The build-in-public content strategy
The build-in-public content strategy
Marketing Powerups #72: Fab Giovanetti, Founder of Alt Marketing School, shares her course-based content strategy.
Hello, and welcome to Marketing Powerups! 👋🏽
Today's powerups include:
Can AI detect AI-generated content?
A 30-second storytelling framework that sells.
Fab’s build-in-public content strategy.
Ready? Let's go! ⭐️
🎖 Turn more new users into lifelong customers.
I’m excited to open the enrollment for the 2nd cohort of the User Onboarding Masterclass with Maven.
Building a sustainable growth engine will be incredibly hard if you don't plug the holes in your marketing funnel.
My course is designed to fix that by helping you identify bottlenecks in your new user's journey and accelerate your company's growth. In this course, you’ll get:
A proven strategy to improve your product’s onboarding experience.
Templates, swipe files, and cheat sheets to start making an impact now.
6 months of access to an online community for support and networking.
4 weeks of live workshops and feedback sessions from growth experts, including me, Lyla Rozelle (Appcues, ex-Litmus), Kate Syuma (ex-Miro), and Andrew Capland (ex-Wistia, Postscript).
We kick things off on Tuesday, February 27, at 12 pm ET. Spots are limited, so save yours today.
I'm giving a 40% discount code exclusively for Marketing Powerups subscribers and friends using the code "EARLYBIRD40." That's limited to 5 spots and expires on Tuesday.
→ Learn more about the User Onboarding Masterclass and save your spot now.
⭐️ Fab’s Build-in-Public Content Strategy
Building content in public can be a powerful strategy for marketers looking to transparently share their process and create a sense of community. Fab Giovanetti, Founder and CEO of Alt Marketing School, shares her approach to building content in public to drive engagement and buzz. Here are 3 key takeaways:
1. Get feedback early to shape your content.
Involve your audience early, even sharing the outline or excerpts of your content to make them invested in the process. This helps create trust and shows you actually care about solving your audience's pain points.
"By creating personal touch points, by sharing the journey, by sharing, whether it's parts of the curriculum, whether it's how things are shaping up, I'm making my audience part of that journey. And then if they have this pain point that I'm painting for them, the little reminders and nudges, these little interactions that I'm having with them, help them if they are ready, and if this is the right direction for them, then to commit."
2. Give people a taste before asking them to commit.
A short but impactful sample class can increase conversion rates if you're creating a course or gated content. Fab hosts "taster" classes for Alt Marketing School that mimic the actual course experience work very well. It gives the audience a glimpse of the full program without requiring a commitment upfront.
"What works the most is when people get to have an experience with me where I do a taster class that even if it's not, sometimes it cannot do exactly the same. So for me, for example, we don't do like in Zoom like we would do with people's faces. It's more webinar style. But I make a short 30 minutes class, super impactful, super actionable, no fluff, very interactive, and I give people exactly the experience they're going to get during the cohort."
3. Iterate based on your audience's response.
Once you've published your content, it's not over! Build in feedback loops to continually refine and improve based on what your audience responds well to. Review comments, survey data, and engagement metrics to iterate.
"I can break down the system itself, how I do it, but looking at the feedback, I see something that can be done better. I ask myself, "How can I make this the best content experience out there?"
Free powerups cheatsheet 🔖
I’ve created a powerups cheatsheet exclusively for Marketing Powerups subscribers to apply Fab Giovanetti shares her course-based content strategy.
→ Download and make a copy of it here (a direct link with no email required).
In the latest Marketing Powerups episode, Fab further explains her course-based content strategy.
Listen to the episode on Apple Podcast and Spotify now, or watch it on YouTube.
✨ Mini powerups
Fun-sized tools, links, and blurbs to boost your marketing.
📝 AI content detection: ChatGPT vs. Bard vs. Claude (article):
Researchers observe varying capabilities of AI content detection, highlighting possible new directions for identifying AI-generated content. The result is interesting—Claude AI (founded by former OpenAI engineers) can create content that’s harder for ChatGPT and Bard to detect as written by a machine.
⭐️ How influencer marketing is changing in 2024 (Threads):
Kemi Marie, founder of the Creator Hub, shares how she sees influencer marketing changing in 2024. She says that there’ll be an increase in gifting, user-generated content (even in B2B), more short-term contracts with a max of 3-6 months due to variability in influencers’ socials, and more!
💰 30-second storytelling framework that sell (newsletter):
Apple is one of the best storytelling brands in the world. They have more creative resources than you and I could ever imagine, but that doesn’t mean we can’t tell stories like them. Joe Portsmouth shares 3 simple steps to tell stories like Apple and sell with emotion.
That’s all for now, friends!
Have a powered-up day,
Ramli John
P.S. If you found this helpful, would you share the love by tapping the heart below? ❤️
It’ll help me know what’s resonating with you and get more people to know about my newsletter. Thanks!
