The golden rule of content marketing is to understand your customers. We use personas to accomplish this goal - focusing on the concept of describing the ideal customer, and tailoring a marketing strategy toward that customer to build a real and lasting relationship. And just like day-to-day relationship building, this process is a two-way street.
“I think content marketing has to be a personalized thing at this point. It no longer works to just push out a ton of articles. It used to work; four or five years ago. And I’ll still talk to people who do this: Their entire content marketing strategy is ‘we’re gonna put out 17 pieces of content a week, and that’s gonna to drive leads into our one sales funnel we have, and that’s how we do content marketing.’
That’s a ton of effort and it takes an entire team to build all that stuff, and you’re wasting so much time creating content that nobody is interested in.
I think content strategy in general has to be based around who you are trying to work with...How do you get them from where they are, to where they want to go.”
Interact is an integrated quiz-creation platform that helps elevate the types of content that are being created, so that ideal customers can increase their engagement with a company. Haynam’s overview offers the best encapsulation:
“Backing it out to 1,000 foot view – what you’re actually doing is utilizing the entertainment value of the quiz to attract people into your brand as the lead magnet that catches their eye and pulls them in. You use the quiz to build a very small, short relationship with them. At the end of the quiz, you ask them for their contact information. After that you follow up with them in a variety of ways.”
Check out the full podcast to get the scoop on how great quizzes can be for your lead generation. Haynam has tips on effective quiz design and implementation, amazing conversion statistics, and a whole bunch of humorous insights about modern content marketing.
Speaking of quizzes, learn a bit more about yourself with Little Bird's Thought Leadership quiz!
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Priscilla McKinney
Priscilla McKinney, CEO of Little Bird Marketing, is a popular keynote speaker, prolific blogger, podcast host, industry innovator and diversity champion. Her two podcasts are Ponderings from the Perch and Digital Transformation Success. Best known for making waves in the digital marketing industry, Priscilla has been featured on numerous podcasts, is the President of American Advertising Federation Heartland and has received numerous design, entrepreneurship and industry awards. Along with her expert team, she developed the SOAR System – a proprietary process designed to create sustainable lead generation for busy leaders so they can have confidence in the growth of their company without losing focus on their other responsibilities. Priscilla personifies creativity, entrepreneurship and authentic leadership – inspiring others to truly carve out their own path of success in her uniquely funny, no-nonsense and slightly irreverent way. Oh, and don’t give her caffeine. She doesn’t need it.
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