There are people behind every piece of content you consider amazing who make sure they’re putting out the best content their customers -- yes that’s you -- will love. So, without further ado, let’s meet the first of the content marketing experts making the best content from big-name brands: He's Travis Bernard, director of audience development at TechCrunch, with whom I shared an email exchange last week. Travis: “The most important thing is having good audience data. What kind of audience data is good data, and how do you get it? What types of content perform best for brands? Travis: “My point is that users remember compelling stories better than just messages. "Marketers need to find creative ways to tell compelling stories that audiences will love and share with others. Hyperbolic headlines might work in the short run, but too many can cause you to lose user trust. Getting user trust back can be one of the hardest things to do, so make sure you only use strong arousal words when they make sense. Anything else you'd like to add, Travis?
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What if you could peer into some of the top minds responsible for creating content that is rocking their space? Those folks appear to have it all figured out. From what content types their audience find most engaging, to how to place that content exactly where customers will find it: They seem to know it all.
Go to Instagram, for instance, and three minutes in, you’ll be seeing the exact type of skits you like to see. These connections don’t happen randomly. There are people behind every piece of content you consider amazing who make sure they’re putting out the best content their customers — yes that’s you — will love. In the end, they’re massively boosting their revenue and bottom line.
This is the first in a series of interviews I’m doing with content experts from Netflix, TechCrunch, Outbrain, and other brands, who are clearly making their prospects happy with content. So, without further ado, let’s meet the first of the content marketing experts making the best content from big-name brands: He’s Travis Bernard, director of audience development at TechCrunch, with whom I shared an email exchange last week.
Here are the nine questions I asked about the making of content at this tech-industry news publishing site …
1. What’s the one thing brands need to know to attract your target audience?
Travis: “The most important thing is having good audience data. Bad data is worse than no data. Too often we have bad data and it causes us to make poor decisions. Good data is always worth the extra money.”
2. What kind of audience data is good data, and how do you get it?
Travis: “We get our data from a variety of different sources, including Parsely, Google Analytics and a few in-house tools. The important thing is to make sure you are tying the metrics to your business goals.
3. Will content marketing continue to be relevant as technology advances?
Travis: “Yes — content has always been king, and it will continue to be king in the future. People want to be entertained or educated, and they love stories. Technology might change the way the stories look and feel, but at the heart of it all is the…
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