Over the previous decade in advertising and marketing, content material codecs have undergone important transformations.
The shift from static to interactive content material and from PNGs to MP4s demonstrates the dynamic nature of the trade. Based on the 2023 State of Advertising and marketing Report, 25% of entrepreneurs are planning to include interviews into their methods for the primary time this 12 months.
Because the pandemic, interviews have emerged as a mainstream instrument worldwide, spanning podcasts, movies, and social media channels.
I’ve been constantly using interviews as a helpful advertising and marketing asset since recognizing their potential.
On this article, I’ll share my current experiences of integrating interviews into my advertising and marketing technique, together with private outcomes and insights.
For additional tips about leveraging interviews in advertising and marketing, I encourage you to discover the 2023 State of Advertising and marketing Report.
The interview format
The interview format performs a pivotal position in fostering viewers engagement and producing impactful outcomes. It’s not by probability that video holds 50% of the solutions to “Which media codecs are entrepreneurs leveraging of their advertising and marketing technique this 12 months?”.
So, I run the Jam Classes: a collection of stay video interviews hosted by Rock Content material that includes iconic advertising and marketing consultants, trailblazers, and innovators. To call just a few, Joe Pulizzi, Pam Didner, and Rand Fishkin have already shone the highlight on our stage.
Take a glimpse at Mordy Oberstein’s Jam Session captured on this screenshot from the published web page. That is the place all the contributors got here collectively, asking questions and sharing private experiences.
By embracing the facility of stay video interviews, we ship an immersive and unique expertise for our viewers, fostering significant connections and driving engagement to new heights.
How do I exploit interviews as a advertising and marketing asset?
So, that is the place the magic occurs, proper? To unlock the true potential of interviews and obtain impactful outcomes, it’s essential to transcend merely creating them. Repurposing interviews into numerous codecs is vital. Assume weblog posts, social media content material, advertising and marketing emails, nurturing workflows, and extra.
By protecting a number of channels, you may broaden your attain and have interaction together with your viewers throughout varied touchpoints. Embracing an omnichannel strategy not solely enhances lead era and MQL conversions but it surely additionally allows you to ship a complete 360º expertise that caters to your viewers’s preferences and wishes.
The Stay-Issue
All of our Jam Classes are performed stay, and to maximise their impression, I design a complete promotional agenda aimed toward producing a excessive quantity of leads.
However again within the days once I began the Classes, I assumed I ought to cease selling it proper after it airs. The factor is I forgot that even in FOMO there are those that have truly missed it!
To handle this, I’ve adopted a brand new strategy by extending the promotional interval for an extra week following the stay broadcast. This enables me to capitalize on the trending matter with out compromising upcoming launches or initiatives.
Now, you may surprise, how do I generate efficient outcomes?
Repurposing is the reply
To truly create the 360º expertise, I’ve to be dynamic. Utilizing a number of codecs to assist the interview is unquestionably my best manner of maximize the outcomes.
Let me share some insights on what’s working for my technique:
On advertising and marketing emails
The promotional season for our Jam Classes spans a month main as much as the published day, adopted by an extra week after the interview airs.
As a part of our technique, we ship out weekly advertising and marketing emails to our contacts, every highlighting a singular side of the Jam Session episode. These emails cowl varied components such because the theme, the visitor, the Q&A portion, and extra assets.
Traditionally, our advertising and marketing emails have been the first driver of conversions for Jam Classes, constantly accounting for roughly 60% of the full quantity.
This underscores the effectiveness of focused e-mail campaigns in producing curiosity and engagement amongst our viewers, in the end resulting in a better attendance charge for our classes.
Nurturing workflow
Seizing the chance proper after a conversion is a perfect second to provoke a significant dialog with the lead. In spite of everything, this particular person has simply expressed their curiosity in one thing created by you, your model, or your organization.
It’s important to reciprocate that curiosity and display your real engagement.
One efficient option to accomplish that is by enrolling the contact in an e-mail nurturing workflow. Within the preliminary e-mail, prolong your gratitude and enthusiasm for his or her curiosity, offering them with related particulars and important hyperlinks.
Then, curate a collection of well-timed emails to boost their total expertise.
Relying on the theme of the interview, I share helpful assets, suggestions, hacks, free credit, tutorials, and different instructional content material, aiming to empower and educate the contact additional.
By doing so, I typically come throughout people who’re actively looking for options that Rock Content material can present. I foster their development inside my gross sales cycle whereas constructing a fruitful enterprise relationship.
Devoted weblog submit
All through the promotional season, registrants for our Jam Classes are given the chance to submit their inquiries to our visitor.
Initially, these questions have been completely reserved for the stay session. Nonetheless, after incorporating the extra promo week, I started that includes them in a devoted weblog submit, full with the visitor’s insightful solutions.
Within the article, I rigorously curate unique questions that weren’t addressed through the stay session, guaranteeing that the expertise extends to those that are genuinely . This highly effective intersection of inquiries and options is on the core of efficient advertising and marketing methods.
Social media
Social media platforms present a superb alternative to make your content material evergreen, guaranteeing its longevity and continued relevance. In my expertise, when selling a Jam Session, I leverage common static posts together with partaking movies that includes teasers from our visitor, producing anticipation for the upcoming dialog.
After the published, I discovered that video shorts extracted from the session itself carry out exceptionally nicely, fascinating the viewers and driving engagement.
Furthermore, social media platforms have confirmed to be extremely efficient for customer support and gross sales initiatives. Based on the 2023 State of Advertising and marketing Report, 29% of entrepreneurs are already harnessing the facility of social media for these functions.
This statistic highlights the rising recognition of social media’s immense potential as a flexible channel that allows direct interplay with clients, facilitates gross sales conversions, and fosters significant connections with the target market.
So far as the interviews, they’ve turn into a cornerstone of my advertising and marketing success, enabling me to interact with my viewers on a number of fronts. As I proceed to evolve my technique, I stay dedicated to leveraging interviews as a strong instrument in driving success and fostering significant connections with my viewers.
Do you wish to proceed to be up to date with Advertising and marketing greatest practices? I strongly recommend that you simply subscribe to The Beat, Rock Content material’s interactive e-newsletter. We cowl all of the tendencies that matter within the Digital Advertising and marketing panorama. See you there!
