On the Brand Storytelling podcast, we are joined by Joe Koufman, CEO and founder of AgencySparks, a matchmaker for brands and specialist marketing agencies. We dive into the question of what makes a perfect marketer and how do we know if we have hit the summit of perfection?
In an ever-changing industry with skill sets and job descriptions changing daily and new technology evolving at a never before seen pace, marketers are now faced with the challenge of adoption or adaptation when choosing the best platforms to build their audiences.
He also serves as a board member of the Atlanta Interactive Marketing Associaton (AiMA), the American Marketing Association's Atlanta Chapter (AMA - Atlanta), the Terry College of Business at the University of Georgia amongst other positions.
Listen to the full show here:
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In this episode:
- How to mix brand storytelling and content marketing into the perfect marketing blend.
- What channels should marketers be concentrating on with the explosion of content?
- Steps to take to increase your personal online footprint.
- The work AgencySparks did with the Atlanta Hawks to host an agency 'shootout'.
Preview of the show:
Rakhal Ebeli: I love the way that you've been able to use cross-platform technology, as well as bringing it into real life. You're able to capture the imagination, and essentially those leads through the content, and then bring it across to something more personal at an event. Events are becoming more and more a part of the experience, that online experience, that challenge to actually commit to another person, or in this case another agency, whether it be a relationship for business or pleasure. What was the ultimate outcome of that content marketing case study for your business?
Joe Koufman: We had 19 specific requests from a client to connect with one of the agencies that we work with. Ultimately, that was the largest goal, was to make connections between brands and agencies, and that was quite successful. By having marketers fill out the form online, that kicks them into marketing automation as well. We were able to then nurture those leads over time, and create relationships that could be much longer lasting than just Valentine's Day.
Rakhal: What do you think the learnings for our listeners around content marketing and brand storytelling were from that? You clearly had a really clear direction, a theme to the storyline that you pulled through from the video to the communication, to the invitations, to the live experience, in it was that matchmaking play on words. What would you say, more broadly, are the takeouts for our listeners?
Joe: I think we all are in the content creation business these days, but also content curation can be equally as powerful, and certainly a lot less work than creating content from scratch. For example, that weekly marketer's toolbox that we publish, we're constantly on the hunt for the next set of tools. Marketers really appreciate getting that content regardless of whether we created it, or just curated it. We like to mix content curation and content creation together for the ultimate ... Also, as you mentioned, multi-channel.
We're not just thinking about our blog, we're not just thinking about our emails and marketing automation, we're thinking about social, we're thinking about in-person events, it's the whole combination. I think that the new marketing ecosystem can be very, very confusing, and so my advice for marketers would be pick one thing, do it really well, start with that, do it really well, and then expand from there. Don't try to boil the entire ocean.