Convert Followers With Content: Q&A With Joe Pulizzi
Tomorrow at 2 p.m. ET, Joe Pulizzi, founder of Content Marketing Institute, will discuss how to attract a loyal audience and impact the bottom line with content.
At his “6 Steps to Developing a Content-First Marketing Strategy” Cision webinar, Joe will explore the ways in which brands must provide value with their content to meet their followers’ and subscribers’ needs.
The best content creators – and Joe is definitely one of them – are acutely aware of what an audience wants and needs even before they realize it. And content is critical because it can level the playing field for businesses with smaller budgets and help create deeper brand loyalty.
Today, Joe answers a few questions to get you thinking and excited about the topic.
Q: Why is content so important?
A: Consumers are completely in control of the buying process. Marketing with compelling content gives us an opportunity to be found, build an audience and turn that audience into loyal subscribers who know, like and trust us. Without it, we better have a large surplus of advertising budget lying around.
Q: If a brand has a small following, how do they get people outside of their network to view their content?
A: First, you have to be worth following. Do you provide consistently useful information to your audience over time? Then, you need to strategically work with influencers to help you spread your content through content partnerships, sharing of their content and also paid opportunities to the content (not the product). More than anything, it just takes patience once you have built your content platform.
Q: With content, is it better to be timely or well produced?
A: Content must be valuable and consistent. You can’t have one or the other; it must be both. Valuable, well produced content published once or once in a while does nothing.
Q: How did you get to where you are today? What can people learn from it?
A: I started in B2B publishing, which I think was the best possible place to start. Content marketing is publishing, except that instead of monetizing the content with paid content or advertising, we sell more products and services. Everything else is the same. Most don’t realize this.
Q: What inspired you to start the Content Marketing Institute? What was the need you saw that wasn’t being fulfilled?
A: This community around content marketing was just beginning to boom, and there was a great need for them to meet face-to-face. I heard it from so many places, we just knew that an event could be just the solution. In our first year (six years ago), we were hoping for 100-150 marketers at Content Marketing World and 660 showed up. In 2016, we’ll have over 4,000.
Q: In our business, being able to look ahead and identify what’s next is critical. Where is your focus in 2016 and beyond?
A: Back to the basics. Focus on the needs of the audience. Deliver them value every day, week, month. Focus on one particular channel to build the audience. And have email as the most important metric.
Strategy is about choosing what not to do, and marketers today have to really make some hard choices with all the different opportunities to communicate with their audiences.
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