#14 Content Has 4 Goals (And They’re Not What You Think)

Growth Machine Marketing Podcast

English - October 20, 2020 19:48 - 54 minutes - 43.4 MB - ★★★★★ - 11 ratings
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Previous Episode: #13 Adam Rogers: From Intern to Content Marketing Manager in Less Than a Year

Next Episode: Mini Episode: How We Hire Great Writers at Growth Machine

You’ve probably heard that a goal with content marketing is building trust. Today, we question that goal.

Tommy Walker, who previously led global content marketing at Quickbooks and was the first marketing hire at Shopify Plus, makes the case that you can’t measure “building trust” — and therefore, it’s not a goal.

We also discussed:

Leveraging the same topic across an entire year Shareable content as a goal How to extract meaningful insights from your metrics Show Notes:

1:40 - How do you know whether you’re building trust with your audience?

5:16 - The way people consume media and the effect it has on content formats.

7:54 - Tracking success and metrics among different forms of content.

10:32 - People tend to follow common patterns while reading written content.

14:46 - Getting executive buy-in for content marketing.

17:42 - Repurposing content without sounding repetitive.

19:44 - Tommy's 4 content marketing goals.

26:31 - Strategies to getting your content shared.

31:24 - What makes Mary Meeker’s annual internet trends report so successful?

35:25 - Confirmation bias in content marketing, news and media.