How do we identify a problem? How do we find the solution? Use your brands content to tailor a solution. We talk to Zora Artis about her career and how she solves problems with the right amount of content.
Listen to the full show below and read below for a preview of Zora’s insights.
Rakhal Ebeli: We had Stuart Leo on the show who is someone that I know you’re familiar with his work from past experiences and he was talking about the role of content from an inbound marketing perspective and he sees it as being a great solver of problems when a buyer or a customer has a hurdle in their experience or their user journey they use content to role out and try and resolve that challenge or that hurdle in the journey.
Do you have any examples of great content that’s done that in the past or ways that you’ve used content to overcome an issue or a challenge problem et cetera?
Zora Artis: Yeah, I do. Yes, Stuart, I did hear that podcast. Stuart was a client of mine when … in agency land when he was at [inaudible 00:15:20]. There is a particular example I go back to. This was a campaign that I developed the strategy for and did the implementation for and I undertook a contract with Victoria Police about two to three years ago and it was to recruit protective services officers at the train station so they are the guys with the … and the women with the yellow vests on the platforms.
It was a situation where the previous campaign that they had done … that had been executed in a way that was similar to the way you would recruit police so the problem was that you got a lot of applicants for those specific roles but a lot of them were not suitable for a PSO role because the sort of person that … the competencies that you need to be a PSO aren’t the same as the ones for a police officer so they’re quite different.
I developed a strategy that looked to that specifically and the content that we created was really useful in that not just the advertising work that we did but also the content that was available on digital platforms. We created a video game that we encouraged people to actually go to if they’re interested in the role they were encouraged to complete this game and the game was simple but it does has some specific sort of questions and it did it in different contexts and situations so they had to answer and then it told them if they were suited to the role.
What that did was, it weeded out the people who weren’t suitable so it qualified prospects which is a really important aspect of it. If you’re running a campaign, you’re obviously trying to attract as much inquiry as you can but you want qualify the inquiry. You don’t want the excess there because in the situation that we were in … the actual recruitment process takes a long time and it can bottle neck if you have the wrong sort of people in the mix so you need the right people there and it worked beautifully.
Rakhal: It’s a fantastic example for two reasons. I love that you used a computer game and it wasn’t just a bit of written content or video. There was actually some definite application of the use and interactive content there but I love the fact that you’re talking about self elimination there as well because this is not something that doesn’t always come up when we’re talking about consumer-facing content but when we are talking about application forms and so on where the ultimate decision lies with the company that needs to recruit or accept the application of somebody for something quite considerably important.
There needs to be a vetting process in place and it really has accelerated the capabilities of our clients in using content for the same purpose where it’s probably not the first thing you think of when you’re talking about creating content to eliminate a potential applicant or someone looking to achieve a particular end goal but it can be quite useful and content can be a great way of doing that because you do eliminate those people from the process that are not quite right for the role.
Zora: … because it was really important to be quite clear at the beginning about the sort of person you’re actually seeking to attract and the number of people who are actually successful through the process as well because it’s a commitment from them as well as the organization to do both so you had to be very clear so it’s not just we want thousands of people to apply for the role. That’s not the point. We want specific type of relevant people to apply for the role.