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 business. In line with the 2023 State of Advertising Report, 25% of entrepreneurs are planning to include interviews into their methods for the primary time this 12 months.
For the reason that pandemic, interviews have emerged as a mainstream software worldwide, spanning podcasts, movies, and social media channels.
I’ve been constantly using interviews as a worthwhile 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 tips about leveraging interviews in advertising, I encourage you to discover the 2023 State of Advertising Report.
The interview format
The interview format performs a pivotal function 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 12 months?”.
So, I run the Jam Classes: a sequence of dwell video interviews hosted by Rock Content material that includes iconic advertising consultants, trailblazers, and innovators. To call a number of, 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 the entire members got here collectively, asking questions and sharing private experiences.
By embracing the facility of dwell video interviews, we ship an immersive and unique expertise for our viewers, fostering significant connections and driving engagement to new heights.
How do I take advantage of 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 vital. Assume weblog posts, social media content material, advertising emails, nurturing workflows, and extra.
By masking a number of channels, you may increase your attain and interact along with your viewers throughout numerous touchpoints. Embracing an omnichannel method not solely enhances lead era and MQL conversions nevertheless it additionally lets you ship a complete 360º expertise that caters to your viewers’s preferences and desires.
The Stay-Issue
All of our Jam Classes are performed dwell, and to maximise their influence, I design a complete promotional agenda aimed toward producing a excessive quantity of leads.
However again within the days after I began the Classes, I believed 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 handle this, I’ve adopted a brand new method by extending the promotional interval for an extra week following the dwell broadcast. This enables me to capitalize on the trending matter 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 most effective 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 novel facet of the Jam Session episode. These emails cowl numerous parts such because the theme, the visitor, the Q&A portion, and extra sources.
Traditionally, our advertising emails have been the first driver of conversions for Jam Classes, constantly accounting for roughly 60% of the whole quantity.
This underscores the effectiveness of focused electronic mail campaigns in producing curiosity and engagement amongst our viewers, in the end resulting in a better attendance price for our classes.
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 particular person has simply expressed their curiosity in one thing created by you, your model, or your organization.
It’s important to reciprocate that curiosity and reveal your real engagement.
One efficient option to accomplish that is by enrolling the contact in an electronic mail nurturing workflow. Within the preliminary electronic mail, prolong 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 worthwhile sources, suggestions, hacks, free credit, tutorials, and different instructional content material, aiming to empower and educate the contact additional.
By doing so, I usually 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 submit
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 dwell session. Nevertheless, after incorporating the extra promo week, I started that includes them in a devoted weblog submit, full with the visitor’s insightful solutions.
Within the article, I rigorously curate unique questions that weren’t addressed throughout the dwell session, guaranteeing 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 superb alternative to make your content material evergreen, guaranteeing 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 nicely, charming the viewers and driving engagement.
Furthermore, social media platforms have confirmed to be extremely efficient for customer support and gross sales initiatives. In line with the 2023 State of Advertising Report, 29% of entrepreneurs are already harnessing the facility of social media for these functions.
This statistic highlights the rising recognition of social media’s immense potential as a flexible channel that permits direct interplay with clients, facilitates gross sales conversions, and fosters significant connections with the audience.
So far as the interviews, they’ve grow to be a cornerstone of my advertising success, enabling me to have interaction with my viewers on a number of fronts. As I proceed to evolve my technique, I stay dedicated to leveraging interviews as a robust software in driving success and fostering significant connections with my viewers.
Do you wish to proceed to be up to date with Advertising finest practices? I strongly recommend that you just subscribe to The Beat, Rock Content material’s interactive e-newsletter. We cowl all of the tendencies that matter within the Digital Advertising panorama. See you there!
