Recently, we surveyed 150 of the top content marketing influencers on how they are approaching content marketing today.
Seeing as they are the best of the best, we did not want to keep their insights to ourselves.
Larry Kim shared some incredible insights about how he thinks about content marketing.
He is a one-stop-shop guru on the utilization of Facebook Ads and messaging for marketing optimization.
Kim is the CEO of MobileMonkey, a platform that helps companies engage with customers using Facebook Messenger.
Check out some of his thoughts below:
1. What are the elements of a successful Content Marketing program?
Successful content is defined by the outcome -- stuff that people want to share, comment and click on. All the channels (SEO, ads, social media) have machine learning algorithms that surface content that people click on at a higher than expected rate.
Find your unicorns.
These are the top 1-3% of campaigns where something about the content is very catchy. People are clicking and sharing it. Then clone your unicorns and make unicorn babies.
2. What are the most common mistakes you have noticed marketers make with their Content Marketing?
Most marketers suffer from "donkey delusion syndrome" thinking that most of the campaigns they do are fantastic.
They aren't effective at producing remarkable stuff because they don't fully understand the difference between donkeys (average campaigns) and unicorns (remarkable marketing campaigns).
3. In your opinion, which brand does Content Marketing really well? Why?
There are so many, but off the top of my head:
- Dharmesh Shah - HubSpot
- Brian Halligan - HubSpot
- Brian Dean - Backlinko
- Neil Patel - Neil Patel Digital
These are the best of the best.
4. What is your favourite content marketing tool (or hack or resource)?
Facebook Messenger marketing is more engaging than email with 4-20x better open rates and click-through rates.
Use MobileMonkey to send messages directly to customers on the chat applications that are more popular than social networks.