In this Research NXT interview, the CMO of Strossle, Rickard Lawson, talks about how new age marketers can engage with prospects using content that is human, relatable and not too formal. He emphasises that marketing is as much about aligning the internal organisation as it is about external communication. Additionally, from a technology perspective, Rickard believes in simplicity and advises not to fall for every new fad.
Key highlights
What this conversation covers
- Internal organisational alignment to achieve inclusive marketing success.
- The importance of setting the right content marketing goals.
- How not to use new tech as a solution looking for a problem.
New tech is often just a solution looking for a problem. Do not respond to every new fad.
What, according to you, are the most significant trends around content consumption in your industry?
Strossle is a media technology company. We are committed to and invested in creating and sustaining a robust media industry. Interestingly, we see that there is an emergence of new, high-quality media brands that influence the way we ourselves consume media, within that industry. Just in Norway, where I am based, there has been a surge of niche media companies in tech, media and the advertising industry. In sum, these create a more diverse media landscape, but also heavily influence how content is consumed.
What are the new skills marketers in your industry will need going ahead into 2020?
Our sector is built primarily on product quality, but that is just a hygiene factor now. Understanding and empathy with client goals are at the core of both product and business development; however, being able to communicate how we add value to them in their daily operations is the key. Advertising alone cannot achieve this, as the entire organisation, from sales staff to tech teams to the boardroom, is involved. Marketing is as much about aligning the organisation as external communication.
How, according to you, should a CMO approach investment in content marketing with so many options around?
Be human. B2B and B2C are only different in the sense that we think of the client as an entity. However, the driving force behind those entities is still people. Creating great content is about adding value to the lives of people. Far too often B2B marketing becomes bland or very professional, and I hate seeing that. The best content is always something that the audience can relate to without being too formal.
Now that content marketing stacks have become the norm, how do marketing teams manage so many tools seamlessly and concentrate on the actual creative work of content marketing?
There is far too much hype around new technology and solutions in the stacks of marketers. Find, and keep, a simple way to track your marketing output and stick with it. Adding software and solutions for every conceivable aspect of content, or any other form of marketing, means you are just updating your tools and not getting any work done. New tech is often just a solution looking for a problem. Do not respond to every new fad.
Do you truly believe and see value in research-based content marketing as a winning strategy?
I see the value of a clear job-to-be-done role for content. Having a clear goal for every piece of content, in terms of what the reader should perceive differently after engaging with it, is half the job. Measuring that goal is the other half. If you focus on that, you can create great, lasting content that moves the needle for your brand.
