Hootsuite is a mid-sized B2B SAS company with about a thousand employees and $200 million ARR.
Kendall was on my team when I led content at Hootsuite and now she is running the content team there.
We talked about integrating product education with thought leadership, staying ahead of a sophisticated audience, and simple messaging frameworks.
I also asked Kendall about Hootsuite’s top-performing channels and if she had to only choose one channel, which one would she choose?
Here are a few examples from the campaign we talk about at the start of the interview.
The content campaign included these assets, as well as video ads.
Culture guide: helping brands to navigate the platform by decoding its ever-evolving trends and key aspects of the tool, such as sound, aesthetics, types of videos and slang.
Newsletter: highlighting new trends to keep an eye on, providing tips and tricks for engaging with audiences, and spotlighting inspirational content from which to glean key learnings.
Workshops and webinars: hosted across global regions to walk customers through video content development and provide region-specific tips on increasing engagement.
Blog content series: going back to the basics by demonstrating the value of TikTok in growing business and building a stronger relationship with customers, as well as providing concrete tips on growing TikTok following, creating ads, and more.
Share this post