Over the previous decade in advertising and marketing, content material codecs have undergone vital transformations.
The shift from static to interactive content material and from PNGs to MP4s demonstrates the dynamic nature of the business. In line with the 2023 State of Advertising and marketing Report, 25% of entrepreneurs are planning to include interviews into their methods for the primary time this yr.
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 worthwhile advertising and marketing asset since recognizing their potential.
On this article, I’ll share my latest experiences of integrating interviews into my advertising and marketing technique, together with private outcomes and insights.
For additional recommendations on 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 function 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 yr?”.
So, I run the Jam Periods: a collection of dwell video interviews hosted by Rock Content material that includes iconic advertising and marketing consultants, trailblazers, and innovators. To call a couple of, 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 printed web page. That is the place the entire individuals got here collectively, asking questions and sharing private experiences.
By embracing the facility of dwell 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. Suppose weblog posts, social media content material, advertising and marketing emails, nurturing workflows, and extra.
By protecting a number of channels, you’ll be able to broaden your attain and have interaction along with your viewers throughout varied touchpoints. Embracing an omnichannel strategy not solely enhances lead era and MQL conversions nevertheless it additionally lets you ship a complete 360º expertise that caters to your viewers’s preferences and wishes.
The Reside-Issue
All of our Jam Periods are carried out dwell, 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 Periods, 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 deal with this, I’ve adopted a brand new strategy by extending the promotional interval for a further week following the dwell broadcast. This permits me to capitalize on the trending matter with out compromising upcoming launches or initiatives.
Now, you would possibly marvel, how do I generate efficient outcomes?
Repurposing is the reply
To really create the 360º expertise, I’ve to be dynamic. Utilizing a number of codecs to assist the interview is certainly my most effective method 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 Periods spans a month main as much as the printed day, adopted by a further 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 novel facet of the Jam Session episode. These emails cowl varied parts 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 Periods, 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, finally resulting in the next 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 any case, this individual 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 strategy 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 reinforce their total expertise.
Relying on the theme of the interview, I share worthwhile assets, ideas, hacks, free credit, tutorials, and different instructional content material, aiming to empower and educate the contact additional.
By doing so, I usually come throughout people who’re actively searching 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 put up
All through the promotional season, registrants for our Jam Periods are given the chance to submit their inquiries to our visitor.
Initially, these questions had been solely reserved for the dwell session. Nevertheless, after incorporating the extra promo week, I started that includes them in a devoted weblog put up, full with the visitor’s insightful solutions.
Within the article, I rigorously curate unique questions that weren’t addressed in the course of the dwell 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 wonderful 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 participating movies that includes teasers from our visitor, producing anticipation for the upcoming dialog.
After the printed, I discovered that video shorts extracted from the session itself carry out exceptionally nicely, charming the viewers and driving engagement.
Furthermore, social media platforms have confirmed to be extremely efficient for customer support and gross sales initiatives. In line with 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 prospects, facilitates gross sales conversions, and fosters significant connections with the target market.
So far as the interviews, they’ve grow to be a cornerstone of my advertising and marketing success, enabling me to have interaction with my viewers on a number of fronts. As I proceed to evolve my technique, I stay dedicated to leveraging interviews as a robust instrument in driving success and fostering significant connections with my viewers.
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