Content Marketing Big Picture Content Marketing – what’s next? with Ian Leslie (episode 129)

by April Buencamino-dy

Ian Leslie is the Editor in Chief at Bank Notes, the media arm of creator marketing platform #paid. 

With deep experience in both eCommerce AND Content marketing – we’re exploring the big strategic shifts to identify what’s working now.

Ian Leslie Banknotes Content Marketing

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Getting Into the World of Content

Ian took up journalism in school and got into digital marketing when newspapers began exploring content on a digital platform.

He eventually worked for a DTC brand, then moved to a SAAS company before ending up as the editor-in-chief of #paid’s media content arm, Banknotes.

At Banknotes, Ian’s been able to merge his love for writing with his eCommerce experience and SAAS knowledge.

New World Content Strategy

Ian says the digital space and eCommerce space have gotten crowded, and there’s so much you need to do in order to put out content and own your audience.

He shares their strategy at Banknotes, where they share domains with #paid, thereby bringing in the right readership that #paid wants to attract and market to. This kind of game plan doesn’t focus on driving people to the top of the funnel, but hones in on getting their readers to see #paid as a credible authority on eCommerce and more.

Focusing on Content Quality

Blogs shouldn’t be self-serving but should provide real value to the audience.

In the case of Ridge Wallets, the brand acquired a site called Everyday Carry, which is a site that talks about products for people who love the outdoors. It made sense for the Ridge to acquire the media brand because it put out content that’s interesting to Ridge’s market.

Authenticity is what matters today, and blog posts that are filled with CTAs are not going to cut it. So bringing a content site into the business is one way of leveling up your content marketing

Insider Tips

If we’ve inspired someone to take their first step with content – what do they need to know to give themselves the best chance of success?

  • First, identify your audience and find out what they’re interested in.
  • Second, figure out the channels they’re on and what type of content they consume.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve content performance?

The basics are the same, but make sure your SEO is right and that you’re optimising it.

When dealing with content, get into your search console and check that everything is working out.

If someone listening wants to learn more about content is there one cheap/free resource you’d recommend?

Ian says if you have an audio or video piece, transcribe it and make it a part of your content. He recommends a resource he uses which is, a transcription tool that can turn your interviews into articles.

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in content?

Traditional media arms are going to engage more on non-traditional channels, but as a whole, there’s just going to be more content across different channels.

It’s time to get more creative, produce more good content, and provide value to your audience.

Interview Links

Ian on Social media:

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