The ABCs

When the foundations are destroyed, what can the righteous do?

Reading for the first time? Nice to meet you. My name is Feranmi (Fer) and at night I’m building an AI-powered platform that allows product teams to get actionable customer insights from discovery calls in minutes. During the day, I help brands & companies educate their users, drive organic traffic and conversion with content marketing. Then, at midnight, I watch a lot of ESPN FC and write this newsletter.

Long story short, this newsletter, allows you to discover ideas (valuable, I hope) related to marketing, business & technology.

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Founders and marketing teams are drowning in multiple marketing tactics and channels.

Let’s get back to the foundations. Only a few things matter. Focus on them and you will have a higher chance of success.

Over the years, I’ve worked across content, growth, and product marketing. Some basics underpin them all. I’ll call them the ABCs of marketing.

Audience. Behavior. Content.

Audience

It’s definitely not everyone. If you target everyone, no one will listen. Defining the right audience takes a bit of work and it’s not something that you can figure out in one brainstorming session.

Some tips on finding your target audience:
- Start by clearly defining the differentiated value you offer
- Identify the problems, challenges, and needs that it solves.
- Figure out the people who acutely suffer from these problems right now.
- If you have significant existing users, talk to your most valuable users. Understand who they are, where they spend most of their time online, and why they chose your solution. Then, find more people like them.

The user is king. They must always be your starting point.

Behavior

Use qualitative and quantitative data to understand how your audience's needs are changing and how they are using your product or service. A great way to understand their behavior is to constantly talk to them. Always listen to users’ problems, not their solutions.

Users are experts at their problems. Listen to them more often.

Content

Content serves as the foundation for all marketing efforts. It helps you acquire, engage, and attract your audience. That means every piece of content must revolve around your target audience.

Whether copies, blog posts, videos, social media posts, or podcasts, providing informative, entertaining, or otherwise valuable content helps establish your authority, build trust, and attract your audience.

That’s it for this week. Until the next.

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