April Six Content Experience
technology, branding
April Six
Content Philosophy
1
Early Journey
Create moments of engagement with the total addressable market
2
Middle journey
Capture Intent-rich moments of active leads
3
Late journey
Nurture and build consensus throughout the opportunity
4
Early Journey
Inspire continuous engagement and relevance
The components of a full-funnel content strategy
Great content shares commonalities
Fits the Need
Audience driven content must anticipate audience needs, fit their environment, and help users who are increasingly self-directing their education process.
Captures Intent
Engagement generates value by helping brands understand intent and allowing them to create better marketing; but it needs to be an equal value in return.
Has Purpose
Educate, entertain, agitate. All content needs a purpose. The content experience should match the purpose. We can blur the lines, but we should do so purposefully.
Adds Value
Solve a real problem within the buyer journey, provide hard to find information, document an approach, offer another perspective, or share pertinent news.
Telling Stories with Targeted Video
Telling stories with targeted video is a powerful way to engage specific audiences by creating content tailored to their interests, needs, and behaviors. It’s about using video not just as a medium of communication, but as a way to connect with viewers on a deeper, more personal level.
April Six has created targeted video content for a variety of B2B tech organizations including the examples here from Brightcove, Otonomo, Payscale and our pro-bono work with St. Anthony’s of San Francisco.
Building a category by sharing expertise
The art of positioning the brand as an authority, with the goal of shaping the conversation, defining the space, and guiding the market’s perception of what matters most. Thought leadership in a category is about influencing and educating the audience, sparking new ideas, and setting the agenda for the industry.
Here you will find examples of April Six’s thought leadership work for Amazon Web Services.
Motivating buyers by activating brands
Motivating buyers by activating brands is all about creating emotional connections and strong, memorable experiences that drive action. Brand activation through content focuses on encouraging the audience to engage with content in meaningful ways, moving them from awareness to purchase, loyalty, and advocacy. Content samples here were created by April Six for ON24 and Qlik.
Creating experiences for deeper engagement
Creating experiences for deeper brand engagement is about crafting immersive, interactive, and meaningful interactions that resonate with the audience. These experiences go beyond simple content consumption and involve creating moments that capture attention, foster emotional connections, and build long-term loyalty. The experiences featured here were developed by April Six for Bill.com/Divvy, Symantec, Sage and LaunchDarkly.
Long Scroll / Long Form
Long-form content plays a crucial role in B2B marketing due to its ability to deliver in-depth, valuable insights that address the complex needs of business decision-makers. In the B2B landscape, where purchasing decisions are often high-stakes and involve multiple stakeholders, long-form content can effectively guide prospects through the buyer’s journey, build trust, and in it’s own way, demonstrate thought leadership.
Breaking Big In Out-Of-Home & Direct Mail
Out-of-home advertising and high-impact direct mail are powerful tools in B2B marketing because they offer unique opportunities to cut through the noise and deliver messages directly to the target in highly impactful and memorable ways. While digital marketing is essential, these traditional marketing methods still hold significant value in the B2B space. Work samples here were designed and executed by April Six for Cadent, Demandbase, Sysdig, and Productboard.
