Creativity is the brand new forex.
One might argue that information, expertise, and analytics are the true driving forces for enterprise success, however creativity is what really units a model aside within the consideration economic system. In any case, does 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. Actually, Deloitte’s survey signifies that 50% of high-growth companies see fostering creativity as important for long-term success.
It could 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 collection. For extra content material like this, subscribe to G2 Tea, a e-newsletter 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 invaluable studying expertise, nevertheless 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 might say Sprout Social. Really, my favourite instrument 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 pondering exterior 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 position as Content material Advertising and marketing 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 among Microsoft’s companion firms, recommended I look into advertising. Intrigued, I researched and selected advertising as my main in school.
Throughout school, I found a love for numerous advertising features, together with digital advertising, social promoting, and search engine marketing. I began my weblog, nehaltanani.com, the place I gave recommendation on journey, relationship, 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 subject for its progress potential and monetary prospects. My love for content material advertising really blossomed at Gong, the place I discovered about e-mail copy, social media, demand technology, and consciousness constructing. Gong pushed me to discover the complete spectrum of tech advertising, increasing my boundaries and deepening my understanding of the business.
I began my podcast in 2018 and started my TikTok journey in 2020. My podcast, which ran for 5 years, was just lately acquired, reinforcing my ardour for the leisure business 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 at present engaged on a product I’m keen about known as Inboundr.AI. It helps rework on a regular basis conversations into LinkedIn content material to spice up income. This mission fuels my ardour for content material technique and highlights the significance of turning your staff 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, way of life, 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 expertise.
I imagine duality is a actuality in life. Do you’re 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 just mentioned that, and I deeply resonate with it. On the one hand, my skilled position in a B2B tech firm like Clari calls for a structured strategy to content material technique, information evaluation, and assembly enterprise objectives. Right here, I get to make use of my analytical expertise and contribute to impactful tasks.
Alternatively, my private model permits me to discover my inventive aspect by way of platforms like Instagram and TikTok. This house is the place I share content material associated to journey, way of life, and leisure, participating in additional spontaneous and artistic endeavors.
Each aspects are essential for my total achievement. If I had been to focus solely on my skilled position, I would miss out on the inventive freedom that retains me passionate and impressed. And solely specializing in my inventive pursuits may lack the strategic and structured challenges I get pleasure from within the tech world.
Folks at all times ask if I might 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 absolutely flourish. Subsequently, I must stability each features to remain fulfilled and preserve 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, constantly challenged, and at all times evolving. This holistic strategy makes my day-to-day work extra dynamic and prevents burnout, holding 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 purpose to dive into the podcasting house whereas it was gaining momentum. We did not anticipate the increase 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, nevertheless it required relentless effort. I devoted important time to advertising, reaching out to potential friends, 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, nevertheless it taught me the significance of time administration and dedication. It is really about what you spend money on your work. Regardless of the challenges, the achievement and progress 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 change into 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 bought 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 might work out to alleviate stress. Within the evenings, I would concentrate on content material creation or my podcast, sometimes from 8 to 10 PM, as a result of that timing labored for the staff and friends.
I used Sundays to create content material in batches, planning and recording a number of movies in someday. As an illustration, I might 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 activity aligned seamlessly.”
Nehal Tenany
Content material Lead, Clari
You’re additionally a content material creator. Do you carry a few of that have over to B2B content material administration? In any case, why can’t B2B have some enjoyable?
I undoubtedly do. In my position as a content material creator, every thing strikes rapidly, with new options and traits consistently rising, like TikTok. It is essential to maintain up with these modifications and combine them into the B2B house to keep away from being left behind.
An ideal instance is AI. Over the previous 12 months, AI has change into important, and people not adopting it threat 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 observe related metrics.
As an illustration, ChatGPT provides greatest practices by analyzing present insights and recommending metrics which may differ from what I initially thought. This helps me keep agile and ensures that my B2B content material is simply as dynamic and fascinating as my private model.
“ChatGPT has change into a vital instrument for me. It gathers insights from the web and different firms and gives greatest practices that assist reshape my pondering.”
Nehal Tenany
Content material Lead, Clari
Are you able to share a immediate that often helps you and that our viewers may profit from?
Positive! For instance 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 and marketing 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 gives 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 is going to modify the submit accordingly. Earlier than it is able to go reside, I assessment the content material, add my very own aptitude, and make vital changes.
Prompting Tip:
The important thing with ChatGPT is to be very particular about your position, your organization’s particulars, and the message you wish to convey. It is necessary to tweak the output to match your organization’s language and magnificence, as ChatGPT cannot seize the precise tone or human emotion by itself.
For manufacturers wanting to reach hyper-local markets, what position do inclusivity, authenticity, and storytelling play in content material creation?
Inclusivity, authenticity, and storytelling are important for manufacturers aiming to reach hyper-local markets. From a model perspective, it is necessary to make sure your content material represents numerous voices and experiences. Once 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 really issues.
Authenticity can be essential. For private branding, I at all times encourage individuals to not gatekeep. If you happen to uncover one thing superb, share it! Whether or not it is an excellent restaurant or an efficient product, social media must be about serving to others. For instance, my private model assists individuals to find the very best locations to eat, TV reveals to look at, or wedding ceremony planning ideas. By being genuinely useful and clear, you foster a group and inclusivity. Authenticity lays the inspiration for this strategy. This precept applies to B2B tech firms as nicely. 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 clients are your greatest champions. Sharing their real experiences resonates extra authentically together with your viewers. As a substitute of merely stating, ‘Our buyer cherished us,’ we concentrate on showcasing how we solved their issues and why our services or products was the very best match. This strategy makes the story cohesive and impactful.
Finally, storytelling ties every thing 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 an excellent creator and an excellent one lies in the way you have interaction together with your group.”
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 easy to see AI as a fast and useful resolution, however it’s essential do not forget that it is a instrument to help you, not substitute your effort. Many individuals overlook this and rely too closely on AI, which will be problematic. As an illustration, I usually see LinkedIn posts that clearly appear to be written by ChatGPT and are available off as inauthentic.
If you happen to’re not snug together with your writing expertise, tone, or voice, work on growing these first somewhat than relying on AI. Relying solely on AI can hurt your private model as a result of if 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 reinforce 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. brief movies: which route do you are taking as a B2B content material chief?
I might go along with brief movies. These days, individuals’s consideration spans and the time they will dedicate to a podcast have decreased. I choose consuming content material within the type of brief movies somewhat than listening to a whole podcast. It gives a visible expertise with 45-second sound bites that ship the data rapidly. Until I am commuting or taking a ‘scorching woman stroll,’ I haven’t got the time to take heed to a whole podcast.
I noticed one among 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 may flip my weblog content material into Instagram posts. Later, I came upon I may 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 easy methods to break it down into different items of content material. One podcast episode can change into a weblog submit, 5 video clips, social media posts, Instagram reels, and TikTok movies. This fashion, one piece of content material is evergreen and generates extra output with much less effort.
It is about maximizing assets. Why spend a lot time and money creating new content material when you might have a backlog ready to be repurposed? Sturdy workflows and the proper instruments, together with AI, may help chop up content material seamlessly. By pondering forward and structuring the method, repurposing content material turns into clean and environment friendly.
The place would you make investments your cash for brief movies within the present state of affairs? Wouldn’t it be LinkedIn for B2B, YouTube Shorts, Instagram, or TikTok?
If you happen to’re a B2B content material marketer, I might counsel placing your advert {dollars} into LinkedIn paid adverts. LinkedIn is the very best platform for B2B advertising.
For natural engagement, I might advocate TikTok. It has the quickest progress I’ve ever seen. By constantly 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 position do individuals play in model thought management? How can content material managers allow staff and executives to drive model content material?
This matter is essential as a result of, whereas we regularly use clients to amplify our model, it is also important to show the individuals inside the corporate into thought leaders. This fashion, they don’t seem to be simply selling the model or product but additionally rising their very own private model, making their advocacy extra genuine and seamless.
Investing in each staff and executives has proven the very best outcomes.
For executives, I may need a 30-minute name with them to debate their experiences and insights, turning these conversations into invaluable social media posts. Many executives have a long time of management and income progress expertise, and sharing their tales builds belief with the viewers. When individuals belief an govt, they’re extra prone to belief and purchase from the corporate.
The identical applies to staff. Constructing belief throughout the corporate and guaranteeing everybody shares the identical values and message is important. Content material managers can information staff 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), on condition that AI has heightened the significance of human-led content material creation?
I might say sure, with some {qualifications}. Content material creators can change into CMOs if they’ve a deep understanding of the market. Nevertheless, it’s necessary 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 components, it might be difficult to transition to a CMO position.
A CMO requires information of assorted features of selling, together with product advertising, income advertising, company advertising, and communications. With the proper instruments and talent growth, a content material creator can actually change into a CMO. Nevertheless, steady studying and talent constructing are wanted past content material creation.
Do you might 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 change into a CMO, primarily as a result of I would have to decide on between being a CMO or a creator. My manufacturers don’t align, and I do not assume I would have time to do each. I am glad climbing the content material ladder and will see myself as a Head of Content material someday, 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 position do you assume mentorship has for content material advertising professionals?
I would prefer to shout out to my mentor, Devin Reed. He’s like my mentor, greatest good friend, and generally like a brother or dad. Devin is a content material king and performed a pivotal position in my journey by bringing me into Gong. He refined my current expertise and taught me easy methods to 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 huge effect 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 growth. We nonetheless have weekly calls to bounce concepts off one another.
For these on the lookout for mentors, I like to recommend reaching out to inspiring individuals on LinkedIn and asking for a 20-minute chat to select 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.
If you happen to 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 search out?
My key perception can be to embrace advancing expertise however not overlook your roots. Do not rely fully on expertise for every thing. It is necessary to take care of conventional expertise and important pondering.
Many individuals, significantly youngsters, are glued to gadgets and miss out on real-world experiences. Do not feel pressured to leap into each new tech pattern instantly; you may get there finally. Give attention to doing issues by yourself and utilizing your crucial pondering expertise.
Do not let these expertise die out as a result of they preserve your intelligence sharp. All the time push your self to change into a greater marketer, author, and every thing in between. Bear in mind, AI instruments are there to help, not substitute, your efforts and creativity.
Comply with Nehal Tenany to maintain up with the most recent content material advertising and social media ways.
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