We constantly get questions about content marketing from our free and Pro members: on topics ranging from strategy, to proving ROI, to hiring & managing content teams, and everything in between. And to answer a few of those questions, we figured, who better to chat with than Andy Crestodina?
Andy is one of the true content marketing experts: over the past 18 years, he's provided digital strategy to over 1,000 (!) businesses. He's a top-rated speaker at national and international conferences, a writer for the biggest blogs, and the host of a content marketing podcast. And in addition to co-founding and serving as Strategic Director of Orbit Media (an award-winning digital agency in Chicago), Andy has written hundreds of articles on content strategy, search engine optimization, social media, and analytics.
In this discussion, Andy's sitting down with us to tackle these tough content marketing questions:
- How would you go about framing a content strategy for a SaaS product, from the ground up? Think totally from scratch — there is no intentional marketing at all around this product yet.
- We've been targeting a small set of keywords, and the content we've published for each of those keywords is ranking well. So...now what? How should my content strategy evolve, so I can continually grow qualified inbound leads?
- Our company has a very complex product and a strong opinion about the space we're in. So we're struggling to bring in freelance writers, or a content marketing agency, to help us produce content more consistently. How do you best onboard and educate third-party writers in this situation, or do you?
- Content marketing is a long-term investment, but our founder wants me to prove content's ROI based solely on the revenue it generates. Is this even possible? If so, where do I start?
- What are some ways to measure how our content impacts the health/engagement of existing customers (vs. measuring how it impacts the acquisition of new ones)?
