Editor's note: This article follows an article dated August on 25 frequently asked questions about content marketing .
Content Marketing by your Executives or Customers?
Want a dandy cheat sheet to these questions? We are here to help. First, we asked Content Marketing World presenters to share the best questions they were asked about content marketing. Some even shared their answers. Then we asked the CMI community for additional responses. And when we had some unanswered questions, we organized responses from expert sources.
Now, here are 25 questions that you will probably be asked and how to answer them.
1. Should we do it?
Too often, clients say, "Can we do this?" They are so enamored of what is new and possible that they do not stop to ask the public
Bethany Chambers North Coast Media
We have just written about 99 benefits of content marketing. Benefits include a shorter sales cycle (# 4), paid advertising supplement (# 10) and measurable custom conversion tracking (# 25).
Jeff Baker and Tom Agnew Brafton
2 . What is content marketing?
This is a good wake up call. We need to evangelize and educate the organization on how our content marketing efforts are helping to stimulate activity.
Peg Miller Xactly
Content Marketing is a strategic marketing approach relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to lead a profitable customer action .
Content Marketing Institute
When companies ask me about content marketing and then search on Google for the keywords that they rank to show the value of content marketing. This helps them to know the real benefit of content marketing.
Prasun Shakya The Prasun Shakya Company
3. Does content marketing work?
Stoney deGeyter Pole Position
What does it mean that your content marketing works? It means that it supports your marketing and business goals. Here's a simple way to track your content marketing program and, more importantly, communicate it to your team and management.
Cathy McPhillips, Content Marketing Institute
Does #contentmarketing work? Yes, if it supports marketing and business goals, says @cmcphillips. #CMWorld
Click to Tweet
4. How does marketing without speaking or promoting our product / service help us create leads and sales?
Jason Schemmel Harper Collins Christian Publishing
Prospective customers are not interested in your product, they are interested in solving a problem or a challenge, usually both organizational and personal. By leveraging inbound marketing tactics, companies can share content to inspire their audience. Instead of disseminating product information, the content is distinguished by such elements as authenticity, thought leadership, experience in solving these problems, and so on.
Carola van der Linden 19659033] Your product does not interest you, your customer wants to solve a problem. @ Carola164
Click to Tweet
5. Why would I want to educate my customers and help my competitors?
Jeff Leo Herrmann Madison, Michigan and Market
Three key components … Consumers are now supersaturated with many companies providing the same product or service. By educating customers, they will make informed decisions and consider you as the expert in the matter.
Kyle Tavares, NEPS
6. How can content marketing help target our target audiences throughout the customer journey?
This question is central to the use of the content. The content must respond to the client's motivations and needs at different points in the process, in order to reinforce his positive brand sentiments, increase his chances of converting and increase the value of his life span. life.
Zontee Hou Convince and Convert
7. How can I use content marketing to increase brand presence in the most effective way?
Chuck Hester Marketing Lucidity Direct
Put your brand in a meaningful conversation for both your offer and your audience.
Second, once you have identified your vast opportunity, do your homework – find the optimal intersection between conversation volume and saturation of the conversation. The goal is to address the topic (s) unexplored enough for you to possess, while attracting enough eyeballs to help you achieve your goals. This calculation obviously varies depending on the point of sale of your product, but the basic principle remains the same.
Travis Stewart, Walk-Up Studio
8. How does content marketing generate revenue?
Andrew Davis Monumental Shift
It all starts with a solid business case that does not attack directly. I point out that the return on investment of content marketing is higher than the average marketing ROI in all the places I've been to. (It details how in the original article.)
Michael Brenner COMPETITION
Click to Tweet
9. How do you measure the influence of content on sales and revenue?
This question determines the best decisions, the best priorities and the best subsequent questions that have an impact.
Matt Heinz Heinz Marketing 19659006] To connect content to revenue, your marketing and sales teams need to be closely aligned with the same business goals, business messaging and processes agreed. (She goes into detail in her article.)
Erica Lindberg Kapost
For #content to connect to revenue, your marketing and sales teams need to be closely aligned. @EricaLindberg_
Click to Tweet
10. How much will it cost?
Tim Hayden Brain + Trust Partners for their business. The reality is that marketers often expect to pay a lot more than what creators charge for various content. (This article covers the costs of creating, promoting, and distributing the content.)
11. What is our goal? Why are we doing this?
At first we were more focused on the "what" and "how" questions. When our CEO asked why, it forced us to step back and reduce our short- and long-term goals on paper. We talked about these goals for five years. They served as star for the content program.
J. P. Medved Capterra
The goals of content marketing are simple: you strengthen your brand awareness by personalizing your brand, you position yourself as an opinion leader in your industry and site with each article using SEO friendly keywords.
Mariya Bentz MBM Agency
Build brand awareness by personalizing your brand with #content, says @MariyaBentz. Tweet
12. What are we missing?
It is almost always that the content is not focused on creating a permanent change in the way people perceive a situation, brand or world.
Tamsen Webster Finding the red thread
13. What should we stop doing?
I would like people to ask this question. Marketing continues to be additive. However, to be truly creative – and to offer something different and useful – we must deliberately do the things that make the biggest difference.
Michele Linn Mantis Research Doing things deliberately that make the biggest difference. @michelelinn
Click to Tweet
14. Does your brain spontaneously burn creativity? Where do you find your inspiration for some of these campaigns?
Ben H. Rome American Association of Industrial Hygiene
A very serious question to Tom Fishburne, a veteran of marketing, about how he creates these incredible "marketings" week after week. He shares the fact that what seems to be magic is actually "stacks and piles of paper and lots of fake turns and playing with ideas that never really evolved."
Neema Kapoor, Relevance
15. Is my point of view unique and that I do not look like all the other agencies (or companies)?
Drew McLellan CEO, Agency Management Institute
insist on trying to find unique content that no one has ever seen. It is important to have original ideas, so do your best to come up with original ideas. But it's also important to realize that how you design and present your ideas is what really matters when it comes to originality. Why? Because it's the only real way to create something new. As King Solomon said: "There is nothing new under the new!"
This means that you should focus more on your HOW than on your WHAT.
What I am saying is that originality is more likely to be found in HOW you present your ideas than in WHAT ideas you present.
You should not be tortured by the idea of having 100% original content / ideas. Instead, you should focus on the most original presentation of your ideas.
I speak of things like:
- Personality – style used to present your ideas
- Structure – order and manner of presenting your ideas
- Attitude – tone
- Perspective – point of view that you take or the angle
These six areas are the true means of creating content that will be perceived as original
Scott Aughtmon Recession Solution  Do not be tortured by needing 100% original content. Concentrate on the most original presentation. @rampbusinesses
Click to Tweet
16. What are the editorial and commercial benefits of creating interactive content?
The way society consumes content has changed. We can no longer expect users to scroll and consume static, heavy, dull content in front of them. Neuroscience is a solution: Interactive content has been shown to awaken the brain and improve the storage of content. It will fuel the future of storytelling.
Shachar Orren Playbuzz
17. What do we do about voice search?
Courtney Cox Wakefield Child Health
Searching by keywords is more important than ever. Specifically, regarding the capture of Google Home responses. Google provides most of its voice responses from the excerpt (ie, Response Zone) at the top of the search results.
Britney Muller Moz
Never, says @BritneyMuller. #CMWorld
Click to Tweet
18. How can I make my executives create and share content for the company?
Viveka von Rosen Vengreso
Make sure that executives engage in content marketing and get them to actively participate in your content as leaders of Your opinion of your company is another.
Mat Zucker Prophet
19. How to use content marketing to help other people in my organization?
The beauty of content marketing lies in the value that it can have throughout the entire business and not just in marketing. Your hiring manager can use it to attract good talent, your communication staff can use it to communicate with investors, your training manager can use it to train current employees. Too many leaders are so interested in themselves and their own teams that they do not give olive to others. This question shows me someone who can really help others to accomplish bigger things for the company.
John Hall Influence & Co .
The beauty of #contentmarketing lies in its great value for the company. , not just #marketing. @johnhall
Click to Tweet
20. How can we make something viral?
There is no guaranteed formula. But regardless of the industry, you can increase your chances if your content (1) has a unique story, idea, or data set (2) to directly solve a problem or create an emotional response in your primary audience ( 3). ) in an attractive format. And that's not enough.
Leslie Carruthers The Search Guru Inc.
"I can make it become viral for you." This has caused the frustration of many PR professionals.
Viral became a reality in the 2000s. Quora says that the term "describe the rapid and widespread social proliferation of a meme or a product" began to take off in 2008. J & # He thinks it's been causing public relations problems ever since.
The truth is that it rarely happens. "If you're a customer and a PR company that guarantees they can create a video or viral message for you, finish the meeting immediately. It's an impossible promise, "says Rob Wynne of Wynne Communications.
The only way to gain media coverage is to work hard at tweaking your message, choosing the right media targets and persevering.
Michelle Garrett Garrett Public Relations
The reason I love this question is that someone has recognized the importance of inclusion. Being smart by having voices from outside the company could bring other people closer. It also means that people outside their immediate network will share with others and attract people.
As a member of this client who asked this question, his editorial calendar now integrates actively
Mark Masters The ID Group
22. What is the difference between public and traffic?
The question alludes to the marketing branch. Visitors are synonymous with "traffic", which are by definition people leaving. Today's top content marketers are developing audiences. They focus on subscribers and not on visitors. the time spent, not the views;
Jay Acunzo Unthinkable Media
Traffic = People Who Visit Your Website
Audience = People who regularly look forward to your content
Your goal should always be to drive traffic to your content to create an audience.
By writing in this article, How Rodale Inc. has developed its content. Strategy to Become the World's Largest Health and Wellness Media Company:
"Content creation is all about bringing together a specific audience … Rodale Inc. never creates content to create content. He always has a specific audience in mind. All content is designed to attract, attract and help this audience. Successful content creators understand that quality content is only part of the equation of what it takes to create a successful business with the help of content. The reality is that the most successful content creators are not only effective at creating content. They are great for creating an audience.
Scott Aughtmon, Recession Solution
23. How many buyers do we need?
Adele Revella Buyer Persona Institute
24. How do we manage all the different audiences? How can we make sure our content is relevant to everyone?
Ahava Leibtag Aha Media Group
For example, instead of producing three original versions of an email, include
Dianna Huff Huff Industrial Marketing
25. Why do not people get to our content?
The short answer is that managers do not have a basic understanding of SEO. A slightly longer answer is that they have not really created links and awareness, or perhaps they have not produced "linkworthy" content in the first place.
Stephan Spencer The Art of SEO
Imagine an open shop in the middle of the desert. Would you go? Even if you knew it existed, you probably would not – unless this store has a unique value to offer you. If you want people to come to your content, you must:
- Create unique content that they can not get anywhere else. If you're just starting out, make sure you start with a WOW factor. For example, invite an influencer to write an article or interview a key figure in your area. This will help you get an initial pull.
- Invite them to come – Be sure to target the right audience who needs / wants your content and let them know through social media. newsletters, SEM or any other relevant channel. Do not be spammy or salesy, just conversational and friendly.
- Be Consistent with Your Content – Make sure you always have new content so your readers have a reason to come back.
- Encourage them to share your content so that other people can learn more and help your content reach organic reach.
Yael Kochman Re: Tech
25 questions and counting
And if 25 questions and answers are not enough for you, George Stenitzer goes one step further – well, 75 steps Later in this article, he shared the 100 most important questions and answers. ] But no matter the question, getting the right answer often requires you to frame as you would for your content marketing. It's about providing a relevant answer to the right person at the right time.
Do you have a question and would you like to know the answer? Would you have a different answer to any of the questions above? Or maybe you want to share a frustrating question with the community. Add your thoughts in the comments below.
World of Content Marketing Missed? You can always learn and be inspired by over 100 stakeholders. Get access to video on demand today. And except from September 3 to 6, 2019 for the next CMWorld.
Cover image by Joseph Kalinowski / Content Marketing Institute