Happy birthday to one of the most inspirational women out there: Amy Poehler!
Content Marketing 101 Speaker Spotlight with Sunil Rajamaran
We’re back with expert input in anticipation of our boot camp, Content Marketing 101. This online event will introduce students to this growing field and will demonstrate how to build a successful brand or business around well-chosen content. Weighing in below is conference speaker, Sunil Rajamaran, Founder and CEO of Scripted.com.
1) What brought you into this field?
II credit a lot of my success to working from such a young age. I got my very first job when I was 15 as a tennis instructor in Cleveland, Ohio (where I attended high school). I never received an allowance, and my parents were adamant that I work hard to earn whatever it is I want to enjoy. My father is also a Silicon Valley veteran, he worked for Tymnet, and subsequently British Telecom in San Jose. A lot of my early exposure to entrepreneurship came from him.
2) What’s one way you try to brainstorm ways to market content?
Content marketing is becoming an increasingly confusing space and it’s becoming more difficult for brands and businesses to stand out from all the noise. Originality and innovation are both crucial for success when marketing content. I’ve found that the best ideas from listening to peers, industry influencers, in addition to my coworkers at Scripted.com. I source a lot of my article ideas from the conversations I have with Scripted.com employees in different departments.
3) Has there ever been a response to your marketing efforts that surprised you?
Recently we increased our customer activation rate by 33 percent. We did this by developing a detailed nurture program. This shows us that our clients want to be talked to, and are interested in the content we’re creating to engage and educate them on how to maintain a successful content marketing strategy through original content creation.
4) What is one tool you use to measure and track how well your marketing does?
Google Analytics is our primary tool to track our marketing efforts.
5) Are there any marketing campaigns that you or other companies have worked on that you find particularly exciting?
I really enjoyed helping the marketing team promote our nonprofit program, Scripted Foundation. We officially launched the program — which gives nonprofit organizations free and discounted content — in early July with a blog post and continued to promote it on social media using the hashtag #writingforgood. It was amazing to see all the inbound interest from nonprofits through this campaign, in addition to all the support we received from so many people.
Thanks for reading! Please come back next week for our next Speaker Spotlight and, in the meanwhile, don’t forget to sign up for Content Marketing 101!