Content Marketing Interview with TechnologyAdvice

I recently sat down with TechnologyAdvice’s Clark Buckner to chat about content marketing, common issues we see with content marketing clients, and other details like how we handle project management and paid promotion. You can find part 1 of the interview on the TechnologyAdvice Blog, and part 2 is below.

TechnologyAdvice’s Expert Interview series, which is hosted by Clark, explores a variety of business and technology landscapes through conversations with industry leaders.

[click here to read Part 1 of the interview on the TechnologyAdvice website]

Interview Highlights:

TechnologyAdvice: Who do you suggest should be in on a strategy session and the decision-making process early on for a content marketing project, or other marketing initiatives?

Kane: There’s a project strategist, a project manager, and a promotion or outreach manager. These are three roles on the project that are going to need to have input. But the strategist and the project manager are the two that matter the most.

TA: What are your approaches for the bigger projects you’ve worked on?

Kane: Most of the time we’ll be doing a little bit of assistance with a client on managing. For example: a week of building out social shares for Facebook and Twitter that we’d like them to do, and then handing them off to their social person internally.

It might include handing off an email template for outreach or for a newsletter for them to use internally, depending on the project. And then coordinating with the PR team internally.

Then, figuring out what our budget is for the project, and how we’re going spend it where it makes the most sense (Facebook, or LinkedIn, or Twitter) for the right audience.

The final element would be any additional promotion that their internal team would be doing; so that might include salespeople who are sharing the content with contacts they’re talking to, or it could be something like getting them to do a printed version handed out at tradeshows.

TA: Do you use any project management software?

Kane: We use a variety: we use a tool called Redbooth, that does task-tracking assignments and as an archive for all our client notes, we use Dropbox for file sharing management, we use Google docs for documents we are collaborating on, and for various other projects, we’ll us specific things as we need them..

TA: You guys you have a great blog as well. There’s one piece of content in particular, one of the most recent e-books that you created. It’s about the concept of an MVP— the minimal viable product – applied to content marketing strategy. In the case of your content marketing, what are the minimum requirements to make a content strategy work for you?

Kane: Content Marketing Institute has done a lot of research on the self-reported success of content marketers and they have a documented strategy as opposed to those who just have a verbal strategy, or those that don’t have a strategy written down.

So, the concept that the e-book talked about is how you can put together a documented content marketing strategy in a single day instead of turning it into an enormous two-week team retreat.

It’s actually not that hard to identify what are your goals, who’s your audience, and how are we going to meet that audience’s content needs with what we have available, and meet our goal in the process. That’s kind of the focus of the ebook, and we call it the minimum viable content strategy because these are the 12 absolute essentials that you have to work on.

Listen to the entire show above in order to hear our full conversation, or download the show to listen later. You can subscribe to the TA Expert Interview Series via Soundcloud, in order to get alerts about new episodes. You can also subscribe to just the marketing automation category.

Interview conducted by Clark Buckner.

Kane Jamison

Kane is the founder of Content Harmony, a content marketing platform that helps you build better content briefs. He's also the instructor for Content Marketing at the School of Visual Concepts in Seattle, and an industry speaker at events like Mozcon, EngagePDX, SMX Social, State of Search, LavaCon, Wordcamps, and more. You can find him on Twitter at @KaneJamison.

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