Entry 38: Our updated content strategy

You’ve reached the end of Alice’s diary of a first time CMO volume two, thank you so much for listening.

As the diary of a first-time CMO volume two comes to an end, Alice shares what she thinks will be important for her, the Cognism marketing team and B2B marketers in general over the coming year.

After sharing our content strategy in the previous entry, this entry dives into how we distribute the content we create throughout our various channels.

Our content framework revolves around ‘what we want to be known for’. Listen to Alice explain our ‘content roadmap’, which feeds our media machine content and big rock content campaigns.

One of the ways you can reduce the risk of failure before entering a new region is by doing some test marketing in that region first. You can gauge the interest, create some demand - and most importantly identify any blockers early on.

Working with SMEs is a huge part of the Cognism marketing strategy, and therefore we need to be able to identify and reach out to relevant SMEs in new regions when we have plans to expand there. This entry delves into how we manage this process.

This entry follows on from entry 37, discussing how Alice and the Cognism team applied the lessons learned from their DACH expansion, to their French expansion.

Not every venture is immediately successful. However, the lessons we learn from doing things the wrong way, teach us a lot about how to do things next time. This entry goes into details on what went wrong in our DACH expansion, and how we used this to launch effectively into France.

Alice and Cognism’s CEO are keen to be one of the first adopters of new AI tech that can help the company become more efficient in its processes. This entry delves into a few of the ways in which we are already utilising AI tools. 

Most people know Cognism for its sales use case, but internally, we drink our own champagne and utilise the Cognism product for our own marketing. This entry shares how.