Friday, December 2, 2022
HomeSalesEpisode 3: The right way to Navigate 2021 Advertising and marketing Challenges

Episode 3: The right way to Navigate 2021 Advertising and marketing Challenges


Marissa Gbenro: Hi there and welcome to the Win-Win podcast by Highspot. Be part of us as we dive into altering tendencies within the office and focus on tips on how to navigate them efficiently. I’m your host, Marissa Gbenro.

Immediately, we’ll focus on how COVID-19 and digital work have modified the advertising panorama. I’ve invited my good friend, Robert Rose from The Content material Advisory, to assist us discover these challenges and alternatives. Welcome, Robert, and thanks for becoming a member of us. Are you able to introduce your self and your function to our viewers?

Robert Rose: Oh, I definitely can Marissa. Nicely, initially, thanks for having me. I’m so excited to be a visitor in your present, which is actually, actually splendidly unbelievable.

My title is Robert Rose and I’m presently — properly, I’ve two roles, actually: the chief technique advisor for a corporation referred to as the Content material Advertising and marketing Institute, which is a media firm the place we evangelize the method of content material advertising by occasions and blogs and webinars and all these sorts of issues, after which my function as a advisor, the place I work with a lot of manufacturers all around the world, principally by Zoom, and assist them operationalize their content material. I work with these manufacturers to determine the individuals, the method, and the expertise of how content material will be made right into a practical technique of their enterprise.

In between all of that, I, as , host a podcast or two and I’ve written a few books and maintain myself busy on this splendidly locked-down world that we discover ourselves in.

MG: Thanks a lot, Robert. I’ve been an enormous fan even earlier than I used to be in a position to be part of your podcast. Thanks for letting me be part of the wonderful content material that you just’re creating on the Content material Advertising and marketing Institute as properly.

So, Robert, lately at Highspot we carried out a survey throughout completely different advertising features and the aim was to uncover advertising challenges which have emerged because of the worldwide pandemic and digital work. Each, I believe, convey comparable however completely different challenges to entrepreneurs internationally and the outcomes of the survey felt very relatable. Nothing really shocked me as a result of I’m a content material marketer and skilled the identical issues. However I believed it was actually attention-grabbing that although they’re comparable challenges that we’ve seen ceaselessly with advertising, it appears these challenges have change into much more heightened.

The three greatest challenges that we discovered by the survey have been understanding tips on how to higher have interaction clients, uncovering what content material is simplest, and understanding what content material sellers discover most dear. Once more, this has all the time been a problem for entrepreneurs — I believe everybody has these targets that they’re making an attempt to resolve — however it appears that evidently they’ve been exquisitely heightened by working nearly and never having sellers subsequent door to you. Everyone seems to be vying for the eyes of patrons which are additionally working nearly and each marketer solely has digital methods to now have interaction with these patrons. Robert, would you say that these are the most important challenges that you just’re seeing as properly with the entrepreneurs and organizations that you just work with?

RR: I believe you mentioned it properly. These will not be essentially new challenges, however I believe they’ve a brand new wrinkle added to them which is one thing that we’ve been calling “the de-commodification of bodily area.” Form of the overarching new wrinkle to these three challenges is the concept of tips on how to have interaction clients and tips on how to create content material that has an impression. The entire issues that we have been challenged to do with content material have been all the time in a world the place the digital expertise or the content material expertise we have been creating was an adjunct to the bodily area. In different phrases, it was the place you went and downloaded the convention presentation after you attended the convention, or it was the place you went to get the expertise after you had the salesperson go to you in your workplace, or it was the web site that you just did the analysis on earlier than you invited individuals into your group. It was type of sitting alongside it. Now the concept of the digital content material expertise is not only sitting subsequent to — it’s a substitute. It has to truly act as a proxy of that bodily, intimate relationship constructing that we may do in-person at a convention, at a consumer, wherever it’s.

What I see after I see the identical challenges that we’ve seen ceaselessly is that this wrinkle is actually simply additional emphasis on the necessity to get nice with digital content material and the digital experiences we’re creating as a result of they’re simply that rather more environment friendly.

MG: I completely love that time period “digital expertise” as a result of I believe what additionally has change into profoundly clear by the final yr is that buyer expertise is extra vital now than ever earlier than. It’s all the time been actually vital, actually guiding your patrons, potential clients, or present clients by a digital expertise that truly convinces them that you’re the appropriate vendor or accomplice.

I really feel like entrepreneurs have change into a lot extra vital to the funnel for organizations as a result of that is actually the one method to get patrons within the door earlier than sellers are in a position to wow them with the product and gross sales pitches. What’s your tackle tips on how to elevate these digital experiences for purchasers to make sure that entrepreneurs are actually getting that foot within the door and in a position to assist fill the funnel and persuade these patrons to maneuver ahead?

RR: Definitely, all of that’s true and I believe the one factor we’re seeing firms do which are main this cost is identical issues that make up the wrinkles and the challenges that aren’t completely different. It’s the identical solutions, however they’re extra accelerated now; in different phrases, the solutions to the challenges are the identical, which is to get higher at it.

What I imply by that’s — as a result of that’s an unsatisfying reply for certain — what we’re seeing is the necessity to join these digital experiences. What has occurred as we’ve gotten more adept with digital content material and the creation of digital experiences is we’ve additionally change into simply as siloed. We’ve change into siloed in advertising, gross sales, buyer expertise, and buyer loyalty. All of these digital experiences that we create have been form of off on their very own island. In lots of instances, and whereas that was okay, all people type of realized that’s an issue and we actually ought to attempt to clear up it.

It’s actually troublesome and it’s not okay anymore. It needs to be the stress to get these issues linked. We frequently take a look at our web site and the one perception that we have now into enhancing it or personalizing it or making it extra related is the perception we get from the advert tech, mainly no matter report that claims how guests have been accrued there. We don’t have information going forwards and backwards between the experiences to assist enhance them and to attach them in a manner that makes them extra private and extra related and extra helpful for purchasers. The reply to that, or the place we’re seeing it get elevated, is the place you may truly begin to join issues to your weblog, the web site, the e-commerce channel, the e-mail channel, the textual content expertise, all of these issues that they find out about one another. And so they’re utilizing the info in a sensible, clear, and clever method to ship a greater expertise, as a substitute of the siloed factor that we’ve been coping with for thus lengthy.

MG: I really like that reply a lot, and it makes me pause to consider ways in which we are able to higher present a cohesive expertise from web site to e mail advertising from demand gen to content material. A number of different challenges that we discovered within the surveys, as we mentioned earlier: uncovering content material that’s simplest, higher understanding what content material resonates most together with your sellers, in addition to understanding what patrons are in search of. whether or not it’s topical, what matters are they most engaged with in addition to what sort of content material. Is it a webinar? Is it a podcast? Is it an infographic? Is it an e book?

What are your finest practices which you can provide or have seen work for a number of the organizations and entrepreneurs that you just work with to essentially higher perceive your content material panorama in addition to what matters and sorts of content material are patrons partaking with now to essentially assist transfer that needle?

RR: Yeah, it’s troublesome. There’s little question about it. These new wrinkles definitely haven’t made it any simpler. The one factor that we are saying that’s useful to consider when beginning is that in lots of organizations and particularly people who have separate area gross sales, area advertising, enterprise gross sales, enterprise advertising, demand era, there are siloed groups engaged on varied components of the client journey.

For a second, don’t take into consideration de-siloing the group. That’s sometimes above our pay grade. However what we are able to do is begin occupied with how we decipher the client’s expertise, even when we begin with one bridge. Simply one thing so simple as, “Hey, if I subscribed to the weblog, I shouldn’t must put in my e mail tackle if I need to subscribe to the useful resource middle on the identical web site.” These varieties of straightforward, simple adjustments that I do know will not be so easy and never really easy since you want good expertise so as to do all of these issues. However actually discovering the small, simple wins the place we are able to begin to join these experiences in a manner that one, provides us a greater singular view into the client journey themselves, and two, begins to affix the content material journey for them in order that they’re not pissed off, that decreases the friction on the issues that they’re making an attempt to do as they undergo our varied digital content material and simply begin small after which do the following one. If you can begin to decipher the journey, what occurs is you begin de-siloing the group because of this. Possibly that may be a useful 2021 tip. Don’t take into consideration making an attempt to de-silo all people. What you are able to do is begin trying on the buyer’s journey and begin seeing how one can de-silo that, one step at a time.

MG: You bought me occupied with a number of the organizations and distributors that I observe very carefully and also you’re proper; I downloaded an e book and clicked a button that mentioned sure, ship me newsletters and weblog posts and so forth and so forth. That’s how I’ve change into so consumed by these manufacturers with out even realizing it. They swindled me the best way that you just’re recommending.

I fully agree that it’s all about — coming again to your level — maintaining patrons inside this digital expertise. It’s about ensuring that they’ve a cohesive expertise from begin to end together with your model, no matter what activation you might be placing forth on the time, whether or not it’s a weblog submit, a brand new e book, podcast, or webinar, it turns into lots simpler to eat that content material if you’ve made it simple for me and it’s not taking a whole lot of my time or power. I’m going to be extra susceptible to say sure and see what you need to say and point out it to a boss or a colleague as I transfer additional down the funnel and say, “I truly listened to a podcast episode lately that talks about this precise factor.”

This subject has sparked one other query for you. What are some predictions that you’ve that content material, product, or area advertising may even see change over the following yr?

RR: I believe it’s a associated factor. I imply, there are many great predictions and I believe lots of them you and former company may have spoken to the concept of the rise of audio as a format — not this podcast withstanding, proper? However then there’s additionally video and multimedia and the supply of that, the resurgence or renaissance, if you’ll, of e mail advertising. I believe there are a whole lot of tendencies for 2021 that can proceed and, definitely, we’re going to nonetheless see the extra direct-to-consumer kinds of efforts each in B2B and B2C due to every thing we simply spent the final 20 minutes speaking about.

However the one prediction that I’ll point out as a result of I believe it’s actually vital for digital entrepreneurs is to affix up the ability units wanted for what we might generally name “content material” within the enterprise. It was once adequate for content material entrepreneurs to have the ability to write properly, create some good content material, perhaps do some design, perhaps have some model journalism of their background, however now we’re seeing companies say, “You already know what, issues like taxonomies, workflow, CMS, measurement, search engine optimisation, and content material construction and all of these issues are extremely vital too.” The place we’re seeing content material entrepreneurs actually succeed is once they begin to add a bit to their T-shaped expertise. So, along with being nice storytellers, they need to even be nice content material strategists as properly. Those that we’re seeing actually succeed are these that may broaden out their ability units to a few of these extra technical kinds of approaches.

MG: In an effort to achieve success with the adjustments which have occurred over the past yr, and we’re nonetheless ready to see how rather more issues will proceed to alter, you need to put on many hats and you need to have completely different units of expertise and abilities so as to assume exterior of the field. You possibly can’t simply be a content material strategist with out placing collectively what you see this purchaser’s journey trying like, or a marketing campaign trying like. I believe that, as a content material marketer myself, that has been an space that I’ve been pressured to develop in over the past yr. No extra is it nearly phrases, however after I meet up with our design workforce or our digital workforce, what’s the expertise that I would like our patrons to have? What does it seem like? What’s it going to really feel like? What sort of feelings are we hoping to tug at to get them to have an interest within the issues that we’re saying, the story we’re making an attempt to inform? I believe that’s arduous to do if you’re so siloed in a single perform of the enterprise, it’s arduous so that you can come exterior of your self to say “Hey, though I’m a content material marketer, that is how I see it weaving right into a marketing campaign for product advertising, buyer advertising, or demand gen. Listed here are ways in which we are able to thread the needle by a number of completely different features to be sure that the viewers, our patrons, our prospects, present clients, are getting the very best expertise attainable as a result of it’s not only one manner of viewing this interplay and expertise.”

One different query I did have for you — just like the earlier one about predictions for the yr — are there tendencies that you’ve taken observe of that you just assume are a good suggestion to look at for or bounce on board? Are there any insider insights to share from what you’ve seen working with completely different organizations and entrepreneurs?

RR: Nicely, we simply spoke about two, which have been the concept of audio and video for certain. We’ve all seen the rise of Clubhouse and a number of the acquisitions that Twitter has made within the audio area. We will see podcasts definitely as a brand new development with firms like Amazon and Spotify making acquisitions very, in a short time on this area. So, as a content material marketer, as a marketer, it actually simply perks up my ears to begin to consider issues like audio. How do I begin to actually make the most of the audio and video that goes together with it?

My considering nowadays has actually been round this concept of linear experiences. So, each audio and video — though you edit them in a non-linear manner, they change into linear experiences in your shopper. It’s not the form of factor that individuals simply type of skip round and flick through, proper? Both you’re in otherwise you’re not, proper? You’re both listening otherwise you’re not, otherwise you’re watching otherwise you’re not. It’s an enormous problem for us to get actually good at this, the place we take a look at nice tv, motion pictures, radio, and podcasts and go, “Wow. They actually know tips on how to create a robust set of narratives there in that linear expertise.”

I believe that’s the place we have now essentially the most progress and, fairly frankly, an enormous alternative this yr with so many individuals being caught in entrance of their screens. Nicely, we may give them one thing to take a look at. We simply actually need to push ourselves and push the medium and push our creativity.

So, for me, it’s all about audio and video this yr and the way will we as manufacturers and entrepreneurs get actually good at it.

MG: I completely love that and fully agree that audio and video is the form of content material that I’m consuming and the form of content material that I need to create for different individuals. I recognize the advice. Is there a advice that you’ve for the way to consider that technique and tips on how to begin to deploy that inside your group?

RR: You already know — and right here’s the humorous factor — it will go proper again to the place we began the present, which is experiences that sit in parallel to those you’ve already created. We talked about this as a problem that we have now, and that is actually the place we are able to begin to develop our brains in relation to how will we develop content material. Simply easy issues. In the event you’ve bought a weblog, one of many issues that I’m engaged on is making all my weblog posts obtainable as an audio stream. In the event you would like to take heed to it quite than learn it, there’s that chance. In the event you’re taking a stroll or no matter, and also you need to have a five-minute pay attention as a substitute of a five-minute learn, that’s one factor. Webinars, the concept of on-line content material delivered by video reveals. Then, in fact, there’s the traditional launching a podcast, launching a videocast, getting your YouTube channel all arrange. All of these items I believe are going to play into one facet of the spectrum, launching precise reveals that we wish individuals to subscribe to. All the best way to actually simply providing up other ways to eat the identical content material we’ve been creating. That interview with our CEO? Sure, it’s good that we have now it in a beautiful 1,200 phrase weblog submit, however let’s get the audio of that up or let’s get the video or each, the place we are able to begin providing methods to eat the content material primarily based on the ways in which individuals actually need to.

MG: I believe that’s such an incredible advice as a result of generally I’ll have time and power to take heed to one thing, but when it’s a video, it feels for some purpose extra consuming for me to look at a video, though I can avert my eyes and proceed to pay attention. It’s the concept that it’s in video format that makes me really feel like I don’t have the time for it. You say that, “Oh, it’s an audio file,” or, “It’s a podcast,” and by some means I’ve time for that.

I actually recognize the concept of taking a weblog submit and placing it into an audio format or taking a video and decoupling it and placing it into audio and video. So, no matter your desire is, giving your viewers a number of ways in which they will eat the identical precise factor.

RR: From what I’ve heard from colleagues who’ve finished it, they are saying it has elevated engagement lots, they’re getting rather more elevated engagement on the content material that they’d created. A variety of that, I believe, is as a result of it’s that linear expertise. So you consider a weblog submit and also you go learn it and, let’s be sincere, we stretch that time period “learn” lots. We learn it, however actually we learn the headlines and perhaps we learn one of many little blocks of textual content in there and bought the principle message of it and went, “OK, I’m finished.”

But when it’s a linear expertise, like audio, you’re going to take heed to it. And to your level, you may take heed to it whilst you’re multitasking or doing different issues, however you listened to the entire thing, proper? You take heed to all 5 minutes of it or eight minutes of it, or nonetheless lengthy it’s. In order that elevated engagement is one thing I’m listening to that’s actually helpful. It definitely makes for — going again to our unique dialogue — a greater buyer expertise.

MG: I’m taking so many notes primarily based on this dialog for issues that I’m planning to stroll away with and new concepts for our content material technique right here at Highspot. So, Robert, thanks a lot. This was simply as informative and academic for me as I believe anybody who could also be listening to this, thanks in your time and for becoming a member of us on the Win-Win podcast. It’s all the time a pleasure.

RR: Completely. My pleasure, thanks a lot for having me on the present. I actually recognize it.

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