summer / 2018

The magazine of branded content
Never stop learning
Juliet Stott
Travis Wright on the Martech landscape
Juliet Stott
Aug 24, 2018

Travis Wright is the co-author of Digital Sense and co-host of the Bad Crypto podcast, which in its first year created over 200 recordings, interviewed over 200 people and got over five million downloads. Here the Martech specialist talked to Content Magazine about blockchain, the best content tools out there and why you should never stop learning.

Content: What is blockchain and how will it benefit marketers?
Travis Wright: Blockchain is essentially an open database. When a transaction happens, it gets placed in this transparent database. Everyone who has a copy of the database gets updated.

There are a lot of ways marketers will benefit from this technology, and one of the most compelling is the use of cryptocurrencies.

Blockchain gives marketers new mechanisms to reward fans and advocates with cryptocurrencies, or tokens which they can use to gamify loyalty. For example, if the customer purchases items/tickets they can earn tokens or currency, which can be used to either sell on a secondary market or to interact further with your brand; such as gain access to limited edition content/products.

Sports teams like Kansas City Chiefs can give out tokens every time someone buys a season ticket, food/beer/merchandise. These tokens can be exchanged for money-can’t-buy prizes like limited edition jerseys, or a video call with their favorite football player.

Which marketing companies are innovating in the blockchain space?
Jeremy Epstein, who runs a company called Never Stop Marketing, has put together the marketing technology landscape for blockchain.

Although it’s very sparse right now, compared with the marketing technology landscape which has about 7,000 different companies on it, the Martech landscape for blockchain has maybe 50.

Two to watch are:

Presearch, which is almost like Google, but every time you search on it you can actually earn crypto.

Brave is a new browser by the founders of JavaScript and Firefox that eliminates most advertising on the platform. It has created a ‘basic attention token’, which is rewarded to publishers based on how much time viewers are spending on certain sites.

You say marketers need to move from a ‘Mad Men’ to a ‘Math Men’ approach; why should marketers pay attention to data?
Data is so important; if you’re not measuring what you’re doing, then it’s hard for you to actually prove how successful you’ve been.

You need to continually look at your Google analytics: what’s the traffic on your site, what are the key words that people are clicking on to come to your site? When they come, how long are they there, are they bouncing really quick? Maybe the content on your site’s not relevant. Do you have a good call to action? If you don’t have a good call to action, test some.

If you’re not testing and iterating and if you’re showing the same message to everybody who comes to your site, then you’re just doing it wrong and you’re missing out on opportunities.

Personalization’s key, so I would suggest that somebody within your organization needs to be held responsible for that and making sure that you are optimising where you can, using data where you can and using those end insights to become a better marketer and actually help create more sales and more opportunities, more leads for your business.

Should brands vary their content, depending on where their customer is on their journey?
Absolutely. There should be different types of content shown to the customer depending on whether they are top of funnel, middle of funnel, bottom of the funnel.

If you’re trying to sell to somebody or convince them then you probably need a decent white paper for research, you need good videos, relevant blog posts that use key words, that revolve around the problem that your customer is trying to solve.

If you’re trying to build awareness for people, maybe infographics and eBooks will be best.
If your customer is getting close to buying you need to show them ‘why they need to buy now’ content, such as some case studies or an analyst paper from Gartner, or some data sheets, or a buying guide, testimonials, ROI calculator or maybe give them a trial.

Then, once they’ve bought, don’t stop the content now. You still need to be feeding them because your customers are your greatest potential salesmen. Potentially, they’ll be talking about how great you’ve been and how you’ve helped them. So, you need to do video tutorials, helping them get on-board and then helping them become successful. The idea is if you help them you can turn them into advocates and influencers for your brand.

What are the best content marketing tools out there?
One size doesn’t fit all. What you need will depend on what you are trying to accomplish, the type of business you are, and who your customers are.

But some of the great tools are:

BuzzSumo: You can see trending articles from the past day, past week, past month, the past year on particular topics. Who wrote them, what publication it was in, how many links it got, how many Facebook shares, Twitter shares, LinkedIn shares, Reddit shares, etc. Who the author of the post was, and who shared this piece of content. This information can be used to reach out to relevant audiences.

DivvyHQ: Is the complete content marketing planning tool, which is pretty great.

ClickFunnels: Is a pretty solid marketing funnel tool, it allows you to really do some pretty interesting things.

Uberflip is an interesting tool for some lead generation.

Stackla is good if your brand is one that your customers love to take photos of your gear and share them online.

Cloudinary is good if you’re an e-commerce business that have a tonne of images on your site, or if you’re a big blog where you have a big image.

Zemanta is an advertising tool. It basically pulls in all sponsored posts and allows you to distribute them across all of the various platforms.

Should marketers be prepared for continuous change?
The marketing and technology world does not sleep. If you are not a fan of research, learning, continually stacking new skills, and testing and trying things out, in this next decade you will become obsolete.