In order to effectively market InVisionApp, I would begin
with a discovery process, interviewing stakeholders
including Clark Valberg and Ben Nadel to gain insights into
the target audience, differentiators between InVisionApp
and competitors like Balsamiq and Axure RP and influencers
within the UX space.
I would evaluate the right channels for reaching the target
audiences, including social networks, media outlets,
forums, segmented email lists, partnership opportunities,
Messaging would be created for the various target
audiences according to their needs, obstacles to purchasing
or signing up and where they are in the buying cycle.
Big ideas would be developed with the intention of raising
brand awareness and driving signups.
INTROPlanning: Content creation would be an organized and
strategic process. A detailed editorial calendar would be
created including the audience, goal, keywords, publishing
Implementation & Testing:
As the content marketing strategies are rolled out, evaluation
and iteration are key. Before implementing a campaign, I
would work with stakeholders to determine what KPIs make
sense for evaluating success. This data will be leveraged to
continuously improve the content marketing strategy.
One area that I have identified as a sign up
generation tool is the InVisionApp blog. Currently
most of the articles are focused specifically on
InVisionApp- new product features, interviews with
influential users, etc.
The blog would act as the brand hub with high
quality articles, infographics, videos, etc. on topics
that the target audiences care about …
• The psychology of UX design
• Best practices in user experience design
• How to prevent client disasters
• Prototype templates
• The blurry lines between designer and UX expert
• Interviews with influencers and high profile users such as
designers from top companies, etc.
From the blog hub, content would be distributed
to additional channels.
The blog content should be
seeded throughout the
InVisionApp website to
encourage sign ups, keep the
brand top of mind with site
visitors that haven’t signed
up or who sign up but don’t
use the app regularly.
Resources offered directly on the homepage
A video short series called “Flash of Genius”
could be developed. Designers, developers, and
thought leaders would have :30 to relay
something profound, impactful or just plain cool.
Another video series could revolve around
lessons that designers have learned the hard
way. This series would be targeted to emerging
designers and students.
The videos would be branded InVisionApp but
wouldn’t be specifically about the platform. The
video content would live on the blog under its
own category. The video content could be
integrated into email drip campaigns to existing
users, distributed on video sharing platforms for
SEO benefit, social channels and the best pieces
could be offered as incentives for signing up for
Ex. A high profile designer
could relay a story about
early on in their career when
they thought they had client
approval on a project only to
be given major changes at
the end of the project.
InVisionApp has some great content
pieces that should be repurposed and
For example, the remote interview with
Clark Valberg about InVisionApp, UX
design and how the app came about
could me repurposed and promoted via
the website, influential websites and
Content could be packaged as an
InVisionApp branded eBook for lead
Here are some additional thoughts on content development…
InVision App Brand Specific: Content that answers questions, provides
information and promotes InVisionApp.
Demos of new features
Demos that show
White papers or eBooks on how the workflow and
productivity features within InVisionApp makes
designers with ADD more effective
How to use InVisionApp
With your clients.
Get your stakeholders
you’ve invested time
mobile apps in
the 80/20 rule
Users share best UX
patterns for mobile
Best Patterns for Mobile Web Apps by Clark Valberg
Thought Leadership: Content that demonstrates expertise by
providing unique insights into the web design and development
Original research and studies
on user experience,
Informative articles about
psychology and design.
Trends in app and
web design and
Tribal: Content that appeals to the various tribes and communities that the
target audiences belong to.
Short video interviews with leaders and influencers in the web design and
Content that pokes fun at the culture or universal experiences of target
audience groups (Tribe: Office workers/professionals, Experience:
Conference calls. “A Conference Call in Real Life”
Funny video about file
names and the trouble
designers and developers
can get in with clients-
something all designers
can relate to.
Top 10 lists…
Web design firms to watch NY web designers
LA web designers
In addition to creating content, it is always a
good idea to find ways to get your user base to
spread the word for you. This type of exposure is
particularly powerful because it is peer to peer,
an implicit endorsement of your product.
Users will naturally want to show off their
work (and not just to those involved in the
I would work with InVisionApp to develop a
• Projects could be exported to the gallery.
• The user would be prompted to share work
that they are particularly proud of. They could
even share work that they want community
• The user would select a category for their work
(I would need help coming up with these).
• For example a category could be eCommerce
apps for Android.
User Generated Gallery of Prototypes
• The gallery would display the user’s basic profile and their work.
• Users could send links to their gallery page to prospective clients, use it as a link in their resumes,
• Users could also vote up prototypes to create a“best of” category.
• This is one way to make the app even more useful and user-centered.
• The gallery may give users ideas for their own work and how they can use InVisionApp.
• The gallery entries would have sharing buttons for easy sharing on social networks, further
spreading brand awareness.
• InVisionApp could feature some of the top prototypes on the blog, interview top designers using
the app, etc.
Development of co- branded webinars with InVisionApp allies and
complimentary businesses would allow for cross promotion to a relevant user
One idea is to put together a webinar called “Working Smarter, Workflow
Hacks for Web Design Teams”. It could be a series of webinars done in
conjunction with companies such as DropBox, web hosting companies, etc. I
would reach out to the marketing teams at the companies with a proposal. If
they were game, I’d project manage the development of the webinar series.
The series would be promoted to the InVisionApp user base as well as most
importantly to the users of the participating companies.
Here’s a perfect example of
partnering up from the world
of content marketing. The
Content Marketing Institute,
Co-Founder of Velocity and
the communications director
from Eloqua are co-presenting
a webinar on the ways to
combat information overload.
All three companies are
promoting the webinar,
mutually benefitting from
exposure to each other’s user
Having spent the past five years
working within a public relations
firm and have first hand experience
with the important role that PR can
play in gaining exposure and driving
sales for brands.
Our clients oftentimes want
publicity but they don’t have a
story. I am the go to person at the
agency for creating news and story
angles that get media attention. PR
can be even more effective when it
is part of a larger content marketing
Here’s an example of how I think…
For InVisionApp, I would either pitch the following story angle
myself or work with a PR partner to get the story out to the
right media outlets.
Because of the project organization capabilities of InVisionApp, the platform is an ideal tool for
designers with attention deficit disorder- and there are many. I would create a pitch around
the tie between ADD and creative genius (there’s a lot of research around this). The story
would explore the link, why ADD is actually good for creativity, profiles of top designers with
ADD and some of the issues that they face including organization, etc. InVisionApp would be
mentioned as a tool that can harness the creativity of ADD designers while providing workflow
tools that minimize their weaknesses. We could offer an interview with an ADD designer using
the app along with an interview with Clark on what features InVisionApp includes that assist
such designers. Although InVisionApp wasn’t built as a tool to help those with disabilities like
ADD, we could easily get press around this angle. We could even localize the story for major
markets, providing stats on designers with ADD in that particular market. I see national
business and consumer media and trade media potential for the story.
We would support the PR
initiatives with content on the
blog around similar topics. For
the ADD example, we might
create a series of short video
testimonials from ADD
designers who find that
InVisionApp helps them
overcome their disability,
articles that profile top
creatives with ADD, product
demos that explore specific
features that are helpful in
making ADD designers more
productive. For online
outreach, I would try to get
links in to the supplemental
content on the blog.
There is nothing more powerful than getting in front
of your target audience and connecting with them. In
my past life I worked to promote an animation studio
based out of Tel Aviv. Their work was incredible. Their
co founders came from Pixar and Ardman films. Even
with big names on their resumes and a stellar reel, no
one in the advertising world knew of them.
I started by cold calling the big agencies in Chicago
and gathered information about their processes
regarding introducing vendors to their creative teams.
I learned that most of the agencies had lunch and
learn opportunities where vendors could provide
lunch and come present. That is exactly what I did.
Being able to tell the back stories of the animators
and showing their powerful reel was all it took to
secure some lucrative animation gigs with Ogilvy and
By marketing to influencers within large
agencies specializing in web design,
development and user experience through
emails with product demos and stellar content,
we could trigger adaption that would spread
throughout the organization.
Getting in front of networks including web
design meetups in major markets is another
opportunity to explore.
In some cases I may set up “sip and learns” where InVisionApp hosts a happy hour and I present
a deck on the tool’s capabilities. Other times, an educational presentation on a topic like
productivity for web design teams might be a better fit.
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.