Supporting Creative Force's Critical GTM Phase With Unique, Strategic Content

The challenge

Creative Force, a content production management platform, had just raised Series A funding and launched their first generative AI product. They saw content as a crucial aspect of their critical GTM phase, but faced several challenges: their existing eBooks were too dry and technical for their target audience, they lacked the internal resources to create engaging thought leadership, and they needed to establish authority in the emerging "AI content production management" category they were pioneering.

My strategic content approach 

I developed a comprehensive thought leadership program that would position Creative Force as an authority in this emerging vertical, build trust with their ICP, and move leads down the sales funnel. 

This involved two campaigns centred around valuable, expert-driven lead magnets:

Phase 1: Market education - AI trends eBook campaign capitalising on their product launch momentum, designed to generate and nurture leads and establish thought leadership in generative AI for ecommerce

Phase 2: Category definition - eBook campaign on scaling eCommerce content production, positioning Creative Force as experts and pioneers of using automation and AI software to streamline eCommerce content production.

Transforming technical concepts into effective eBook campaigns involved:

• Conducting expert interviews to extract unique insights that competitors couldn't replicate

• Educating their audience on their flow vs. batch framework - central to their market positioning - with clear and engaging writing

• Creating content that spoke to multiple target ICPs: studio managers (day-to-day users) as well as more senior decision-makers (budget holders)

• Smart content distribution, crafting social media, landing page, and blog content to maximize the lead magnets’ reach

The impact for Creative Force

• Significant number of leads generated in two weeks from the AI eBook campaign

• Helped to establish "Content Production Management" as a new software category with Creative Force as the defining platform

• The sales team reported positive results in nurturing leads and existing customer relationships using the educational content