This blog content is a reorganized version of the key points from Elifunt B2B Content Meetup.
💡 B2B Content Meetup Vol. 4: Curious about the lectures from other speakers?
Part 1: Content Growth Marketing for B2B Companies
Part 2: Modusign’s Journey to Industry No. 1, A Growth Story Achieved Through Content Marketing
Part 3: What Is the Single Standard ZUZU Follows When Creating Content?(Current Post)
Part 4: Jandi’s Practical Marketing for Attracting Customers in the Hyper-Competitive Collaboration Tool Market
How did ZUZU create business growth through content?
For the third session of the Content Meetup, Manager Kim Ji-won from ZUZU took the microphone.
ZUZUis a company that provides services to help management support teams at approximately 8,400 companies more easily manage shareholders, investments, stock options, etc., and is building recognition by conducting well-structured content marketing based on solid content.
From traditional marketing to content marketing
In its early days, ZUZU focused on traditional marketing. They engaged in comprehensive marketing that included not only advertising but also distributing flyers, sending mail, and participating in Q&A sites and online communities. However, it is said that the content marketing that began by turning various research materials gathered for service structure and operation into content is what built the ZUZU of today.
“As I was handling multiple corporate operations simultaneously, I found that Google search was the only thing I could rely on.”
I looked for articles while searching with work-related keywords, and no matter what I searched for , ZUZU articles appeared at the very top of the search results.
“I became curious about the service, ‘What kind of place is this that everyone knows about it?’”
“After learning about the service, I felt a sense of anticipation, thinking, 'This could fill the gaps in tasks I cannot handle.'.“
ZUZU's single criterion for creating content
At ZUZU, while metrics that other companies prioritize, such as views and conversion rates, are important, one thing we consider even more crucial understanding what our customers are currently curious about. Collecting recurring questions from customer inquiries or the community and creating content based on them can be the first step in this direction.
Of course, while analyzing metrics in detail is important, he emphasized that creating content that accurately identifies and addresses 'customer needs' is just as crucial. Writing content that customers discover first when they need it—that is the single goal ZUZU sets when creating content.
How to create content a little more efficiently
1. Let's review every step
At ZUZU, we place great importance on creating high-quality content that is truly necessary for our customers, even for a single piece of writing. For this reason, we assign one or more high-quality final reviewers to every stage—outline, draft, final version, and publication—to ensure that reviews are conducted.
2. Systematizing Content Publishing Management
To review systematically and standardize publication schedules as in 1), it is also important to check if work is progressing on time. In this case, using collaboration services like Monday or Slack can help you manage it more efficiently.
3. Get the necessary content from experts
Since the quality of our content largely depends on the extent of our company's expertise, it is crucial to build a solid foundation of domain knowledge. In this regard, do not be afraid to seek help from external experts. At ZUZU, we also frequently create collaborative content with professional firms with which we have partnerships or with other companies. We have even heard surprising stories at ZUZU where connections formed through such content have led to actual sales.
The process of accumulating valuable information through expert lectures, internal and external webinars, or seminars, and transforming it into high-quality content, will serve as marketing in itself.
Q&A ZUZU Content Marketing: Questions About This!
We are sharing the key questions and answers from the Q&A session, specifically those related to Manager Kim Ji-won of ZUZU.
Q: How do you encourage content creation one step ahead?
A: Rather than the content marketer writing content first, I approach this by directly asking team members what content they need and guiding them toward it. For example, a sales manager identifies questions received after a client meeting that are missing from the current shareholder content and finds ideas to supplement it. This allows team members to feel the need for content themselves and naturally leads them to suggest content creation first. It is important to continuously ask those who hear the customer's voice the most about what is needed.
Q: Please share a case study of content marketing failure using a community.
A: We created our own community site to encourage users to freely discuss and share information, but it did not become active because a discussion culture had not yet taken root. To overcome this, we utilized more familiar channels, such as KakaoTalk group chats, to encourage customers to visit frequently. Once the number of participants exceeded 500, natural interactions began to occur among users, and genuine customers started to revitalize the community on their own. Through this experience, we concluded that easily accessible channels are effective in Korea.
Q: Please tell us about the client interview process
A: After establishing rapport with clients, we create content based on success stories through interviews. With Big Logo clients, we also secure permission to use their references during the price negotiation process. We conduct interviews naturally through communication with highly satisfied clients, providing an environment where they can proudly share their success stories. Through this, we produce effective marketing content that emphasizes both the client's brand value and practical achievements.
💡 B2B Content Meetup Vol. 4: Curious about the lectures from other speakers?
Part 1: Content Growth Marketing for B2B Companies
Part 2: Modusign’s Journey to Industry No. 1, A Growth Story Achieved Through Content Marketing
Part 3: What Is the Single Standard ZUZU Follows When Creating Content?(Current Post)
Part 4: Jandi’s Practical Marketing for Attracting Customers in the Hyper-Competitive Collaboration Tool Market
