DMR #44: ELISA GABBERT – Do you need a content marketing strategy first?

David: Do you need a content marketing strategy before you start producing content? Is it important to have a consistent tone of voice in all of your content? And is it essential to have a call to action at the end of your content? Those are just three of the questions that I intend to ask today’s special guest, Elisa Gabbert. Elisa welcome to DMR.

Elisa Gabbert

Elisa Gabbert

Elisa: All right thank you very much for having me.

David: Oh thanks for joining me. Elisa is the Content Marketing Manager at WordStream, an online advertising software and services firm that also offers free tools for digital marketers. So Elisa, how would you define content marketing and how has it changed over the last couple of years?

Elisa: Well I suppose I would define content marketing as using content, which has become sort of a buzzword, but all that really means is things like blog posts or guides or videos, anything that you post on the web and is consumable by people as a way to basically bring in potential leads, possibly new customers, and just to build your brand. This is something that companies have been doing actually for a really long time but I don’t that they always called it content marketing.

I guess I would say that the main way that it’s changed is that there’s really has been a focus on making sure that the content is high quality and that it’s really what your prospects want so that they’re delighted by you and that they want to keep coming back and consuming your content and sharing it with other people. As opposed to maybe previously there was more of a focus on search engine rankings and quantity-over-quality. Yeah, I think it’s basically putting content quality and readability first over things like technical SEO, search engine optimization.

David: Okay, and so that’s your thoughts on what it is, do you think it’s evolved quite a bit over the last couple of years?

Elisa: I think it has evolved. I think that more and more people are doing it and that just makes it so much more competitive. First of all you have companies who are doing it really for marketing again as a way to generate needs or to try to just drive more traffic if you have an e-commerce model.

We’re also competing, all those companies that are doing internet marketing are also competing with more of like journalism type models, big media models, websites like Huffington Post and BuzzFeed. There’s just so much new content coming from so many different sources all the time.

A lot of times you’re competing for attention on social media and what blogs do people read, how much space do they have mentally to read content, what newsletters are they already getting? It’s very very competitive so … That’s a big challenge.