Pradeep Chopra, CEO at Digital Vidya: Its widely claimed in the Marketing Industry that “Content is King”, and by default, content creators are by far the sole King makers out there. Promoting a brand through content is an arduous task and if done right, there is no limit to the results that can be achieved. Creating, manoeuvring and distributing content is not as simple as it appears on the face of it. It requires skill and strategic thinking make your content count in the space filled with enormous pieces of content out there.
We caught with Joe Escobedo, a Content Marketing Master to know about his views on the subject. Joe was crisp and concise in the conversation. Fewer words but great insights, let’s dive deep into the conversation.
For over a decade Joe Escobedo was a journalist and PR pro. He realized however that the PR world, as we know it, would likely die out in the near future. That’s when Joe made the move to Digital Marketing about three years ago. As his background was in communications and storytelling, Content Marketing seemed like a natural progression.
How did you get into Digital Marketing? What interested you in learning Digital Marketing?
Joe Escobedo: I got into Digital Marketing because I like a challenge. When I entered it three years ago, I knew nothing about Digital Marketing.
According to you, what are the advantages of conventional marketing over Digital Marketing? Do you think that Digital Marketing is a threat to the future of conventional marketing?
Joe Escobedo: The ability to track. I remember trying to estimate ad equivalent value when I was doing traditional PR. Now I can track exactly which customer filled out which form and even see the other pages they visited on a particular website.
Why do you think it’s important for entrepreneurs, marketing professionals and students to learn Digital Marketing today?
- For Entrepreneurs: to grow their business at scale.
- For Professionals: to showcase their success, with real-time analytics.
- For Students: to increase their chances of landing a job in marketing.
How do you stay updated on the latest trends in Digital Marketing? Which are the Digital Marketing resources (i.e. blogs/websites/apps) you visit regularly?
Joe Escobedo: I generally read anything by Neil Patel, Brian Dean and Rand Fishkin.
Team, Skills and Tools
Share about your 3 favorite Digital Marketing case studies. What did you like most about them?
- How Julia McCoy Attracted $4 million in client revenue through content marketing – It was an eye-opener to see the direct impact that content marketing can have on growing a business.
- “Day Zero” by Optum – This is just a beautifully shot, heart-wrenching and heart-warming story.
- The last one is not so much a case study as it is a best practice. Any time you can repackage or renew an existing piece and squeeze even better results out of it, I’m impressed.
According to you, what are the top 3 mistakes committed by organizations today in leveraging Digital Marketing?
- Doing digital marketing just because everyone else is do it. Instead, tie it to a business objective.
- Creating content that strokes their internal stakeholders’ egos instead of adding value to the respective audience.
- Producing content without having a strategy behind it. The old “my competitor has a blog so we should have one too.”
Between Agency and In-house, which approach would you recommend for maximum value of Digital Marketing? Why?
Joe Escobedo: I’m a bit biased as I’m a digital marketing consultant but it’s important that the in-house marketing folks have a solid understanding of digital so they can have productive conversations with their agencies or partners.
How do you ensure increasing Digital Marketing’s relevance and influence in the organization?
Joe Escobedo: Let the results speak for themselves. If you can prove to a client or boss that your digital marketing is helping the business, i.e. generating leads or sales, you won’t have to talk much.
Which are your 3 favorite Digital Marketing Tools?
Joe Escobedo: BuzzSumo, Similar Web, Google Trends
What are the top 3-5 skills you look for when hiring a candidate for Digital Marketing profile?
Joe Escobedo: Hunger to learn and grow. Strong copywriting skills. The ability to emphasize with and understand other people.
Views about Content Marketing
Content Marketing has become a buzzword these days. Is content really driving online business these days?
Joe Escobedo: I hope so or else I’d be out of a job.
What is your advice to people who aspire to take Content Marketing as a profession? What are the skills they should work on?
Joe Escobedo: Start writing now. It doesn’t matter what you write. Just do it on a consistent basis so you sharpen that skill. Also, start crawling in the heads of other people. How can you do that? Talk to people and find out their interests and what keeps them up at night. The deeper you’re able to crawl inside, the better you’ll be at developing content that relates to your specific audience.
Advice to Aspiring Digital Marketers
What is your advice for newbies, who are looking at building a career in Digital Marketing industry?
Joe Escobedo: Get your hands dirty. That means if you want to be a website developer then build a website in your spare time. If you want to be a SEO expert then optimize your club’s content for targeted keywords. Don’t wait for someone to give you the opportunity to learn something. Just go out and learn it yourself.
How do you see Digital Media evolving in future? What are the top 3 trends do you foresee for 2018?
Joe Escobedo: I’m no fortune teller so my three “trends” or pieces of advice for 2018 is to:
- Don’t chase shiny new platforms or technologies unless your audience is using it.
- Don’t create content without have a solid strategy and proper tracking set up.
Would you like to share few words about the work we are doing at Digital Vidya?
Keep interviewing digital marketing professionals far smarter and talented than me.
To know more about Joe Escobedo, you can check out his LinkedIn profile.
Are you inspired by the opportunity of Digital Marketing? Start your journey by attending our upcoming orientation session on Digital Marketing for Career & Business Growth. It’s online and Free :).