Milena Milicevic: Hello Joe! Thanks for taking the time to inspire ARVRtech audience.
What would be three major trends that you would advise fellow content marketers to pay attention to? You spoke earlier at TFM about a clear focus and diversifying after.
Joe Pulizzi: The first thing is get a strategy. The majority of marketers out there are so in a hurry to create content that they are not documenting a strategy. Who is the audience? What is the overall behavior change we want to see? How are we going to show success for those things? Those things are really critical.
The other thing is we got to figure out what is our differentiating story; we call that the content tilt. Are we creating content just like everybody else in the industry or is it actually different? So we want to figure out what that is and spend some time on it before creating content and figuring out what that is going to be?
And the third thing is: instead of just sending your content all over the place what we found is a successful formula is one content type: is it audio, video, textual, plus image on one content platform that is delivered consistently over time before you diversify.
So, build a loyal audience, mostly email subscribers are really important and leverage social media when you can. You do not have to be everywhere your customers are around that is a misgiving a lot of marketers have. You do not have to publish everywhere, you just have to publish in the right places.