Pepper Content - World's Largest Content Marketplace for Businesses and Creators
What is Pepper Content?
A content marketplace for businesses and creators.
Who are the competitors?
Numerous ****marketing agencies and freelancer platforms like Upwork, Fiver, etc.
What is their Value Proposition?
Quality content of all types - delivered fast.
It is a complete content ideation-to-delivery company that takes care of all the complex (and tedious) processes involved including delivery deadlines, feedback, and payments for businesses and freelancers.
Note: For this exercise, I have covered only the onboarding journeys of buyers i.e. businesses, and not freelancers.
| ICP 1: Large/Medium Enterprises | ICP 2: Startups & Small Enterprises | |
|---|---|---|
| Title | Content/ Marketing Manager to Head | Founder/Solopreneur |
| Age Range | 25-55 | 25-50 |
| Education Level | Graduate in any field > MBA | Graduate in any field > MBA |
| Marketing Channels used before | LinkedIn, Meta | LinkedIn, Meta |
| Key Responsibilities (filtered by relevance) | Run/support marketing campaigns with persuasive content to acquire, nurture and convert leads into customers | Scale content marketing efforts to increase awareness and acquisition |
| Role in Decision Making | Influencer, Decision Maker | Decision Maker |
| Tech-savviness | 7/10 | 7/10 |
| Motivation: Innovate or Reduce Risk | To innovate at a fast speed | Innovate |
| Vertical | Marketing | Marketing |
| Annual Revenue | >10 million | <10 million |
| Total no. of employees | >100 | <100 |
| Marketing team size | 5-10 | 0-3 |
| Locations | Tier 1: Delhi, Mumbai, Pune, Bangalore, Chennai, Hyderabad, Ahmedabad and Kolkata | Tier 1 and 2 cities |
| Time v/s money | Time | Money |
| Technologies used | CRM platforms(Hubspot, Salesforce, Zoho, Freshworks), Google Analytics, Wordpress or other CMS platforms, Moz/SEMRush/ ahrefs, Mailchimp, Whatsapp Business API, Hotjar, etc. | Wordpress, Mailchimp, Whatsapp Business API, etc. |
| Goals for the next 3 months | ||
| Scale marketing outcomes across the funnel. |
Increase organic traffic.
Run large scale campaigns for different segments at different stages of the funnel | Increase brand awareness and digital presence
Increase organic traffic
Run limited campaigns with A/B testing without spill to acquire leads | | What they are hiring the product for | Get high-quality content at scale to achieve the aforementioned objectives | Get quality content essential for their stage | | How are they trying to solve the problem today? | 1. Hiring and training new resources
Working with marketing agencies
Working with freelancers | 1. Writing themselves or working with non-specialist team members writing content
Working with small marketing agencies/consultants | | Core problems statement of the aforementioned approaches to solving the current problems | 1. Hiring and training take a lot of time and outcomes are not guaranteed - as the skills of different content writers differ vastly and they may not be able to deliver the quality/ quantity in time.
An intense project may require a lot of content resources that may not be required after it ends.
2. Marketing agencies cost a lot, prefer to work in a retainer model. May not pick up project-based work or dedicate their best resources to it. A lot of time is wasted on briefing and iterations.
3. Freelancers may not be able to deliver in time after briefings. There is limited accountability. They may not know freelancers with the right skillsets. | 1. Content created is of low quality and their/ their team members’ bandwidth is choked for their own work.
| ICP | Functional Goals | Personal Goals | Social Goals | Financial Goals | Major Concerns |
|---|---|---|---|---|---|
| Large/Medium Enterprises | Fulfill large content requirements at a fast pace to achieve marketing outcomes |
Free team bandwidth for other tasks
Increase the quality of content
Unlock creativity and get fresh perspectives/approaches that internal teams working day in/out may not be able to work out. | Be in control of defined targets by the organization and achieve them. | Deliver big projects without internal teams - great social proof within the org. | Achieve revenue targets and performance-linked incentives. | Quality and timely delivery | | Startups & Small Enterprises | Fulfill essential content requirements to increase digital presence and brand awareness
Free own/team’s bandwidth for other tasks | Take their startup/small enterprise to the next level | Set up and start scaling content marketing efforts | Acquire leads for their business | Quality and cost |
While I couldn’t do user calls, the testimonials on the page linked below validate the aforementioned details.