect launch. The discipline of constant iteration and learning is the path to excellence.
  • Identity is a core component of community. Build a community that people want to identify with.
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