From tracking ROI to sourcing content, the Chief Marketing Officer and Co-founder of Locomote offers his exclusive take on where entrepreneurs need to focus their content marketing efforts.
1. What’s your No.1 tip for creating a website full of great content without spending a fortune?
Less is more. Don’t bloat out your website just for the sake of it. Know your audience and what they need. Fill that need, but be concise with your messaging. There is no need to create lengthy articles just for the sake of it. If it requires it then fine, but if you find yourself trying to extend your article because you think it’s a bit light, please stop.
I would invest my dollars in video and having those videos transcribed into the body of your content. But don’t be scared – you don’t need to spend thousands per video. A simple stand for your iPhone with some nice lighting and some basic editing will do the job.
2. What’s your top tip for interacting with audiences without it sounding clichéd or sales focused?
Be yourself. When you interact online it should be in the same manner and tone as if the person you’re typing to was right in front of your face. Today, everyone is smart enough to sniff out scripted copy that has no tone or personality. Treat each interaction as important as your biggest deal and you will find the results to be amazing.
3. You can spend hours finding great articles to repost on your social channels. What content curation software do you think works well without it breaking the bank?
Buffer is great.
4. What do you see the main differences between content marketing for B2B and B2C audiences?
The only difference that I see is the consumption of content in different places based on your audience. For example, if you’re targeting businesses about a specific topic within a specific industry then you will find you will get better reach distributing your content in platforms like LinkedIn.
5. If I did one thing right now to generate leads through content marketing, what would it be?
Address a pain that your customers have and then do what it takes to get your content in front of them to place yourself as an industry expert. Keep a close eye on your content and distribution channels to ensure you’re hitting the mark and if not then make changes quickly and don’t sit on your hands. You will have to tinker a bit in the beginning to see what really works for you as there is no silver bullet that guarantees what worked for one company will work for yours.
6. We’re entrepreneurs so of course we want to sell stuff, but content marketing seems like a long-winded way of making a sale. How many interactions do you think it takes with a product or service before our patience pays off?
To be honest it really varies. I have seen instances where two interactions has brought in a sale (two weeks) and then on the other end of the scale I have seen a sale come in after 38 interactions (two years). The variety can come in many ways but one will be where the potential buyer is within their decision-making process. If you can pick this up through smart ways – mainly via your marketing technology stack (ie, HubSpot) – you can quickly identify these and push the customer further down the cycle through relevant content.
7. How can entrepreneurs track ROI when they’re probably using numerous platforms and methods to drive brand awareness and retention (Facebook, LinkedIn, Instagram, to name a few)?
The honest answer… it’s bloody hard haha, but it’s not impossible. Platforms like HubSpot are doing great things that are allowing you to track the spend you place on social platforms like Facebook, LinkedIn and even Adwords, as they know that content needs a boost and often that boost comes in the form of paid advertising.
In 2016, HubSpot made it possible for you to track paid campaigns, which was a groundbreaking move that also saved me and my team hours and hours each month reporting on how we are tracking.
8.Why did you decide to do your content marketing in-house and not outsource it? What’s one benefit of doing it yourself?
We use a mix of both. While doing it yourself is great it is very time consuming, so having the help of an external agency is a great way to take the pressure off internal resources. The one main benefit to doing it yourself is no one will know your domain or care about it as much as you do.
9. When I look at my marketing strategy, what priority should I give to content marketing?
It should be high, BUT don’t look at it as a quick win. It’s a long term play that requires a lot of investment – not just money, but also time. You need to be committed to it while being consistent with your content delivery, and also be prepared to roll up your sleeves and do the hard work. Nothing great comes easily, so if you put in the work, create relevant and engaging content that matters and provides value to your audience, you will succeed.