How to create content for a new product category

Shahin Hoda chats with Lachlan James, Chief Marketing Officer at VisualCortex, about the differences marketers need to take into consideration when developing content for new and upcoming categories, compared to an established space. Joining VisualCortex in November 2021 as its inaugural CMO, Lachlan was most recently CMO at Australian start-up Operoo (formerly known as CareMonkey), which was acquired by US-based EdTech company, SchoolStatus, in October 2021. Lachlan has held Head of Marketing roles at other Australian technology start-ups, including CAMMS, Linius, and was the founding member of the marketing team for global success story, Yellowfin - an Australian analytics start-up acquired by Idera Inc. in January 2022.  Lachlan has a strong and consistent track record of working with Australian start-ups to help build their local presence and catapult them into the global marketplace. The episode covers: How to approach SEOThe impact of user behaviourHiring an agencyThe types of content created for emerging categories Resources mentioned in this episode: Sell Like Crazy - Sabri Suby _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth We would love to get your questions, ideas and feedback about Growth Colony, email [email protected]

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