Content Marketing All-Stars Q&A: Eva Taylor of Hootsuite

By NativeAI / November 28, 2017
Hootsuite logo

No company understands the importance of effective digital content better than Hootsuite.

Given that the firm specializes in providing social media marketing and management tools, it is essential that its pieces clearly engage audiences and truly deliver results.

So, how does Hootsuite develop its best-in-class content? How does it approach judging the success of its own efforts?

Recently, we chatted with Eva Taylor, Global Social Marketing Manager at Hootsuite, to learn more about how the firm tackles content creation and measuring ROI.

Check out the full Q&A below:

Q: What is your background and what is your role at Hootsuite?

A: My background is heavily rooted in digital marketing, content strategy, and campaign management.

One of my earliest roles was focusing on digital content strategy for an agency. Then I worked with tech startups in the e-commerce space and media firms before joining Hootsuite earlier this year.  

My role at Hootsuite is Global Social Marketing Manager. I oversee our social media strategy and evaluate the ROI of our social efforts.  

Q: What role does digital content play for Hootsuite? Why is it being created?

A:  Doing social at Hootsuite, which is a social media company, requires us to be best-in-class. And content plays a big part in that. Everything we do on the Social team revolves around

More broadly, content is the basis for everything we do in Marketing. Content makes it possible for new customers to find us on search and social; and it’s what helps us keep our
existing customers engaged.

A big part of our strategy is to ensure that we focus on creating customer-centric content that adds value. And we also want our content to position Hootsuite as a thought-leader in the social marketing space.  

Q: What are the different content formats that you are creating?

A: We create a huge variety of different content types.

Our blog gets over a million visits a month, and we create a ton of content for that. We then use a lot of that blog content to inform our social content.

We’re creating much more than just text posts; we’re doing videos, infographics, guides, whitepapers, and webinars.

hootsuite content analytics and blog

Our users range from small business to large enterprises, so a lot of the content that we create is designed to speak to varied needs. We consider how familiar they might be with Hootsuite or social media in general, and want to make sure that we address the different stages our audience might be at. We want them grow along with us.  

Q: You said part of your role is evaluating the ROI of Hootsuite’s social efforts. How do you do that?

A: From a content perspective, there’s a lot that’s important. Traffic, leads, inquiries – we look at it all.

A key element is tying content performance back to business objectives.  So, pipeline, revenue,
leads, etcetera, are also key indicators of success for us.  

And engagement metrics such as likes, clicks, comments, and shares – depending on the content format – they’re all critical for understanding how our overall content strategy is working and what content is resonating with our audience.  

Taken together it also allows us to gauge how we’re performing.  

Q: Any learnings from all that analysis? What are some approaches that have worked well for Hootsuite?  

A:  One is simply tailoring content to each platform.

So, for example, if we’ve got a blog post we might turn that into a social video for our Facebook audience because we know that’s how they like to consume content.  

Another example would be LinkedIn, we’ll tailor our content there towards thought leadership, or maybe culture and employment opportunities at Hootsuite.  

It’s about understanding that different audiences on different channels have very different needs. We want to add value for the customer depending on where they are.

Understanding that has been one of the reasons why we see our engagement on social continue to increase and improve.

Q:  Do you have any favorite piece or pieces of Hootsuite content? What showcases what you guys do well?  

A:  There’s one I like because it’s really meta: we did a social campaign and then we used that as an example of how to determine social ROI.

We used several different content types to tell that one strong story across different channels, including posts, videos, whitepapers, and webinars.  

It started out at a high-level concept of what it was and why it matters and then it gradually became more sophisticated along the way.

So, we built a series of social videos which drove users to a collection of blog posts as well as a guide outlining how and why marketers should determine social ROI.

what is social roi

The campaign did really well for us in terms of engagement.  The shares, the views, everything on the social side was strong, and on the business side we drove a significant amount of influence on the pipeline and leads.  

Q: Are there any content or social media trends that you’re watching closely? Specifically, are there any formats, platforms, or approaches that you think might have a big impact in the next year or two?  

A:  Good timing with the question. We do a campaign around social trends every winter, so we were just talking about this.

A few things came up:

Video. That’s not a new trend, but the way that users consume content has really shifted dramatically in the last couple of years.  Videos have a big part to play in that. We expect to see more and more brands shifting to storytelling through video at all stages through the  customer journey.

I think another interesting one that we’re watching is personalization, specifically looking at
humans versus AI and automation.  So, how can an AI be a helpful tool for marketers when it comes to predictive analytics and setting up content at the right time in the right place?

All of this ties back to the evolution of social ROI. As customer behavior changes, it’ll be even more important for brands to expand their view to look beyond just direct attribution. There’s so much more to look at when it comes to social and content.

Written by NativeAI / November 28, 2017