The ABC’s of Content: Q&A With Gini Dietrich
This week I sat down with Gini Dietrich, founder and CEO of Arment Dietrich to discuss content.
And since it’s 2015, that sit down was a series of hilarious emails. Gini knows content, but more importantly she’s approachable. If you scroll through any list of social influencers or successful people in PR, you will see that trait.
Content is key, but how you present it can be equally important. Read Gini’s answers to the questions below and you will be engaged, inspired, entertained and hopefully motivated.
If you want more, she’s hosting a Cision webinar, “From A to Z: Blogging and Content for PR,” today at 2 p.m. ET. Join it and you’ll get great insight. But if you’re impatient, like I am, here are the first three letters.
A is for analytics.
While analytics typically comes toward the end of a content marketing process, it’s first in the alphabet so we’ll start there. A is for analytics, which is extremely important in not only learning how many visitors and shares you have on your content, but how many qualified leads you are generating. This kind of information turns art into science and provides a way to make an educated decision on the types of content to produce. Sure, there is definitely still an art to it, but when you add the science of analytics, you suddenly turn your art into an investment. And isn’t that what every artist wants? To make money from their passion?
B is for blogging.
OK, I sort of cheated here. I mean, the ABCs of blogging and content marketing begs to include, well, blogging and content marketing. But I didn’t cheat on C so give me one! To be fair, blogging is a tactic underneath content marketing so it totally works. Blogging works for some and not for others. If you’re ready to commit to consistently creating content, this one is for you.
C is for calls-to-action.
We’re only at C and you’ll start to see how this all starts to come together. When you provide calls-to-action—or ways to help a buyer through the decision-making process—and you combine it with analytics, you now have a way to prove your content marketing is driving sales. You are an investment, not an expense.
Q: What was the most challenging moment in your career? How did you overcome it?
A: In my entire career? Oh. Man. Can we do in the last month? I feel like I’m faced with challenges every, single day. I would say, of my entire career, would have to be the economy tanking. Suddenly you’re faced with a payroll that way exceeds your revenue and you have to make very, very hard decisions. But it wasn’t just that decision. It was a bunch of little decisions that led to 2011 and nearly going bankrupt. It’s been years of overcoming it. I guess the real answer is you just decide either you’re going to make it work or not. I decided on the former and here we are. Not that it’s easy, by any stretch of the imagination, but it’s definitely better.
Q: How do you position your agency to make it competitive?
A: I have a big mouth? A few years ago, I spoke to a group of business leaders and, during a break, one of them said to me, “You’re certainly paving a new path. I mean, you have a lantern and you’re digging the path and no one is following you.” So that was a fun comment. But I’ve never strayed from my mantra that you can measure the types of things that we do and I work really, really hard to prove it. That’s what helps us stay competitive.
Q: What will be the biggest change we see in 2016? What’s your bold prediction?
A: Let me ask my Magic 8 Ball. Hang on. Shoot. It said, “Yes.” That is not helpful! I don’t necessarily know that it’s the biggest change, but I have two things I’m focused on for 2016: 1) Even better data; and 2) Semantic search. On the latter, I want to figure out how that affects content marketing and the things we do every day.
Q: Did you always want to be an entrepreneur? If not, what made you want to go for it?
A: Oh, heck no! Until about a year ago, I always said to myself, “If this doesn’t work out, you can always go back and work for a big firm.” Now I realize working for someone again, after 10 years, would just not work out. I cannot imagine not making the decisions, even if they are the wrong ones, or someone telling me what to do or someone micromanaging me or not being in control of my own destiny. So I am now steadfastly in the entrepreneur column.
Q: Who do you admire most as a content creator?
A: I WILL NOT ANSWER THIS! This is like asking me to name my favorite child. I will not do it!
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