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GO-TO-MARKET PLAN: CONTENT CHECKLIST
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In-app ChatIn-app NotificationNewsletterBlog
(Knowledge Base)		Webinar/
Video Marketing		Onboarding AppEmail CampaignGIFWebsiteSocial Media
(FB, Twitter, LI, Instagram)
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S.No.Target AudienceTheme (Value Proposition)Content
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1Define your target segment basis their usage and engagement

a) Customer with high usage

b) Customer who poor usage

c) Customers who aren't using it at all		Decide themes basis the customer motivation.

A) Highly engaged customer might just want use-cases

b) Poorly engaged users would need to see value in terms of time, effort, growth or productively

c) Disengaged users would need to restore faith in your product or the challenge you solve with it in the first place. So, tackle that in your communication.		Write different communication copy basis the motivation/drivers of your customer segment.Tailor copy basis your segments and reach out to by addressing their respective challenges.Introduce your product with the positioning statementComprehesive description of the product, use-cases and value proposition.Build use-case videos or conduct product marketing webinars with your product/marketing experts or your customers to explain essential use cases.Build dedicated workflows which gets triggered whenever your users interacts with a particular part of the platform. Add more context to your communication and build connect with the part of the platform where they see this message.
Write different communication copy basis the motivation/drivers of your customer segment.This will be for your high & Poor Engaged users to see the product in action.Write comprehensive copy to explain benefits and use-casesTarget pain-points and offer a solution
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