Content Runner has reached out to a number experts in the industry to assist with our 2014 Content Marketing Q&A Blog Series. We really appreciate the tremendous response that we’ve received so far and when we are done with the entire series we are going to compile the results into a white paper and make it available free of charge for anyone that wants to download. We have previously published the following interviews:
- Part 1 with Stoney DeGuyter
- Part 2 with Phil Buckley
- Part 3 with Greg Gifford
- Part 4 with Jessica Bosari
- Part 5 with Rob Garner
Dayna Moon brings more than a decade of digital marketing experience to the 3Q Digital family where she leads the team in evangelizing social media. 3QDigital is an industry-leading digital media agency focuses on building strategic initiatives and delivering comprehensive insights for clients across a variety of verticals. Previously, Dayna held senior global marketing positions at independent agencies, as well as, AdParlor and AOL’s ADTECH division. A native of the southern states and graduate of the University of Georgia, she has a passion for the SEC but is open to cheering for the Bay Area teams.
1. How has content marketing evolved in the last 2 years? What changes are you seeing in the services you deliver for your clients?
Content marketing has emerged as a core component of many of the leading marketers’ online arsenal for a variety of reasons. Arguably the “veteran” of the channel, blogging, opened the door for large corporate brands to develop more of a relationship with their targeted audiences – often providing updates on new products and initiatives. As technology often sparks idea and change, spin-offs in the form of micro-blogging and, most recently, infographics have gained a tremendous amount of popularity. As a full-service agency, it is our goal to lead with innovation and act as a consultative partner on behalf of and to our clients. As goals and objectives change, so will our strategies.
2. Where will content marketing be in 2018, what are your top 3 predictions?
Content marketing will continue to play a viable role and be a strategic and relationship-building channel for marketers. Brands are emerging as thought leaders and engaging in two-way conversations to foster an enhanced level of trust; however, consumers and fans still place a high degree of trust in their “social circles.”
- Visual storytelling will gain in popularity as ad formats take on larger and more creative elements
- Following in the footsteps of dynamic creative, content will become more and more interactive and unique to the individuals
- Wearable Tech – Google’s Glass and Twitter’s Helmet (among others) have provided a peek at the future of wearable technology and the opportunities for brands that produce great content to further connect with their core audience and add value within daily activities.
3. What are your favorite tools you use for producing content? What do you primarily use them for?
In terms of production, “native” content produced by those closest to the brand and/or company who really live and breathe the culture will produce the highest level of engagement. Free alert tools such as Google Alerts, Flipboard, Twitter, etc. are useful in determining what’s trending and gaining the most buzz. At the end of the day, the “best” content wins – defining what “best” means is the biggest challenge for a majority of brands.
4. What platforms offer the biggest opportunities for content marketing outside of Google? What’s a hidden gem that other marketers aren’t talking about where you’ve found success?
Visually focused platforms such as Pinterest, Vine, and Facebook’s Instagram provide a great opportunity to connect with with fans while showcasing how the products or services are actively used. As social media has expanded, so has content, giving brands an opportunity to provide thought leadership, establish relationships, and, more importantly, educate their communities and audiences.
5. How do you gauge the effectiveness of the content you produce for yourself as well as for you clients? How do you measure the ROI on content?
Traditional KPIs such as increases in traffic, awareness, time spent on page, etc., are great indicators of engagement and whether the content produced is resonating with the intended audience. If a download or tracking is in place, any type of request for information, email capture, or lead generation will also indicate the overall effectiveness.
6. Do you provide clients with guidance on Content Strategy? If so, what are 2 critical things most companies forget about when they create their strategy quality vs quantity?
As a trusted partner, we are consultative in nature and work alongside our clients to provide a multichannel strategy across that also includes content. Many companies forget that each channel has a slightly different audience and best practices. While it’s important to utilize a cohesive strategy, it is also equally important to tailor messages based on their channel.
7. Which of the Google updates has impacted you the most and changed the way you create and market content?
Any update to a platform will result in changes in performance, set-up and ultimately best practices and optimization. New and updated content on Google+ can have a positive impact on SEO rankings, especially utilizing a comprehensive digital strategy and analyzing performance across multiple channels.
8. What social platforms work the best for you to promote your content? What’s one piece of insight that many people don’t know when it comes to social promotion?
In terms of reach and awareness, social media platforms have been integral in promoting content. The direct descendants of blogging, social platforms are a natural fit when engaging and establishing a relationship in an educational and conversational environment. And like any conversation, it takes at least two parties which some have overlooked when promoting content.