Here’s what she had to say: How has content marketing evolved since you started? I don’t really feel like a few years ago content marketing was really much of a thing, and now it’s almost a buzzword. Now everyone is starting to take the content creation and strategy process more seriously, and I feel like we’re all in the phase where we’re just churning out content. So I feel like that’s the trend now in Content Marketing is being a lot more strategic about the way the content is created and for what purpose. What is one content marketing strategy that most companies miss out on? To view this video please consider upgrading to a web browser that supports HTML5 Video I feel that client-created content has been a huge part of what has made us so successful in our content creation and content consumption. I called, I knocked on doors, and I wouldn’t take no for an answer, but it’s hard to start that process and have those conversations with your clients. But four years later I have people knocking on my door — clients I have never heard of — emailing me and saying “Hey I’m doing this thing, and I would love to do a webinar on it. So when it does work, I get really excited about it! I pay attention to what Vidyard and Uberflip post on linked, which puts it right in front of my nose.
Remember taking exams in high school or college? Getting out your scanner cards, filling in the little boxes (number two pencils only!) and piling them all neatly in a box so you can get your marks a week later? Not the most fun process, was it?
Well the kids of today don’t have to go through that rigamarole, thanks to companies like ExamSoft. And Stephanie Totty is in charge of making sure as many students have that privilege as possible.
As the Senior Content Strategy Manager at ExamSoft Worldwide, Totty works tirelessly to generate interest for ExamSoft across their blog, social channels, webinars, and a host of other platforms. “I started mostly as a copywriter and social media person, and just grew from there.” Totty told me in interview, “The focus of my role has morphed into content strategy and creation. Which is great, because I find that a lot more interesting than just creating social posts — this way I get to be hands-on in the process.”
To find out all the marketing secrets Totty has learned in her four years at ExamSoft, we chatted with her over Google Hangout. Here’s what she had to say:
How has content marketing evolved since you started?
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I think there’s just a lot more emphasis put on content marketing now. I don’t really feel like a few years ago content marketing was really much of a thing, and now it’s almost a buzzword. Content creation was important, and it was there, but the major focus was elsewhere. Now everyone is starting to take the content creation and strategy process more seriously, and I feel like we’re all in the phase where we’re just churning out content. Which is not necessarily the best strategy to take.
I know I fell into that myself a couple of years ago, and now I’m desperately trying to claw my way out of mounds and masses of blog posts, videos, white papers, and case studies. I’m much more conscientious about what gets created, when, why, and how we can repurpose old pieces of content in new or more effective ways. So I feel like that’s the trend now in Content Marketing is being a lot more strategic about the way the content is created and for what purpose.
What metrics should marketers be paying more attention to in 2017?
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Personally, the most important metric for me to be paying attention to is content consumption. What type of content is being consumed, where it is being…
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