Over the previous decade in advertising, 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 trade. In accordance with the 2023 State of Advertising Report, 25% of entrepreneurs are planning to include interviews into their methods for the primary time this yr.
For the reason that pandemic, interviews have emerged as a mainstream instrument worldwide, spanning podcasts, movies, and social media channels.
I’ve been constantly using interviews as a precious advertising asset since recognizing their potential.
On this article, I’ll share my latest experiences of integrating interviews into my advertising technique, together with private outcomes and insights.
For additional recommendations on leveraging interviews in advertising, I encourage you to discover the 2023 State of Advertising Report.
The interview format
The interview format performs a pivotal position in fostering viewers engagement and producing impactful outcomes. It’s not by likelihood that video holds 50% of the solutions to “Which media codecs are entrepreneurs leveraging of their advertising technique this yr?”.
So, I run the Jam Classes: a sequence of reside video interviews hosted by Rock Content material that includes iconic advertising specialists, trailblazers, and innovators. To call just a few, 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 all the individuals got here collectively, asking questions and sharing private experiences.
By embracing the ability of reside 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 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 various codecs is essential. Assume weblog posts, social media content material, advertising emails, nurturing workflows, and extra.
By protecting a number of channels, you’ll be able to broaden your attain and have interaction together with your viewers throughout varied touchpoints. Embracing an omnichannel method not solely enhances lead technology and MQL conversions nevertheless it additionally allows you to ship a complete 360º expertise that caters to your viewers’s preferences and desires.
The Dwell-Issue
All of our Jam Classes are carried out reside, and to maximise their impression, I design a complete promotional agenda geared toward producing a excessive quantity of leads.
However again within the days once I began the Classes, 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 really missed it!
To deal with this, I’ve adopted a brand new method by extending the promotional interval for an extra week following the reside broadcast. This enables me to capitalize on the trending subject with out compromising upcoming launches or initiatives.
Now, you may 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 help the interview is certainly my best manner of maximize the outcomes.
Let me share some insights on what’s working for my technique:
On advertising emails
The promotional season for our Jam Classes spans a month main as much as the printed day, adopted by an extra week after the interview airs.
As a part of our technique, we ship out weekly advertising emails to our contacts, every highlighting a singular 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 emails have been the first driver of conversions for Jam Classes, constantly accounting for roughly 60% of the entire quantity.
This underscores the effectiveness of focused e-mail campaigns in producing curiosity and engagement amongst our viewers, finally resulting in a better attendance fee for our periods.
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 exhibit your real engagement.
One efficient solution to accomplish that is by enrolling the contact in an e-mail nurturing workflow. Within the preliminary e-mail, lengthen your gratitude and enthusiasm for his or her curiosity, offering them with related particulars and important hyperlinks.
Then, curate a sequence of well-timed emails to boost their total expertise.
Relying on the theme of the interview, I share precious assets, ideas, hacks, free credit, tutorials, and different instructional content material, aiming to empower and educate the contact additional.
By doing so, I typically come throughout people who’re actively looking 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 publish
All through the promotional season, registrants for our Jam Classes are given the chance to submit their inquiries to our visitor.
Initially, these questions have been completely reserved for the reside session. Nonetheless, after incorporating the extra promo week, I started that includes them in a devoted weblog publish, full with the visitor’s insightful solutions.
Within the article, I rigorously curate unique questions that weren’t addressed in the course of the reside session, making certain that the expertise extends to those that are genuinely . This highly effective intersection of inquiries and options is on the core of efficient advertising methods.
Social media
Social media platforms present a wonderful alternative to make your content material evergreen, making certain its longevity and continued relevance. In my expertise, when selling a Jam Session, I leverage common static posts together with partaking 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 properly, charming the viewers and driving engagement.
Furthermore, social media platforms have confirmed to be extremely efficient for customer support and gross sales initiatives. In accordance with the 2023 State of Advertising Report, 29% of entrepreneurs are already harnessing the ability 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 clients, facilitates gross sales conversions, and fosters significant connections with the target market.
So far as the interviews, they’ve turn into a cornerstone of my advertising success, enabling me to interact with my viewers on a number of fronts. As I proceed to evolve my technique, I stay dedicated to leveraging interviews as a strong instrument in driving success and fostering significant connections with my viewers.
Do you need to proceed to be up to date with Advertising greatest practices? I strongly recommend that you just subscribe to The Beat, Rock Content material’s interactive publication. We cowl all of the tendencies that matter within the Digital Advertising panorama. See you there!
