Interview with Dan Blank: Making Custom Content Marketing Actionable
Dan Blank is the Founder of We Grow Media, an online media consulting & training company. Dan works with writers, authors, editors, & journalists to build their online media & marketing skills. For 10 years, he worked as the director of content strategy & development for Reed Business Information, a B2B publisher and media company. I had the privilege to interview Dan after hearing him talk at Custom Media Day.
Brian Bierbaum: At Custom Media Day you spoke a lot about the importance of making content actionable? Can you elaborate?
Dan Blank: That statement reflects that there have been significant changes in media over the last 10 to 15 years. It’s no longer good enough for most businesses and most media companies to just create content and publish it, while claiming that it’s great content. Creating great, actionable content is definitely the key.
For most people that create content, there is a ton of work that goes into it – and most people are pretty good at executing it well despite there being so many moving parts. Most marketers would be relieved to know that it’s not that hard to create success (action) around what they’re already doing. For example, if you have an article on planning for retirement, you could take this to the next level by creating a checklist that allows users to set reminders for themselves.
Brian Bierbaum: It is funny you mention that example. We setup a personalized financial checklist for the California Teachers Association a few months ago. So in other words, the content is actionable and keeps the visitor moving forward, taking action, and in this case, hopefully improving their lives.
Dan Blank: Exactly.
Brian Bierbaum: How is the amount and accessibility of data changing content marketing? What advice would you give to marketers?
Dan Blank: The real question is ‘how is data shaping peoples’ lives.’ We are overwhelmed with data and data is not that hard to get. Even if you’re a consumer searching for very niche information, it’s not that difficult to find data or content of value.
The best advice I can give is to stop overlooking your own data (common problem in the media industry) and start setting goals around what you find. Having the data and not being afraid to change is big. Don’t be locked in just one direction. Realize the possible potential of your content marketing and change to fit with growing trends.
Brian Bierbaum: What do you expect out of 2011?
Dan Blank: Expect to see more small tests in social media as corporations shift dollars into social media budgets. You will likely see more copycat marketing campaigns (probably a heavy dose of Old Spice!).
