Q for You
Be in the Know
6 ways you’re tanking your content marketing strategy
Folks, we’re getting spoiled. Back in the day, when you had a Q, you hit the library or grabbed a thesaurus/dictionary. Today, digital resources like Alexa have 3 seconds to give us a direct answer. We’re conditioned to the ease of having answers at our fingertips.
As marketers, it’s our goal to educate the buyer and answer their questions. This is where optimizing your content is extremely important, but many marketers get it wrong.
The crew at Impact highlighted the six biggest problems and what to take away from them.
- You’re writing it and forgetting it. The “write it & forget it” mentality is just bad business. Instead pair relevant, high-quality content with a routine of regular updates to get on your customer’s radar.
- You’re writing just about fluffy things. Your content marketing strategy is not your editorial calendar. Focus on clearly answering questions your target audience is most likely asking. Provide your reader something of value, not fluff.
- You’re outsourcing your content. No one tells your story better than you. Invest in your own team to create your content and be mindful of what can be done in house.
- You’re writing in a vacuum. Involve all departments in your content development. The key is to consult with other points of view. Sales are on the front lines while leadership has a firm grasp of the industry. Make sure you take it all into consideration.
- You’re not using video. Consumers are demanding more and more videos. Give them what they want. Video builds trust faster than text alone, and using it will shorten your sales cycle.
- You’re forgetting analytics. Determine what’s working and what’s not. Maybe you need to include more links. Perhaps visual content needs revisiting. Figure out what works best and create more content like it.
Head over to Impact and dive into greater detail on each tip!
Are You Listening?
Round of applause to our friends at Jazz HR and a special shout out to Kelly for sharing their tactics with us!
As a B2B tech company who targets small to mid-sized businesses, Jazz HR knew its customers would be hugely impacted by the economic effects of COVID-19. Jazz HR’s technology helps businesses recruit talent – but as many are shutting down, they may no longer be hiring at all.
Jazz HR knew the campaigns it planned were no longer relevant, so they ditched the typical lead-focused strategy and began simply listening. Their team surveyed customers, looked at responses to recent outreach, and dug into data.
The trends we uncovered painted a clear picture of our audience’s needs:
Whether they were still hiring or had frozen their efforts, Jazz HR’s customers felt uncertain how to proceed.
Prospects were still interested in recruitment best practices but had a new appetite for information on virtual processes. 77% of Jazz HR’s healthcare customers, in particular, said they were still hiring but the majority also reported a decrease in candidate flow (which product data also confirmed).
We then started creating quality content across all channels that addressed each specific need by:
- Decided to offer software for free to essential care services – so healthcare customers could hire medical staff faster – and launched an integrated campaign to get the word out on 3/20
- Hosted a webinar on 3/18 on the topic of “What COVID-19 Means For Your Hiring Process”
- Released a campaign around video assessment partners to help customers find virtual screening solutions
- Continue working actively on a dedicated COVID-19 Resources page on Jazz HR’s site
Jazz HR’s audience responded across all channels with high engagement, as showcased through respective KPIs:
- 588 webinar registrants, 246 viewed live – and over a dozen questions asked in real-time
- 28% open rate / 10% CTR on customer video interviewing outreach
- 500+ respondents to our survey w/ 86% completion rate
- 150+ media pickup on our healthcare initiative press release
- 20% lift in page views/visitors on LinkedIn
The team at Jazz HR is ready to continue adding value amid the uncertainty with high-quality, relevant content.
What a thrill it is to hunt for Easter eggs. A fierce competition involving speed, patience, and a keen eye. It’s everyone for themselves as the search for the best egg commences.
Cadbury’s prize egg appears to be the biggest one as made evident in this ad that just hatched. A young boy has his eye on the prize for sure. But with more heartwarming and selfless intentions than an early morning chocolate binge.
Y’all this one is a much watch!
Ads from the PastAds from the Past
1950, Olivetti Scribe
“We need to stop interrupting what people are interested in and be what people are interested in.”