Epic Content Marketing - interview with Joe Pulizzi (part 2)

Looking to recruit top talent?

As the man who originated the term ‘content marketing’, Joe Pulizzi knows what it takes to make your brand build customer loyalty. Read the final part of my interview with Joe...

How do you prove the value of your content marketing strategy and get executive buy-in?
JP: Executives buy in only after they see it work. Do a pilot programme with agreed upon objectives. Tell them how the programme will work and the metrics to expect. After a set period of time, review that with your team. If that doesn’t work, try fear. Do some research on what a key competitor is doing or a company that your executive team respects. Do some show and tell.

Is freeing your content the way to go or should we strive to capture and convert leads?
JP: It depends on the goal, but let’s put it this way: the vast majority of your content should be free and sharable. If you want to attract a new audience, putting it behind a registration form won’t work. No one shares content behind a firewall. So top of the funnel content should all be free. Mid-buying stage content, depending on what it is, can and possibly should be gated. Remember, we want an audience of subscribers, and at some point, we need to get them to subscribe.

Why content curate when surely organisations should be creating their own?
JP: Organisations should be doing both. Just look at the greatest media models of all time – New York Times, Wall Street Journal and ESPN – all those models have effectively used both. It’s not one or the other. 

Powerful content marketing is also a way of attracting top talent. This is often overlooked… 
JP: Great point. Actually that could be how you use content marketing for your business – to recruit new talent. Just look at how companies are using LinkedIn as a publishing platform for that exact purpose.

‘Slideshare is the most underused distribution tool.’ Give us your top tips to get started. 
JP: Simple: sign up for Slideshare PRO so you can acquire subscribers. Then look at consistently delivering content through that channel. Most likely, your organisation has a ton of PowerPoint presentations that could be used or modified for use in that channel.

What does the future hold for the content marketing ‘movement’? 
JP: We are still in early adoption phase, but the growth in technology is pushing marketers to do more, faster. I truly believe that in the very near future marketing departments will look and feel just like publishing companies.

Are you seriously suggesting that every company write its own book? 
JP: Blog, book and speaking. These are the three ingredients are the best combination to position yourself and your company as a true thought leader. The book may, in fact, be the most important of the three.

And finally, what’s the best piece of career advice anyone has given you? 
JP: If you try something and fail, you are vastly better off than if you had tried nothing and succeeded. And that was from the back of a sugar packet!

Joe Pulizzi is cofounder of the Content Marketing Institute (CMI) and author of several books, including ‘Epic Content Marketing’, his latest publication. 

You can subscribe to the Content Marketing Institute’s daily blog at contentmarketinginstitute.com and @CMIContent. Find out more about Joe and his work at joepulizzi.com and @JoePulizzi.

Epic Content Marketing - interview with Joe Pulizzi (part 1)

Have you got a plan of action for your content?

As the man who originated the term ‘content marketing’, Joe Pulizzi knows what it takes to make your brand build customer loyalty. Read part 1 of my interview with Joe...

Why are most brands still not getting the content marketing message?
JP: Most brands actually are starting to see this as important, but it’s a difficult change to make. The majority of brands (of any size) are simply not set up to tell consistent, engaging stories that build an audience.  

What’s the one biggest mistake that organisations are making?
JP: They think of content marketing as part of a campaign and stop the programme. If you ask me why most brands fail with content marketing, it would be because they stop.

Of all the many content types, which should I prioritise right now?
JP: I can’t answer that. Whatever you can commit to on a regular basis that has the most impact – could be a blog or a podcast or a video series. 

To be effective, content marketing needs to ‘enhance or change behaviour’. Easier said than done…
JP: Absolutely. That is why subscription is so important. Once you have subscribers to your content, you can begin to see what’s different between those that engage in your content on a regular basis versus those that don’t. The other issue is this: do you really know what you want your customers to do with your content? Having a plan of action for content is a true rarity.

We hear a lot about the power of storytelling. Can you distil in a few words what this means?
JP: There is not one person on the face of the earth that doesn’t like to hear a good story. What they don’t want is sales material. If you want to get and keep your customer’s attention, telling a story is a good place to start.

So we’re telling not selling. Therefore, you need also to have journalistic and editorial skills…
JP: Uh, yes. Marketers need to have the skills of what media companies have been doing for centuries. Finding storytellers in the company or hiring journalists and editors is probably a smart move for most brands.

How do you vie for your customer’s attention in today’s ultra-competitive, over-saturated market? 
JP: By becoming THE leading information provider for a particular niche. Don’t go broad with your content. You can’t cut through the clutter with general messaging. Go narrow and deep and become a truly valuable resource for your customers.

You talk about 'return on objective' (ROO) as the key metric. Explain your thinking…
JP: We know that most brands don’t have a documented content marketing strategy. So the first step is to define the overall objective of your content. What business challenge will your content marketing help to overcome? Return on investment (ROI) can seem so hard to overcome, so focus on a clear objective. For example, “For customers to spend X amount more money or to stay longer or to share more or to save us costs in some way.” Figure out what that is and then focus on the return on that particular objective.

Joe Pulizzi is cofounder of the Content Marketing Institute (CMI) and author of several books, including ‘Epic Content Marketing’, his latest publication. 

Read part two of my interview

You can subscribe to the Content Marketing Institute’s daily blog at contentmarketinginstitute.com and @CMIContent. Find out more about Joe and his work at joepulizzi.com and @JoePulizzi.

Struggling to make an impact at interview?

From CVs and interviews to landing that dream job, John Lees is an acclaimed careers author. This time I spoke to John about interviews and what it takes to get past this critical hurdle.  

Some people just seem to have a knack for interviews. How can I improve my chances of success?
JL: Don’t listen to meaningless advice like “just be yourself”. Often the answer is to change one thing about your performance and focus on the beginning of things – the beginning of the interview (sound clear and confident even if you’re talking about the weather) and the beginning of each answer. Prepare actual phrases when you plan answers so you know where stories will begin.

I interview well and have all the right experience and skills. What if I simply am not the right fit for the organisation?
JL: ‘Fit’ is usually about personality types and working styles. Offer examples of where you have shown flexibility, diplomacy and sensitivity so that you come across as someone who knows how to work so that you fit in.

How can I turn things round to my advantage if I don’t tick all the boxes?
JL: This should be clear when you try to get shortlisted. If you still want the job (perhaps as a learning experience), you’re going to have to work hard to translate what you have done into terms the interviewer finds credible. If you really don’t have the skills, you are probably not going to get far in the process. For most people the problem is that they don’t know how to talk about the skills they do possess.

I’m stuck for an answer and my mind goes blank. What can I do to remedy the situation?
JL: If this is an obvious question, prepare better next time. If it’s a serious question you haven’t anticipated, talk it through to buy some time, perhaps asking the interviewer what kind of example would be appropriate. If it’s an off the wall question, keep your answer light, even if it’s just, “I bet you’ve had some wild answers to that question...”

How do I deal with potentially awkward questions?
JL: Think about why the question is being asked. Oddball questions are often used to try to predict personality characteristics, fantasy questions are common. Although not good predictors of workplace performance, arguably they reveal the ability to be imaginative, improvise under pressure and maintain a sense of humour under fire. The question also touches upon the things in life that really motivate you, which is often revealed when you discover what people would choose to do if the need to earn a salary disappears.

How do I negotiate competency based or behavioural interviews?
JL: Interrogate the full list of competences and try to work out what really matters. Sometimes the order the information is presented gives this away, but it always pays to have a research conversation with someone who knows the job or organisation. Then prepare two stories to match each competence, so you have one as a back-up.

I’ve got through to the second interview. How do I impress now that the competition hots up?
JL: First interviews are generally a check on whether you can do the job, focusing on past experience and concrete outcomes. Second interviews tend to probe personality a lot more to find out if you will be a good fit in terms of the team and organisational culture. But they can also probe competences in a lot more depth: for example, at first interview you might be asked about your experience of team working, but in a second you could be asked about leading teams, difficult teams, or influencing teams which were failing to reach their objectives.

Any tips on how to deal with panel interviews?
JL: Preparation matters more here because the real work you do in the interview isn’t remembering material but simultaneously managing relationships around the table. Look at all the panel members not just the chair. With panel interviews, questions will often be more structured and limited, so you may not be asked follow-up questions – so your first answer needs to be concise but also needs to cover all parts of the skill or competence being investigated.

What about an interview for an internal role/transfer? How do the dynamics change?
JL: Treat them exactly like external interviews. Spell out what you did and where you did it – don’t assume that the person in front of you will apply or draw upon any knowledge of your work history. Also be aware that you may have to adjust any reputation you have in your workplace.

I’ve read that sending a letter of thanks post-interview is a good way to differentiate yourself …
JL: It helps to build a relationship and interviewers like to hear that it was an enjoyable but stretching process. The relationship enables you to ask, “Who else should I be talking to?”

Should I call back or email asking for feedback?
JL: Often meaningful feedback is not forthcoming. It’s better to get concrete feedback on your interview performance from a career coach or someone with hiring experience. If you do ask for feedback, don’t ask what went wrong or why you didn’t get the job. Ask for pointers to areas you might improve for future interviews.

What else can I do that will really make a big impression on a potential future employer?
JL: Learn to tell stories rather than convey information (stories stick in memory much more effectively) and give real, tangible examples which help an employer picture you doing the role.

Give me one piece of advice to take away from this interview.
JL: Decide in advance the 3-4 strong messages you are going to get across, no matter where the questioning takes you. And make sure you communicate them while you’re in the interview.

John Lees (@JohnLeesCareers) has written a wide range of careers books, including his latest publication, 'Knockout CV: How to Get Noticed, Get Interviewed & Get Hired'. You can find out more about John at johnleescareers.com

How to write a KILLER LinkedIn profile 2

How can you use LinkedIn to maximise their strategic networking power? Read more top tips in part two of my interview with Brenda Bernstein, author of the bestselling practical guide on ‘How to Write a KILLER LinkedIn Profile…and 18 Mistakes to Avoid’.

Would you recommend that I upgrade to a premium account to boost my chances of finding a job?
BB: As of now I believe upgrading is unnecessary, but LinkedIn is limiting functionality more and more for free members. There are some tools in the Job Seeker Premium that you might find valuable, so it’s definitely worth taking advantage of a one month free trial if you get an offer.

What’s the protocol for recommendations? Surely I shouldn’t have to ask…
BB: It’s perfectly appropriate to ask people for recommendations. You can even ask if you haven’t spoken to the person in years. A good rule of thumb: how would you respond if that person contacted you and asked for a recommendation or some other favour? If you would say ‘yes’ then chances are they would be happy to support you as well. Some people will agree to give you a recommendation and then not do it. They might just be ‘busy’ or have a block when it comes to writing. In this case, offer to have a phone conversation where you take some notes for them and maybe even draft something for their approval.

How regularly should I be sharing updates and do they all have to be related to my industry?
BB: Ideally, share an update at least weekly and as frequently as daily. Updates should be mostly industry-related, but a good inspiring quotation or article of any kind is always welcome.

Apart from joining groups (the Q&A section is no longer), how else can I demonstrate my expertise?
BB: If you write a blog you can post your blog articles. And don’t just join groups, ask and answer questions in your group discussions.

Should I be using tools such as SlideShare for presentations?
BB: SlideShare is actually owned by LinkedIn so LinkedIn wants people to use the site. I would encourage it as well if you have presentations that would be worth sharing with your networks. People appreciate it when you follow them on SlideShare too.

And finally, what’s the best piece of career advice that anyone has given you?
BB: Treat the receptionist well, both in your interview and at your job. If the person at the front desk likes you, you are many steps ahead in the game!

You can find out more about about Brenda at www.theessayexpert.com and @BrendaBernstein.

Of course, you can connect with her on LinkedIn!

How to write a KILLER LinkedIn profile 1

Brenda Bernstein is the author of the bestselling practical guide on ‘How to Write a KILLER LinkedIn Profile…and 18 Mistakes to Avoid’. Brenda was kind enough to answer my questions “in her best British English” (her words not mine).

Has the role of the traditional CV now diminished given the stellar rise of LinkedIn?
BB: In some circles CVs are less of a focus than they used to be but in most industries the CV is still requested as a first step in the job search process. CVs are put through computer programs to choose candidates for interviews. If you are called for an interview, you can almost bet that the interviewer will have your résumé in hand and grill you on what you have in that document. I believe the CV is an initial test to see if you are able to present yourself well on paper. Truly, writing a great CV is one of the biggest challenges of the job search.

Is it a case of copying and pasting my CV, sprinkling a few keywords to make my profile search friendly?
BB: No. Do not copy and paste items from your CV into LinkedIn and call it a profile. Remember that many people who look at your LinkedIn profile will already have seen your CV or will be viewing it shortly. So expand on the information in your CV rather than repeating it verbatim.

What’s the biggest mistake professionals make with their LinkedIn profiles?
BB: Not taking LinkedIn seriously. As a professional, you need to learn everything you can about this site and maximise its value.

What three things can I do today to build my personal online brand?
BB: Build a personal website, write a blog, and of course, write a KILLER LinkedIn profile! Google loves LinkedIn.

Do I really need 500+connections?
BB: Yes. The way the LinkedIn algorithm works, 500+ connections, in combination with effective keywords, will give you a fair chance of appearing in search results when people look for someone like you on LinkedIn.

If I’m unemployed, should I reveal this in my headline for example?
BB: There is great debate about this question and there is no perfect answer. You may choose simply to describe who you are, using your preferred job title and any important keywords that can help you get found on LinkedIn. Or you can include the phrase “Open to new opportunities”. Some recruiters prefer to know you are looking and others do not. You might try one way and then the other and see what works best for you.

The average age of a LinkedIn user is 41. Is this the platform for graduates or first jobbers?

BB: Some of those 41-year-olds are recruiters and hiring managers. So absolutely! Also some new features on LinkedIn are more specifically geared toward younger job seekers.

Read part two of my interview

You can find out more about Brenda at www.theessayexpert.com and @BrendaBernstein. And of course, you can connect with her on LinkedIn!