December 21, 2014
Some show highlights include:
Steve: That’s really interesting. You said “content that creates an experience”. How is that different from what somebody would traditionally think about as content?
Ann: There is this notion that the content equals articles and blog posts and sometimes videos maybe, things that start and finish but I think increasingly, with all these tools that we have available, we can create content that does deliver more of an experience to the people we want to talk to. I think in marketing, that word “experience” is a little bit, I am almost allergic to it sometimes.
Steve: What is ridiculously good content?
Ann: Generally the way that I define ridiculously good content is ultimately it’s content that meets the needs of the people you are trying to attract; so your prospects and your customers. But the way I define it, more specifically is its content that has 3 elements that is useful, that is empathetic to their needs and that is inspired in some way and that can be either creatively inspired or inspired by data or ultimately both. So I think those 3 things together equals ridiculously good content.
Now obviously, writing is a big piece of that when it comes to text content especially of course but I think more generally, whether you are talking any kind of content; whether you are talking about video or audio like this, those 3 things really do need to be in place.
Steve: Now let’s say a CMO comes to you and says, “Yes Ann, I get it I need to do content marketing, I need a customer mindset, help me get started”. What do you tell them to do next? They are all ready to go.
Ann: So the first thing I would say is make sure that you have somebody in place who truly is empowered to execute on that. I mean it’s one thing to say “yes we understand that” but it’s another thing to put somebody in a position of power and give them the necessary budget and the resources that allows them to execute on that mandate so making sure that you have the necessary processes in place that you have the infrastructure there to support that person, that they are empowered across the organization. So I think that’s a really key thing.
Ann will also be on a live interview event with Peg Fitzpatrick and Guy Kawasaki tomorrow: