Читать книгу The Customer Education Playbook - Daniel Quick - Страница 38

If your organization's main goal is to generate demand by becoming an established thought or industry leader, that's an important goal to get aligned with. Often, creating this kind of content will come from taking a step back from the product to talk to your customers about what they need to understand to do their jobs better. If you have a cybersecurity product, for example, it's great to teach your users how to set up policies and rules using the software, but it's more impactful to help them gain buy-in on a cybersecurity policy, give advice on how to protect and secure remote teams, or how to “shift left” to make developers' lives easier. If you can help them overcome these real challenges that they face day-to-day, you're well on your way to being a thought or industry leader.

If you do thought leadership right, you're publishing agnostic information that's focused on the job rather than the tool. Your users will begin to associate their job with your product, creating strong associations between the two (similar to how HubSpot is synonymous with inbound marketing). As a result, when users buy your product, they also feel that they're getting both product and also industry expertise; that is, your customers will believe they're gaining a partner who can help them achieve success in their job.