Make your content marketing work: 10 global experts tell you how

Jay Aconzo former Hubspot content manager & VP of NextView Ventures:

You do the same thing with your content as your product – look internally and figure out what you’re trying to solve.

Jay Baer content marketing specialist & founder of Convince & Convert:

Content Marketing Works if it is useful, inspirational, motivational. You need to ask yourself: why are you doing this? Is it going to increase awareness, is it going to increase sales? Pick a content marketing rationale and stick with it.

Andy Crestodina, the author of Content Chemistry and co-founder of Orbit Media:

Too many marketers publish without a plan. You must devise each piece of content with traffic in mind. Publish less and promote more. Too many marketers make decisions based on opinions. You must keep checking your stats with an objective eye. Data leads to great decisions. Too many marketers put themselves in the centre of their message. You must bring put the focus on your audience. Empathy is the greatest marketing skill.

Julie Fleischer director of content strategy from Kraft:

To be successful in Content Marketing, you have to take the time to get to know your consumers, their needs, and how you can serve that need uniquely and authentically.

Ann Handley Chief Content Officer for MarketingProfs and co-founder of ClickZ says:

Organizationally, companies have to deputize a content person. Content won’t just happen unless someone owns it; unless someone is responsible for it; unless someone’s job is to create it, optimize it, share it—to make sure Content Happens.

Doug Kessler founding partner of London’s Velocity Partners says:

Content marketing is about having empathy with and understanding of the target audience. And a sincere urge to help them do their jobs better.

Rebecca Lieb strategic advisor, research analyst and author of Content Marketing: how to think like a publisher:

Listen to your audience and give them something that is useful to them, helpful or entertaining. Content should entertain, educate and serve a utility function. Remember it’s not about you, it’s about your audience.

Nic McCarthy from London’s Seven & The Content Council’s director of the year 2014:

One of the most important lessons I learned at journalism college was editorial judgement. To be crude, "Why will anyone give a s**t about this story?" Never stop asking yourself this question. And if the answer is 'because I think it's fascinating', great. Or if it’s 'there's a bloody big hole in my marketing calendar', you've missed the point of content marketing.

Joe Pulizzi founder of the Content Marketing Institute:

Content marketing is a strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action by changing or enhancing consumer behaviour.

Tim Washer, comedian and Cisco’s executive producer of Rich Media Marketing

Humour in content marketing is important. It really plays the same role in content marketing that it does in entertainment – it helps the company (essentially the content creators) stand out, get noticed, and build an audience. It makes the content interesting, easier to understand, and overall, more exciting.

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