What Do You Do? podcast
Kate Shropshall | Kate & Co Content
When we think of ‘content’, we tend to think of content creators making videos that go viral on social media, but whilst content creation is part of the role of content marketer, it’s not the complete picture.
Whilst getting your content seen is an important part of being a content marketer, what’s more important is making sure that the right people are seeing it. That’s where strategy and analysis come in.
Key Takeaways
- Whilst social media is only a part of content marketing, it’s still an essential part of it as potential customers are definitely going to research you.
- With content marketing, intent is more important than activity. Having one piece of content being seen by the right people is more effective than 1000 people seeing a piece of content that doesn’t get any enquiries.
- AI is great for speeding up content marketing, but isn’t great at generating original ideas, or creating content that really stands out
The Role of a Content Marketer
The Problem with ‘Content’
Content has become synonymous with something viral that only appeals if it’s shocking or funny. Millions of people every day are chasing views and likes that really don’t mean all that much. As the focus on engagement has become prevalent, many businesses make this exact same mistake, and spend both money and time creating content that has no strategy behind it at all.
This does make the role of a content marketer a little easier I suppose, as tailored, purpose created content with a clear strategy will definitely stand out when compared to randomly posting on social media.
But as discussed in the podcast, content encompasses far more than social media.
Content That Isn’t Social Media
Email marketing, web copy, blogs, white papers. These are just the tip of the iceberg of what content marketers can create. Each piece needs to be purposely crafted to a client’s audience, and in perfect alignment with a businesses goals.
Not only that, but it needs to fit in with the marketing funnel. If top of the funnel content doesn’t help a potential customer understand who you are, and what you do, then middle and bottom of the funnel content is unlikely to convert that customer into a lead.
Knowing what type of content fits where, deciding on what content will achieve a business’s goal, and how to speak to a potential customer in their language are the essential skills for any content marketer.
What Do We Do?
We founded the What Do You Do? podcast to hear from people like Kate, whose roles is generally misunderstood.
Videos, like the one above, are a great way to educate your customers about what you do – find out how we can do it here.
written by
Videographer and video producer with over 15 years experience in both B2B and B2C video marketing. He writes about everything he learned delivering over 1200 video projects across the engineering, education, charity and tech sectors.
