Yesterday I had the amazing opportunity to appear on Unbounce’s #CROchat: a live, Twitter program devoted to all things conversion!
Next month I’ll be doing the same thing with Content Marketing Institute.
There was TON of great feedback from the audience and I couldn’t resist repurposing this amazing Q&A for anyone who might have missed it. (Actually, when you get to Q10 … you’ll see exactly what motivated this).
It’s a super-fast and super-practical read. So enjoy and be sure to add any of your own answers in the comments …
Q1 What’s the first thing to consider when creating a content marketing strategy?
A1 Your audience. Always start by identifying a single – just ONE – target market and the ONE problem you solve. Singularity!
A1 Follow up … their pain trumps your product. It’s the only thing that’s real to them.
A1: You definitely need to think about who you’re going to be writing for—and match it up with your expertise 🙂
Q2 How do you define your content marketing audience/personas?
A2: You need to understand who has the problem you are trying to solve with your product. It helps if you had their problem too.
Q3 What steps do you take to improve a piece of content?
A3 Great writing doesn’t exist … only great rewriting.
A3: I like to see what content is out there competing against my content. Then I 1-up them by any means necessary 🙂
A3: “Get rid of half the words on each page, then get rid of half of what’s left.” — Steve Krug
Dustin John Bromley
A3: Read it to your significant other. Judge your success by their facial expressions.
Q4 Which content marketing metrics are most important to track?
A4 Whatever your ONE goal is. NOT traffic! Email collection (leads), shares and comments (social proof), and sales.
A4: hard one. blog visits can become a vanity metric easily, maybe shares or engagement?
A4: Leads generated primarily. Social Shares secondary.
A4: The metrics will depend on the overall campaign goal. For example: number of downloads, leads, product sign ups, shares etc.
Q5 How do you define a “successful” piece of content?
A5 (sappy/honest answer) Does it make the world a better place?
A5: A piece your readers want to share and apply to their day to day work. When you write with intention and not to get it done.
Q6 What tools do you use to measure content marketing performance?
Q7 What are your go-to sources for content marketing inspiration?
A7 I also LOVE stealing from Buzzfeed for stuff like “The [Celebrity] Guide to [Blank].”
Q8 What goes into a piece of “evergreen” content? How can you tell what will stand the test of time?
A8 Oh, and be flippin’ practical. Again, add value (make the world better).
A8: Response to a Real Problem, Research, Relevant Data/Case Studies, Relevancy (cultural), Rereading (editing).
Q9 Is different content needed for the stages of the buyer journey? How do you decide what to create for each?
A9 Education-based marketing is always my starting point: DIY blog posts, whitepapers, and “consumer” guides. Serve then sell!
A9 Ask trusted customers for their input! You’d be surprised how willing to help your current customers are.
A9: Absolutely. You need problem unaware lead generating content and customer content.
Q10 What are some ideas for repurposing your successful content?
A10 Consider adding new value rather than simply republishing by different media & channels. I won’t republish w/out some add-on.
PatrickHayslett Not to go back on what I said before about “adding value,” but I would totally repurpose identical content.
A10 Last word … I’m SO gonna repurpose this for a blog post.