s11s

first let’s all agree to a definition of web3, please? :smile:

<@U02PDC4883V> Web3 is like page3 of delhi times but more sensational 

Genuine question - what do you plan to do from a content standpoint in Web3? Are your prospective customers lingering within Bored ape Yacht NFT discord channels/boards or the Metaverse?

image.png

Does this help to get some clarity on Web 3?

That is a really poor interpretation of all three webs. Web 3.0 is in no way about communities. It would be a leap to call most of the blockchains even decentralized.

To add to this illustration, adding a KEY point which it misses:

Web 1 = internet owned, controlled and profited for by the governments or institutions

Web 2 = internet owned, controlled and profited for by companies, both big and small

Web 3 = internet owned, controlled and profited for by users and creators

This article is giving :pinched_fingers::skin-tone-3: : <https://www.reforge.com/blog/web3-marketing-overview|https://www.reforge.com/blog/web3-marketing-overview> 

<@U02UMJJJALA> Thanks for point it out :slightly_smiling_face: Agree that the illustration is not covering all the aspects of web 3. The idea was to show shift of power in 3 generations of the internet.

<@U02USELSBRT> Thanks for making it more clear

Nice one <@U030KV8R8RL>, thanks for sharing!

I would contest the definition that creators can profit in Web 3. <https://www.theguardian.com/global/2022/jan/29/huge-mess-of-theft-artists-sound-alarm-theft-nfts-proliferates|There> <https://www.wired.co.uk/article/nft-fraud-qinni-art|are> <https://www.nbcnews.com/tech/security/nft-art-sales-are-booming-just-artists-permission-rcna10798|ample> <https://www.vice.com/en/article/n7vxe7/people-are-stealing-art-and-turning-it-into-nfts|examples> <https://www.businessofbusiness.com/articles/NFT-theft-nifty-gateway-art-heist-non-fungible-token/|that> is not the case.

In fact, NFT sales <https://www.videogameschronicle.com/news/nft-sales-have-declined-92-since-their-peak/|have declined> 92% since their peak. One of my favourite bits from the article

"An NFT of the first tweet from Twitter co-founder Jack Dorsey, which was purchased in March 2021 for $2.9 million by Sina Estavi, the CEO of Malaysia-based blockchain company Bridge Oracle, was put up for auction earlier this year and didn’t receive any bids above $14,000."

<@U02UMJJJALA> enlighten us sensei instead of calling bullshit on every definition

The only reason the hoopla around NFT exists is so that crypto bros could effectively run pump and dump schemes. The objective of NFT and by extension Web 3.0 was to bring money into the cloistered ecosystem of cryptos.

Crypto market had reached a threshold without a single real life use case and NFTs acted as a valid exit route for a lot of initial investors.

So you believe in the conspiracy theories surrounding crypto hype? That's one view point but not the only one and certainly not the only truth out there.

oh absolutely! There would always be multiple viewpoints. My contention is that NFT as a device doesn't always empower creators. It becomes about who minted the token first.

It's always been a question in my head, how the hell am I supposed to make money on a decentralised application? If there is no controlling authority it just becomes an ecosystem where other people can come and make money

Would also love to know the possibilities of advertising on Web3 platforms and if it has some potential value in it... <@U02UMJJJALA> <@U02USELSBRT>

how are you making money in a centralised economy?

<@U02USELSBRT> how doesn't matter, but the most crucial thing is I own my thing. There are a lot different ways to make money after that one foundation.

Just wanna know as an amateur in Web3, how would I do the same if can't control my platform

How matters to the basic premise of this question. One earns money by exchange of value. The platform on which it happens is only incidental to the story. In case of either centralised economy or decentralised economy, the platform is owned by a third party. It is better in a decentralised economy partially because power is divided amongst multiple parties and is not concentrated in a few parties unlike the centralised economy. 

In retrospect, I understand that my initial response to OPs question was snarky to what was essentially a very valid question. I owe her an apology (some days are just bad)

*Use Cases of Blockchain*

It is important to understand that majority of use cases you read online today regarding Blockchain are conceptual and theoretical. NFT’s are probably the first feasible use case to come out of blockchain technology. Imagine if you were in 90s during the inception of World Wide Web. You might read someone writing that with the powerful capabilities of a web browser soon people could stream movies over internet. But it took good decade for the software and hardware to mature to support it.

Think of Web3 in a similar vein. The platforms in no way can even remotely replicate what we execute today over Web2.0 ecosystems.

*Regarding Advertising on Web3*

One often postulated example of blockchain and by extension smart contracts is using it to replace the nebulous ad tech ecosystem. Anyone who has dipped their feet into the world of Adtech know how it is riddled with third parties including DMPs, Ad networks, Ad servers, SSPs, Publishing ecosystems, ad verification platforms, the list goes on. The result is a few people gaming the system leading to challenges like ad frauds by bots, brand safety issues, lack of transparency over pricing and poor inventory.

Considering Blockchain is theoretically decentralised you can streamline the transaction between the advertiser and publisher with limited (important to understand that Blockchain doesn’t eliminate intermediaries) third parties. Considering the clicks are stored in an immutable ledger, the chain could verify on whether the click was legitimate. A third party can verify and probably also add a privacy layer over the ledger (through multiparty computation - MPC) to protect the parties involved. Instead of paying commissions to third party platforms like you do in ad tech ecosystems, you would pay them to the miners who verify your ad transaction (based on proof of work or proof of stake).

But as I said this doesn’t essentially negate the influence of third parties. You would still need companies to write systems that can help you match audiences, or store your creatives.

I would recommend reading <https://ieeexplore.ieee.org/document/8478235|this research paper> by IEEE which goes deep into how this can be executed but also highlights some nagging issues that we already see in the crypto industry including the massive electricity consumption, the problems with trust, regulations etc.

There is no need to feel FOMO with the developments in Web3. You can keep an eye on the developments in the space, but be rest assured that as it stands, Web3 offers none of the capabilities of Web 2.0

If you find a solution to this, monetise it :smile:

Something that sort of worked for my team in the past:
• Planned for an onboarding/training phase even with freelance writers — we used sales enablement material with the writers
• Also, got them to listen to customer interviews + got them to interview a few customers
• Threw out the first couple of pieces — treated it as training content. 

<@U032AUA6KFV> all of it makes sense. Specially the third point. It takes time to churn out good content.

Thank you!

One thing that worked for us is to get some new writers to work in sales enablement first (with PMM team first) who are stringent regarding why we need to put something as content in collateral which gives a good understanding of the ICP. Trainning programs with a review in place also help.

I’m actually working on something like this for our new hires in my team. Will share this with you once I'm done:raised_hands::skin-tone-4:

Hey <@U033RUXVCAY> - one way to go about is to have a brief. The brief can include the product landing page and supporting material. Alongside, the outline is either shared by the CMM or by the writer before going ahead with the content.  Here's how eClincher does it - while this is for their guest posts, we've replicated the same for both our writers and client content managers. - <https://docs.google.com/document/d/1ha7WD9fWQ73_7Tr-db-Vgo13GeaKx9tV/edit?usp=sharing&amp;ouid=114425181445588983904&amp;rtpof=true&amp;sd=true>

Thank you <@U039HVCS1LL> I will go through this.

this is similar to the brief doc i used to get as a content writer from clients at my last agency. awesome template <@U039HVCS1LL> :raised_hands: a brief like this is logical and effective for time management of both parties. and training calls etc. is great if you have a long term freelancer onboard but i’ve encountered retention issues, confidentiality red tape etc. from firms in Europe and US. hope this helps

Have them attend 5 customer calls before writing a single word.

It does have an SEO impact. For our company we put it as a part of the blog right after the intro. 

Thanks <@U03A2UNJJDD> do you think ‘after intro’ has better impact than the one in side? Recently, I have seen lot of companies move away from the side TOC.

• Yes to first question
• Very good question. Was wondering it myself. In my experience a floating index works better especially for readers and the functional use case but not sure about SEO impact. <https://vwo.com/ab-testing/> being a good example. <@U0318JZUESX> do you have any learning from experiment on having or not having index? 
Waiting for learning from others here. Thanks

Thanks <@U031QKGPNRK>, :raised_hands:

IMO index seems like a right choice for a pillar content or a whitepaper.
I am not sure if it would make sense for a blog.

Will wait for others to share their learnings.

Screenshot 2022-05-16 at 11.44.30 AM.png

We actually did the exact A/B test this week. A jump-tag based index right after the intro  of the blog (Variant A - original) v/s a side sticky index (Variant B - New)
If you see the image, Variant 1 (the original) worked better.

It was counterintuitive to what we thought would happen.

Hi Arpit!
Table of contents has definitely worked for us. These jump links directly tend to appear on search results, and has increased CTRs considerably. 
In terms of placement, I've seen floating index like Tejaswi mentioned towards the left of the blog + simple list at the start; i have known the results only for the latter, no numbers to conclude for the former. 
It's good to decide what all headings must appear on it since that could impact a users scrolling from there. 

Google reads the code for the blog, not ui of the landing page. Hence a side bar may make sense from a ux perspective. However, google favours jump links within the article more.

Thanks <@U0310MMGC8Z> &amp; <@U0325QQQALR> this really helps.

<@U03A2UNJJDD> Why does Google prefer jump links within the article more? Vs side bar? 

<@U0325QQQALR> as long as you've added the sidebar to the blog’s schema tag it will work, however, while ranking a blog, google ignores the other pieces of code on the page from a content quality perspective. As a result, placing jump links within the content itself is a way of masking TOC as a part of the content. Plus it also acts as an internal link.

<@U0310MMGC8Z> kudos on the culture of testing. Keep at it. So refreshing to see someone test such experiments

<@U03A2UNJJDD> If Google ignores all forms of code other than schema, isn't that counter-intuitive? Does selected crawling/reading in a webpage really happen? 
Which schema would you use for side nav bar? 

<@U031QKGPNRK> - anything for the 0.5% increase in conversion. Really adds up! :eyes:

<@U0325QQQALR> under the schema tags list there is a toc tag. You can look it up on <http://schema.org|schema.org><http://schema.org| >. It is counterintuitive for google to ignore all other forms of code but they have done so to restrict blackhat SEO practices. If it is a container on the side bar you can add much more than just the toc to bombard your article with keywords. Selected crawling does happen. Google spiders look for specific sections of the page when ranking for page quality. All custom containers on the page are auto-ignored.

<@U0310MMGC8Z> which tool have you used to test this?

<@U03FAE4LHPU> - this is Google Optimize.

What matters is the intent of the article. There are established bloggers who continue using a table of contents while others don't use them. From an SEO perspective, my personal experience has been that not having a table of content doesn't make much difference. Adding the table of content for lengthier pieces makes it easier for the audience to scroll through the article.

I have in the past ( about 2 years ago). Honestly, I found two pieces out of 10 worthy. I am talking about 1500 word blog.

I totally agree. Also, should B2B SaaS companies use memes? Maybe in email copies or relatable memes for community engagement

Community engagement-sure! Email you should but you risk being blocked by certain it policies from enterprise level companies that scan through copies before delivering your message to the recipient. Excessive use of images and URLs can get your domain blocked for good. Try witty one liners in the opening part of your emails. Works as a great alternative to memes and gifs in emails.

Oh, I see. Actually, I have to send some data visualisations(graphs and plots) via my daily/weekly mail digest. If adding more images implies chances of being blocked, how can I send these data visualisation to the clients without being blocked?

Try a headline approach - 40% of all companies suck at building a data culture! For a detailed report check out the attachment. Something like this.

We create a gif/video of the data visualisation and link to it in the email 

Thank you for your valuable suggestions! Regarding using memes for community engagement, I am planning on using memes on social media. How do you find out which meme or meme template is trending or appropriate? Is there any tool or gotta just scroll the social media?

Refer to 9gag. Best source for trending memes

I see. I had been using Reddit for memes. I feel most meme trends originate from there. However, I will do check 9gag too now!

Meme trends become mainstream when they reach 9gag. Better reference point imo than reddit.

I see. But isn't it better to track meme trends before they become mainstream so that we can plan content beforehand? I have noticed most brands posting memes when the peak of a trend has passed away and then not getting much response because, after a point, people get frustrated with a very viral meme trend. This is according to my experience, what do you think?

But what is the point when people won't relate to a meme? Relevancy trumps first mover advantage in the meme world.

I agree. Timing is crucial. Is 9gag also helpful when we need regular meme ideas, not from any trends but just on some topic we want to create content on?

Not in terms of content, but for topics that are trending. In a b2b context, you'll need creator copywriters to bridge the trend to your product.

I see. Thank you for sharing these insights!

In my experience, it leads to a lot of poor quality non serious traffic to your content. Removing it and getting actual real numbers and users becomes a challenge if ignored.

Screenshot 2022-05-20 at 4.56.39 PM.png

Definitely easy to read, at least for me!

Almost all tools that I used till date provide reports in PDF.

So we use scheduler for content but generate reports manually on platforms. CSV files help us playing with data :fire:

Right. LI, FB &amp; Twitter gives exported data in pdf file.

If we are using the aid of content generator tools for a base and then building content on top of it, it should be fine. There are websites who copy paste PAA sections from a search term or push AI content as is which would be termed as spam. 
At the end of the day, these tools are just to ease things for writers and not replace them! Google is reinforcing this! :) 

My question is, how the Google Algo would differentiate between AI-generated and human-written content?

• Social Media
• SaaS PLG Communities, NoCode communities - if it's about a NoCode SaaS
• Reddit communities
• Product hunt blog collaboration if it's a deep-dive growth story
• Cross collaboration with social + newsletter of the SaaS you're writing about

Well taking into your leading and lagging metrics, sharing some of the ways that jas worked for me from my experience: 
• In the side banners on blogs- one of the easiest way to get the initial traction to your case study if your receiving good traffic. 
• Add a hello bar in all the pages of your website
• Since, it's a case study, it can be repurposed in different content formats (stats, images, infographic from the case study) on social media- like a teaser.
• Add it to the newsletter if at all there is one. 
All this would start giving the leading metric almost instantly and sign-ups will start to come in, from the blogs that are transactional intent.

Besides what <@U03DXTAK81H> mentioned, try adding an exit-intent popup on the relevant product pages and redirect the users to the case study. You can also try optimizing the case study for relevant keywords and get organic traffic. 

For getting conversions, create a summarized crisp version of the case study and make that gated on the case study page.

Also, tag the clients in your LinkedIn posts and motivate them to promote the case study in their network.

Hhmm that idea about making the summary gated is new and can try that. I am worried if people (and when the ICP I am chasing is a marketer) will hate anything gated :(

<@U0370GNSB0B> 

You can run this as an experiment. If your session duration/conversions get negatively impacted because of this, it could be taken as a failed experiment. 

But if this works, you'll get a new way to generate leads via all the upcoming case studies. 

Negating ideas based on assumptions is definitely not the right way :see_no_evil: 

Also, conversions would depend a lot on the CTA copy. 

Are your users busy? Tell them the crisp version would save their time, or they can forward this to their managers for building the business case for buying your product. 

The CTA copy should be in line with what your users would relate with.

Makes sense Ragini :slightly_smiling_face: Thanks a lot!

I would start by figuring out what I wish to achieve by content marketing. It could be Lead Generation, Topic Authority, Thought Leadership / Building Expertise, Building Trust with Leads, Increase Customer Retention, Providing a Unique Point of View.

Doesn't have to be one, could be one or two or more. But you'll be able to trickle down once you determine your goals.

If you are struggling to know where to start, I would strongly recommend to onboard a strategist to help you with everything.

Once you have a strategy in place.

You can either decide on doing things by yourself, to make things easy, you can hire interns or use AI tools for creating content.

Next, You can collaborate with freelancers to help you creating more content.
Getting freelancers through communities or Linkedin is not difficult.

Once you have figured out what is working for you or have a market fit, get an agency to scale up your content marketing game!

All the best!

Yes, in addition to what <@U03H260MW8Z>  and <@U033RUXVCAY> has said, I would suggest you to start using an OKR tool.

Hey <@U03H260MW8Z> my objective is to bring in quality leads with low sales touchpoints and also create topic authority.

<@U033RUXVCAY>, I once worked with the Strategist, not for this product though, but she shared a strategy doc. I never felt that's a strategy doc at all, I mean she just wrote down the persona and whom we are targeting, and what content we have to generate that I already know. What I wanted was how to market the content we are churning out. She said content marketers will be able to help with that.
So I decided strategists are not gonna help me. Did I work with the wrong strategist?

<@U03GDAXTSUD> you mean like GTM hub? How it can help me?

Yes. The person was not willing to take ownership. Look for someone who is interested and willing to help you in all three parts starting from brainstorming to creation and also distribution.

Although a strategist might not create and distribute themselves, but will help you setting up the right channels for all the three aspects.

<@U03GG5FQ4UB> with that in mind, I believe you can start making your clusters.
best of luck for your project. happy to talk if you need any help.

Buy does postly provides analytics data, <@U039FQ2SNNN>?

Because in their demo, they haven't talked about it!

We use <http://Publer.io|Publer.io>. I'm not sure about the 500 accounts. In their pricing plan they have options for that. But their analytics, Followup comments schedules, you can also do wordpress schedules. And notably, their Support is very nice. They have a free trial thing too, just play around and see if that fits you.

We use publer too:)

managing 500 accounts will cost USD 900 but looks like we have to export the analytics data in PDF format here.

So we are looking for some more convenient tool which can export the data in CSV format!

<@U03AHQURB98> founder says no to analytics for now. Will be live in Aug.

Oh, then we have to check other tools too!

FYR - <https://trello.com/b/B4Ud3lUC/postly-public-roadmap> <@U03AHQURB98>

I am not a SDR but i am a product marketer and i do have some experience working with SDRs. Do you have any idea on their current tech stack and why do you think they are looking out for supply chain visibility? And how their current tech stack doesn't support their goal of reducing their supply chain costs so that they can increase their profits.

Hay <@U03GZ0KP6QM> - yes we have the intel. Since 'supply chain walmart' creates an even bigger hub in terms of search volumes + related keywords, i have created a separate bespoke piece to reach that audience.

This first piece is for SDRs at the very beginning of their account research. Does this answer your question?

<@U030E27CBB3> - Let's talk over DM, thanks!

Bombay Locale. The same agency that created the viral Oslash ad a while ago. 

I can connect you with them if required. Toplyne’s Founder is a good friend 

This is pretty good for an Indian agency. <@U03GW26PD3K> will reach out to you for their details when a need arises.

Thank you I'm really glad. Let's connect sometime next week. Sounds good?

If you could share any questions in advance, it will help to be better prepared. Looking forward to being a part of this

Hey Aarthi sure I can do that as well. I'll share a few questions with you tomorrow. But before that for my knowledge can you share your job title and the SaaS company you're working with?

I am a product marketer working for facilio, a prop tech firm. I craft messaging for pitch decks, data sheets/solution docs, battle cards etc and also own analyst relations arm.

Hey <@U03A0KL85G8> , am a SaaS product marketer, Happy to contribute here!

Google the channel - tons of people talked about their experiences.

Not with white paper but can help with e-books.

Sending you a DM.

I had great success with Brafton, a little high on the budget side though.
<https://www.brafton.com/>

Thanks a lot <@U033RUXVCAY> <@U03BUHY2UQ3> and <@U03H260MW8Z> ! Really helpful.

Hey <@U03BUHY2UQ3> no self-plugs please. The question is something entirely different and your answer is a clear promotion. Request you to please delete.

Love paperflite team, but rules are rules.

Hey, so sorry about this! Deleting it right away!

I never used any tool for topic researches for Webinars and Podcasts. Do resource research such as Ebooks, Webinar topics, Infuencers focus in your nieche, etc in your domain.

For Podcast make it interactive.
1. How did you get your first 100 customers
2. How did you get to your first 100,000 USD revenue
3. How did you bag your first big client
4. How did you build your sales team/tackle sales
5. How to manage remote clients

Looking up related keywords for the topics you already have is always great food for thought

+ looking at topics from diff stakeholder or persona povs as well

Stumbled upon something interesting. Anyone who has done more research on this topic or using as a strategy already?

On high level what I can understand from this model is, your customer help you scale up more than ever before, because you are focusing on customer delight.

Seems like Hubspot is bullish about this and made it a pillar content

<https://www.hubspot.com/flywheel>

Hubspots flywheel essay failed to take a stand. It is a repackaged referral model. Listened to Yamini, HS CEO on the Intercom podcast recently. She talked about the Flywheel model but that essentially sounded like a glorified referral program. <@U02UY3EPQDA>

Hahaa… I agree and hence I shared the other link.  But let me speculate:

Hubspot seeks to appeal to Marketing audience (wrt this Flywheel essay) — maybe this is the clear stand they took for their audience (who knows, hence speculation).   But their essay on this concept itself is very limiting and doesn’t capture the essence of it.

Both Flywheel, and PLG as concepts have been open to fine tuning (aka distortion) in their interpretations that often the actual essence is lost — and often limiting the very possibilities.

These need not apply to all SaaS — but  in my ideal world all SaaS would strive to become bottom-up (even the enterprise ones) making the world a better place. (I personally despise companies that charge a ‘service’ fee as part of onboarding *cough* marketo)

Hello people,
Good day!

Has anyone used the tool *Metricool* for social media works?

If yes, would love to sit &amp; discuss about it. We are thinking of starting with its basic model first.

So need some guidance &amp; user review before it!

Happy to do that. Worked extensively o it

Juniper Networks rolled out its campaign a few weeks back. The ads from Wongdoody (part of Infosys) are straightforward.  This is part of a series. <https://youtu.be/PzWA4duLQwo>

<https://www.linkedin.com/posts/superside_video-content-should-be-a-foundational-part-activity-6942503080076738560-puOC?utm_source=linkedin_share&amp;utm_medium=android_app|https://www.linkedin.com/posts/superside_video-content-should-be-a-foundational-part-activity-6942503080076738560-puOC?utm_source=linkedin_share&amp;utm_medium=android_app>

any contacts with onLoop and HuddleUp? Empuls I am in touch

Yeah I can connect you to Huddleup. DM your email?

<mailto:patrick@onloop.io|patrick@onloop.io> - you can connect with him!

How many of you have already started working with Q3 content strategy? :eyes:

<https://www.linkedin.com/feed/update/urn:li:activity:6942830583945285632?utm_source=linkedin_share&amp;utm_medium=android_app|https://www.linkedin.com/feed/update/urn:li:activity:6942830583945285632?utm_source=linkedin_share&amp;utm_medium=android_app>

I think you should ask this is <#C02PS0CGPU1|>

Oh okay, my bad. Thanks for pointing out.