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Have you ever wondered how big brands do their content marketing? On episode 2.30 of Marketing Scoop we explore how Uber and Search Engine Journal select and run their long-term content marketing campaigns, specifically focusing on Uber’s “Safety and Access” campaign alongside Search Engine Journal’s podcast launch, and how they integrated their podcast into their live events.
Joining us for this one are:
Luis Rodriguez – a gentleman who is a highly versatile SEO and digital marketing expert as well as being Web and SEO Lead for Uber in Latin America
Kelsey Jones – a lady who loves great ideas and helping brands reach their potential. She’s the founder and chief marketing strategist of Six Stories, a Kansas City-based digital marketing consultancy, and StoryShout, the first and only news content marketing agency.
Here’s what we talked about:
0:40 Guest intros
1:10 Luis Rodriguez explains the background behind Uber’s “Safety and Access” campaign
3:00 Is Luis looking at paid promotion to expand the impact of his content marketing efforts?
3:50 How does Luis measure the financial value of his content marketing campaigns?
5:00 Kelsey Jones summarises the content marketing success that she achieved through launching the Search Engine Journal podcast
6:30 Was one of Kelsey’s key objectives of the podcast to try to get listeners to attend more offline events?
6:50 How do you measure the success of a podcast?
10:00 Introducing ContentMarathon.com
10:40 What is Kelsey’s process to select future episode titles?
12:30 What lessons can listeners learn from Luis’ content marketing campaign?
15:20 Is there any mistake that Luis made with his content marketing campaign that he would change in a future campaign?
16:00 What learnings did Kelsey take from past podcast episodes?
17:30 Are there any specific up-and-coming platforms that Kelsey intends to try for future content marketing campaigns?
19:35 How does Luis get past internal blockers to ensure that his campaigns happen?
21:15 Kelsey’s actionable tip
22:00 Luis’ actionable tip