Value-based content strategy
Marketing Powerups #73: Gaetano DiNardi, Growth Advisor for Cognism, Wagepoint, and more, shares his value-based content strategy.
Hello, and welcome to Marketing Powerups! 👋🏽
Today's powerups include:
Turn new users into paying customers.
7 predictions about AI and content.
Gaetano DiNardi’s value-based content strategy.
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⭐️ Gaetano DiNardi's value-based content strategy
A common misconception is that every website page should focus on generating and converting leads.
Gaetano DiNardi—a growth advisor for companies like Gong, Cognism, and more—proposes a better way to pull people into your orbit using value-led content. By understanding the intent of your website visitors, you can create and distribute content that delivers value to them.
Today, he shares the four pillars of his value-based content strategy.
1. Truly understand user intent.
Taking the time to truly understand each website visitor's intent before pushing conversions is key.
"Too often, brands try to force conversions from visitors who simply aren't ready yet, rather than aiming to serve their immediate needs."
Conducting an audit of customer cues and behaviors allows you to grasp exactly where visitors are coming from. With this declared intent data, you can personalize information delivery rather than taking a one-size-fits-all approach. Meeting visitors with relevant value tailored to their precise mindset and questions builds trust and relationships over the long run.
2. Relentlessly provide value at every possible stage.
Rather than focusing solely on driving conversions, the priority should be supplying tremendous value at every step. Building your brand as an authentic problem-solving resource should be the main goal. Consistently deliver value without expecting anything immediate in return, and conversions will follow.
"Optimize entirely for serving visitors with great content and resources that directly help them, not for grabbing short-term conversions. The deal will come much easier down the road once you have built authority and trust as a true partner."
3. Implement co-browsing technology.
Emerging innovations can enable new levels of instant value delivery. Capitalizing early on bleeding-edge solutions that provide tremendous utility builds significant goodwill quickly. Site visitors can get custom questions answered right away, forming positive brand associations.
"Tools like co-browsing software allow website visitors to access personalized support on-demand through video chat and screen sharing capabilities without scheduling meetings."
4. Anchor your content around solving specific problems.
Rather than generic thought leadership content, directly tackle your audience's concrete struggles. Grounding content in solving pressing issues provides true value. It answers the questions at the top of mind instead of indirect thought leadership skirting tangible issues.
"This jobs-to-be-done framework looks at exactly what situations and pain points your products or services can alleviate, then structures information content around addressing those real-world problems."
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In the latest Marketing Powerups episode, Gaetano further explains his value-based content strategy.
✨ Mini powerups
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⭐️ Turn new users into paying customers (live cohort course):
My 4-week live cohort course is open for enrollment. In the User Onboarding Masterclass, you’ll get a proven strategy to improve your user onboarding experience. Plus, you’ll get the support from growth experts, including me, Lyla Rozelle (Appcues), Kate Syuma (Miro), Andrew Capland (Wistia), and Gia Laudi (Unbounce). We kick things off on Tuesday, Feb 27. Use the discount code "“POWERUP40” to get 40% off.
🗓️ The 2024 social media holiday calendar for your content strategy (social calendar):
Did you know that yesterday wasn’t just Super Bowl LVIII but also National Inventors’ Day? I didn’t know either. Alexandra from Socialbee listed out 300+ national and international days in 2024 that you can add to your social posting schedule.
🤖 AI's predictable path: 7 things to expect in 2024 (article):
The best way to gauge what's coming is to think not about the technology but what people want from it. Daniel Miessler shares his list of predictions, which is worth bookmarking and looking back on a year from now. It covers everything from digital assistants and APIs to AR interfaces and supplemental DAs.
That’s all for now, friends!
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