Content Marketing Journey Part I


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In our blog, we always try to come up with creative, diverse and new content about technology, PlagScan news, plagiarism and education. In the following mini-series, consisting of two to three episodes, I will describe my journey to content writing. I wanted to write about the product features from our company – a story about how you can benefit from our product features and how you can use them in your daily life.

For that, I needed to create different content than the descriptions on our website.

Here are my learnings from my content journey:

 

Prior research

Storytelling is a powerful marketing tool that connects you with your clients on an intimate level. In fact, stories make people relate to one another and have been existing since ancient times.

Therefore, I decided to do some research on the subject and read different blog posts. My objective was to learn the framework of good storytelling from best practices and authors.

Here are the main points of my research:

  • My story should be described in one line, so I had to keep it simple.
  • My story should be written like a short novel or a series.
  • My story should portray the feelings our customers get when using our product.
  • My story should describe, how the product features impact our customers’ lives.

Before diving into the story part, I needed to learn more about the products and all features and specifications they include.

What are the features I am writing about?

PlagScan’s main strengths include the following features:

  • The plagiarism report
  • The document manager
  • The submission
  • The administration
  • The Integration with API

Next, I needed to dig deeper and list sub-features. I went through all of the features and took notes about each of the functionalities and customizations. I tried to understand their use and answer the question for which purpose I might need this feature. For example: Why would I leave comments on my plagiarism report? The answer is simple: I need to collaborate with others in order to improve my results.

However, that’s only my need motivated by my desires and/or external requirements. What about the others? What about our customers?

At this stage, a different point of view was necessary. I needed to learn more about the customers’ perspective. The objective is to get acquainted with them as if I knew them personally.

First priority: Get acquainted with your customers

As marketing and country manager, I have some knowledge of our customers. I take care of customers of all French-speaking countries, including schools and single users. Every day, I give them bits of advice to work with our products more effectively. However, my colleagues in charge of other countries have different customers and different challenges.

I decided to collect all recurring questions from our customers from various sources like the FAQs from our website, questions from our ticketing system etc. With this, I will have a good overview of the questions and needs they have.

The questions were the first step to get to know more about the customer needs and pains. Yet, it felt a little impersonal. I wanted to create a persona – a fictional character with a face and a name – inspired by the customers I have talked to. I knew their needs, questions, motivations, fears, and pains. With this, I would bring my fictional character to life. 

PlagScan has already created personas and I read through the files to get to know them on a deeper level.

Certain types of customers have similar behaviors, fears, and motivations.

Based on similarities, I can find categories in order to have a better overview of all customers. PlagScan has already devised a customer segmentation based on their goals and behaviors.

  • User based on drive goals
  • User based on product evaluation goals
  • User based on interaction goals

From this segmentation, I asked myself the following question: What type of feeling do they want to get while using PlagScan or being in contact with our sales team. For me, someone who is a bargain hunter should feel that they receive good value for their money, for example. As a result, I will describe the feeling they should have for each type of user in each segment.

After this analysis, the next logical step is to create a product story. I will describe my journey about it in my next blog post.

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