Challenge: I was given the task to build Udit Poddar, the CEO and Co-founder of Grid as an industry thought leader. The brief was clear wherein our goal was to create valuable content for a B2B audience that was original and offered expert insights. It was an uphill climb at first, but with consistency is turning into something worthwhile.
Here's where you can get a gist of all that the client is about: https://www.workongrid.com/
I started by listing all the industry pain points which fell under four categories, namely Mining, Infrastructure, F&B, and Manufacturing. Grid provides a seamless, quick, and easy-to-understand way to digitize asset-heavy industries as they still operate on paper, and end up losing millions in lost data, mismanaged compliances, and a lot more.
As this genre was new to me, I first began by deeply diving into the product to create content that suited the brand language. Then came the next step of diving into each industry's challenges to create thought leadership content, instead of sounding like an average student. I was going to write as this Founder and had to present my content as an expert.
How did I do it?
Of course, it did not start with me looking up things on the internet. I just had to schedule calls with our in-house experts (the founders, CS and sales team) to understand the real pain points and all that we were doing to erase them.
This eventually led to the creation of a detailed, long-form monthly content piece of around 2000-2500 words.
We brainstormed every quarter to come up with topics that prospective customers were doubtful about and built engaging and interactive content around them.
We even used this as lead content to nurture leads, particularly for email campaigns that I spearheaded.
This will now be used for multiple mediums: such as podcast scripts, videos, and social media, thus helping us create calendars for multiple channels with one detailed long-form content.
