Creativity is the brand new foreign money.
One could argue that knowledge, know-how, and analytics are the true driving forces for enterprise success, however creativity is what actually units a model aside within the consideration financial system. In spite of everything, would not each enterprise need a hefty pockets?
Creativity captures consideration and fosters long-lasting connections, enabling each enterprise to face out and deeply resonate with its viewers. The truth is, Deloitte’s survey signifies that 50% of high-growth companies see fostering creativity as important for long-term success.
It might appear extra pure to combine this creativity into B2C content material, and B2B content material creation, consequently, is perceived as one-dimensional and boring. However why ought to B2C advertising have all of the enjoyable?
To assist B2B entrepreneurs infuse creativity and energy their content material methods, we have turned to Nehal Tenany’s experience. Nehal is a content material creator and podcast hitmaster who has achieved B2B success at firms like Gong and now leads content material at Clari.
This interview is a part of G2’s Skilled Highlight sequence. For extra content material like this, subscribe to G2 Tea, a publication with SaaS-y information and leisure.
Heat-up questions
What’s your favourite beverage? Coke Zero.
What was your first job? My first job was working for my dad. It was a priceless studying expertise, however it taught me the significance of setting boundaries when working with household.
If not Clari, what’s your favourite software program within the present tech stack? I’d say Sprout Social. Really, my favourite software proper now’s ChatGPT. It has revolutionized the sport for entrepreneurs when used correctly.
What issues at work make you wish to throw your laptop computer out the window? I’d say there are two issues. First, when executives do not perceive my inventive imaginative and prescient. And second, sticking to cookie-cutter, by-the-book strategies as an alternative of considering outdoors the field.
Deep dives with Nehal Tenany
Kamaljeet Kalsi: Are you able to inform us about your skilled journey? How did you find yourself in your present function as Content material Advertising Lead at Clari?
Nehal Tenany: In highschool, when social media platforms like Instagram and Snapchat emerged, I used to be determining my profession path. My dad, who’s the CEO of one in all Microsoft’s associate firms, advised I look into advertising. Intrigued, I researched and selected advertising as my main in school.
Throughout school, I found a love for numerous advertising facets, together with digital advertising, social promoting, and website positioning. I began my weblog, nehaltanani.com, the place I gave recommendation on journey, courting, and product suggestions. This private branding journey intensified with the rise of Instagram, permitting me to mix theoretical information with sensible utility.
After graduating school in 2016, I joined BMC Software program, aiming to enter the tech area for its development potential and monetary prospects. My love for content material advertising actually blossomed at Gong, the place I discovered about e-mail copy, social media, demand era, and consciousness constructing. Gong pushed me to discover the total spectrum of tech advertising, increasing my boundaries and deepening my understanding of the trade.
I began my podcast in 2018 and commenced my TikTok journey in 2020. My podcast, which ran for 5 years, was lately acquired, reinforcing my ardour for the leisure trade and fueling my TikTok content material round what to look at and skip. I used to be at Gong throughout my podcast period and have now joined Clari, able to proceed my thrilling journey in content material advertising.
Additionally, I’m presently engaged on a product I’m captivated with referred to as Inboundr.AI. It helps rework on a regular basis conversations into LinkedIn content material to spice up income. This undertaking fuels my ardour for content material technique and highlights the significance of turning your workers and people round you into thought leaders.
How did you stability rising your private model together with your skilled profession?
I grew my private model with the rise of TikTok and began my very own podcast, ‘That Desi Spark.’ My private model focuses on journey, life-style, leisure, motion pictures, and popular culture, whereas my skilled model at B2B tech firms revolves round tech and content material technique. This twin path allowed me to make the most of each my inventive and analytical abilities.
I imagine duality is a actuality in life. Do you are feeling the identical? If sure, are you able to elaborate on how this performs out in your skilled and private endeavors and the way it impacts your creativity and achievement?
Completely, I really like that you simply stated that, and I deeply resonate with it. On the one hand, my skilled function in a B2B tech firm like Clari calls for a structured strategy to content material technique, knowledge evaluation, and assembly enterprise targets. Right here, I get to make use of my analytical abilities and contribute to impactful tasks.
However, my private model permits me to discover my inventive facet by means of platforms like Instagram and TikTok. This area is the place I share content material associated to journey, life-style, and leisure, participating in additional spontaneous and artistic endeavors.
Each sides are essential for my total achievement. If I had been to focus solely on my skilled function, I’d miss out on the inventive freedom that retains me passionate and impressed. And solely specializing in my inventive pursuits might lack the strategic and structured challenges I take pleasure in within the tech world.
Folks at all times ask if I’d select one over the opposite full time. I do not assume I may very well be fulfilled doing only one. If I pursue my ardour full time, it might lose its pleasure. If I focus solely on work, my creativity will not totally flourish. Subsequently, I must stability each facets to remain fulfilled and keep my multifaceted nature.
Mixing these worlds permits me to train each my coronary heart and my thoughts in advertising. It ensures that I keep fulfilled, persistently challenged, and at all times evolving. This holistic strategy makes my day-to-day work extra dynamic and prevents burnout, preserving my ardour for content material advertising — whether or not for B2B or private tasks — alive and thriving.
You’ve got had immense success founding, scaling, and exiting your podcast, ‘That Desi Spark,’ all whereas incomes credibility in your tech profession. Are you able to share some key learnings from the previous 5 years?
The journey of ‘That Desi Spark’ started in 2018, with the goal to dive into the podcasting area whereas it was gaining momentum. We did not anticipate the growth triggered by COVID-19, which made our early begin advantageous. The toughest a part of the final decade for me was rising up as an Indian American, feeling caught between two cultures. This identification disaster fueled my podcast, the place I made a decision to be authentically myself and share my experiences.
The podcast was well-received, however it required relentless effort. I devoted important time to advertising, reaching out to potential company, and securing sponsorships. This degree of inbound work was new to me, as I used to be used to being approached for campaigns. Recording, enhancing, and selling every episode was intensive, making me understand the entrepreneurial side of podcasting.
“The largest lesson was understanding that success requires sporting many hats and being ready to place within the work.”
Nehal Tenany
Content material Lead, Clari
Balancing the podcast with my day job and content material creation was difficult, however it taught me the significance of time administration and dedication. It is actually about what you spend money on your work. Regardless of the challenges, the achievement and development I gained from this expertise had been invaluable.
In your podcast farewell episode, you talked about that managing your time successfully whereas balancing a number of duties had turn out to be a problem. How did you sort out time administration?
Managing time was simpler for me as a result of I lived alone. My husband and I had been in a long-distance relationship earlier than we received married, with him in Jersey and me in California, so I had extra management over my schedule.
My days began with my daytime job. After work, I’d work out to alleviate stress. Within the evenings, I might give attention to content material creation or my podcast, usually from 8 to 10 PM, as a result of that timing labored for the workforce and company.
I used Sundays to create content material in batches, planning and recording a number of movies in at some point. As an illustration, I’d placed on completely different shirts each hour to create the phantasm of recording on completely different days, then launch the movies all through the week.
“The important thing to managing my time was integrating my podcast, job, and content material creation into an total content material technique, guaranteeing every process aligned seamlessly.”
Nehal Tenany
Content material Lead, Clari
You’re additionally a content material creator. Do you deliver a few of that have over to B2B content material administration? In spite of everything, why can’t B2B have some enjoyable?
I positively do. In my function as a content material creator, every part strikes rapidly, with new options and developments always rising, like TikTok. It is essential to maintain up with these adjustments and combine them into the B2B area to keep away from being left behind.
An important instance is AI. Over the previous yr, AI has turn out to be important, and people not adopting it danger falling behind. I take advantage of AI instruments to map out content material creation and handle my schedule for each private and B2B content material. AI helps me create content material calendars, categorize posts, and monitor related metrics.
As an illustration, ChatGPT affords finest practices by analyzing present insights and recommending metrics that may differ from what I initially thought. This helps me keep agile and ensures that my B2B content material is simply as dynamic and interesting as my private model.
“ChatGPT has turn out to be an important software for me. It gathers insights from the web and different firms and offers finest practices that assist reshape my considering.”
Nehal Tenany
Content material Lead, Clari
Are you able to share a immediate that often helps you and that our viewers may profit from?
Certain! As an example I’ve an attention-grabbing article or weblog submit I wish to rework into social media content material. I often ask ChatGPT one thing like, ‘Hello ChatGPT, my identify is Nehal Tanani, and I am the Content material Advertising Lead at Clari. Clari is a B2B tech firm targeted on working income. I wish to flip this text into an simply digestible piece of social media content material at an eighth-grade studying degree for Clari.’ Then, I enter the article, and ChatGPT offers about 10 to fifteen sentences for a social media submit.
Subsequent, I ask ChatGPT, ‘Are you able to please infuse extra of Clari’s model tone?’ It’s going to modify the submit accordingly. Earlier than it is able to go reside, I evaluation the content material, add my very own aptitude, and make needed changes.
Prompting Tip:
The important thing with ChatGPT is to be very particular about your function, your organization’s particulars, and the message you wish to convey. It is vital to tweak the output to match your organization’s language and elegance, as ChatGPT cannot seize the precise tone or human emotion by itself.
For manufacturers wanting to achieve hyper-local markets, what function do inclusivity, authenticity, and storytelling play in content material creation?
Inclusivity, authenticity, and storytelling are important for manufacturers aiming to achieve hyper-local markets. From a model perspective, it is vital to make sure your content material represents numerous voices and experiences. After we run webinars or blogs, we guarantee numerous audio system, together with ladies and folks of shade. This makes the content material extra relatable and inclusive, as illustration actually issues.
Authenticity can be essential. For private branding, I at all times encourage individuals to not gatekeep. When you uncover one thing wonderful, share it! Whether or not it is an ideal restaurant or an efficient product, social media ought to be about serving to others. For instance, my private model assists individuals find one of the best locations to eat, TV exhibits to look at, or wedding ceremony planning ideas. By being genuinely useful and clear, you foster a neighborhood and inclusivity. Authenticity lays the inspiration for this strategy. This precept applies to B2B tech firms as properly. Our mission at Clari is to assist B2B tech firms run income.
Storytelling is about integrating your organization and cultural narratives into your social media. We excel at amplifying buyer tales as a result of prospects are your greatest champions. Sharing their real experiences resonates extra authentically together with your viewers. As a substitute of merely stating, ‘Our buyer liked us,’ we give attention to showcasing how we solved their issues and why our services or products was one of the best match. This strategy makes the story cohesive and impactful.
Finally, storytelling ties every part collectively, presenting your model narrative compellingly. By specializing in inclusivity, authenticity, and storytelling, manufacturers can create significant connections with their native communities.
“The distinction between a great creator and an ideal one lies in the way you interact together with your neighborhood.”
Nehal Tenany
Content material Lead, Clari
What are some pitfalls you consciously keep away from when constructing content material methods within the age of AI?
It is simple to see AI as a fast and useful resolution, however it is advisable keep in mind that it is a software to help you, not change your effort. Many individuals neglect this and rely too closely on AI, which may be problematic. As an illustration, I typically see LinkedIn posts that clearly appear to be written by ChatGPT and are available off as inauthentic.
When you’re not snug together with your writing abilities, tone, or voice, work on growing these first moderately than relying on AI. Relying solely on AI can hurt your private model as a result of while you’re requested to talk or take part in occasions, there is a disconnect. Folks may assume, ‘You sounded a lot extra eloquent on LinkedIn,’ and it will not align together with your actual capabilities.
The hot button is to make use of AI to boost your content material creation, however at all times add your private contact and guarantee it aligns together with your genuine voice.
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Podcasting vs. quick movies: which route do you’re taking as a B2B content material chief?
I’d go along with quick movies. These days, individuals’s consideration spans and the time they’ll dedicate to a podcast have decreased. I desire consuming content material within the type of quick movies moderately than listening to a whole podcast. It offers a visible expertise with 45-second sound bites that ship the knowledge rapidly. Until I am commuting or taking a ‘scorching lady stroll,’ I haven’t got the time to take heed to a whole podcast.
I noticed one in all your LinkedIn posts the place you talked about how repurposing content material drove exceptional outcomes for you. What makes you imagine so strongly within the energy of repurposing content material? How do you go about it, and why do you advocate for it so passionately?
I talked about this early on in my podcast. I found the facility of repurposing content material early after I realized I might flip my weblog content material into Instagram posts. Later, I came upon I might do the identical for TikTok movies. This idea carried over to B2B advertising.
You will need to be intentional earlier than creating any piece of content material. As an illustration, if I am engaged on a podcast episode, I plan how one can break it down into different items of content material. One podcast episode can turn out to be a weblog submit, 5 video clips, social media posts, Instagram reels, and TikTok movies. This manner, one piece of content material is evergreen and generates extra output with much less effort.
It is about maximizing sources. Why spend a lot time and cash creating new content material when you may have a backlog ready to be repurposed? Sturdy workflows and the correct instruments, together with AI, will help chop up content material seamlessly. By considering forward and structuring the method, repurposing content material turns into easy and environment friendly.
The place would you make investments your cash for brief movies within the present state of affairs? Would it not be LinkedIn for B2B, YouTube Shorts, Instagram, or TikTok?
When you’re a B2B content material marketer, I’d counsel placing your advert {dollars} into LinkedIn paid advertisements. LinkedIn is one of the best platform for B2B advertising.
For natural engagement, I’d advocate TikTok. It has the quickest development I’ve ever seen. By persistently posting, I gained 70,000 followers in two years. It is a quantity sport there, so investing your natural efforts in TikTok can yield important outcomes.
What function do individuals play in model thought management? How can content material managers allow workers and executives to drive model content material?
This matter is essential as a result of, whereas we frequently use prospects to amplify our model, it is also important to show the individuals inside the corporate into thought leaders. This manner, they are not simply selling the model or product but in addition rising their very own private model, making their advocacy extra genuine and seamless.
Investing in each workers and executives has proven one of the best outcomes.
For executives, I may need a 30-minute name with them to debate their experiences and insights, turning these conversations into priceless social media posts. Many executives have a long time of management and income development expertise, and sharing their tales builds belief with the viewers. When individuals belief an government, they’re extra more likely to belief and purchase from the corporate.
The identical applies to workers. Constructing belief throughout the corporate and guaranteeing everybody shares the identical values and message is important. Content material managers can information workers and executives in aligning their private narratives with the model’s values, making a unified and reliable voice.
Do you assume right now’s content material marketer may very well be tomorrow’s chief advertising officer (CMO), provided that AI has heightened the significance of human-led content material creation?
I’d say sure, with some {qualifications}. Content material creators can turn out to be CMOs if they’ve a deep understanding of the market. Nonetheless, it’s vital for content material creators and influencers to additionally perceive how advertising methods affect the pipeline and generate income. With out the flexibility to measure and analyze these elements, it might be difficult to transition to a CMO function.
A CMO requires information of varied facets of selling, together with product advertising, income advertising, company advertising, and communications. With the correct instruments and talent improvement, a content material creator can definitely turn out to be a CMO. Nonetheless, steady studying and talent constructing are wanted past content material creation.
Do you may have ambitions of changing into a CMO, given your background in content material creation?
For me, no. I’ve by no means aspired to climb the company ladder to turn out to be a CMO, primarily as a result of I might have to decide on between being a CMO or a creator. My manufacturers don’t align, and I do not assume I might have time to do each. I am glad climbing the content material ladder and will see myself as a Head of Content material at some point, however not a CMO. I am already the CEO of my very own content material creation model, the place I fulfill a number of roles.
What function do you assume mentorship has for content material advertising professionals?
I might wish to shout out to my mentor, Devin Reed. He’s like my mentor, finest pal, and generally like a brother or dad. Devin is a content material king and performed a pivotal function in my journey by bringing me into Gong. He refined my current abilities and taught me how one can strategize, measure analytics, and set benchmarks, issues I hadn’t mastered earlier than.
He at all times believed in me and invested time in teaching me, which had a big impact on my profession. We share a mutual mentorship, the place I assist him along with his private model, and he helps me with my skilled improvement. We nonetheless have weekly calls to bounce concepts off one another.
For these in search of mentors, I like to recommend reaching out to inspiring individuals on LinkedIn and asking for a 20-minute chat to choose their brains. If they offer good recommendation and present a willingness to spend money on you, latch onto them. I am open to mentoring anybody whose imaginative and prescient aligns with mine, which ensures that I can genuinely assist them.
When you had been to create a time capsule for content material within the age of AI, what insights would you need future content material entrepreneurs to seek out?
My key perception can be to embrace advancing know-how however not neglect your roots. Do not rely fully on know-how for every part. It is vital to take care of conventional abilities and significant considering.
Many individuals, notably youngsters, are glued to units and miss out on real-world experiences. Do not feel pressured to leap into each new tech development instantly; you will get there ultimately. Concentrate on doing issues by yourself and utilizing your vital considering abilities.
Do not let these abilities die out as a result of they maintain your intelligence sharp. All the time push your self to turn out to be a greater marketer, author, and every part in between. Keep in mind, AI instruments are there to help, not change, your efforts and creativity.
Observe Nehal Tenany to maintain up with the most recent content material advertising and social media techniques.
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