Turning‌ ‌Insights‌ ‌into‌ ‌Advertising‌...

There is one thing that every marketer would say they need: content. But what makes for good content and what makes for the best content? Is it storytelling? Is it authenticity? What content drives engagement, versus what content is merely passable? Kristin Frank is a well-respected and highly-seasoned media expert, and after a 20-year run at MTV, it’s safe to say she knows a thing or two about content.

“My biggest advice is to not look at marketing, look at it as content. Make sure the story has quirks, make sure it's compelling, treat each individually as a separate piece of content, and be authentic to the platform. If you do that, you will have a relationship with your consumers that you can then speak to them in any way, and they will trust you.”

On this episode of Marketing Trends, Kristin, now the CEO of AdPredictive, explains why after a successful career with Viacom and MTV, she had the itch to ditch her comfy enterprise digs and roll her sleeves up with a startup. Kristin also explains why different forms of content resonate with various platforms, how to attack those different channels and how AdPredictive is playing a role in helping marketers turn insights into advertising. Enjoy!

Main Takeaways

• Not All Platforms are Created Equal: The way people absorb content differs greatly depending on what channel they are using and the way marketers push their content should accommodate those different behaviors. This means that your content cannot be a one-size fits-all approach. Your content must vary by channel to fit what the consumer is expecting For instance, a piece of video might work really well on TikTok and Instagram, but would not generate the same engagement on Twitter. When you are designing your content to fit within a certain channel you have a better chance of resonating with your audience.
• Don’t View Content as Marketing: Content should be used in the same manner as how you would tell a story. It needs to have quirks, there needs to be a story arc, but most importantly, you should treat every individual show, blog, or post as it’s own piece of content rather than try to group everything together in a larger push. 
• Can I Get Your ID?: Data visibility and data accuracy are two things marketers need in order to drive business values. When you have both accurate data and easily accessible insights, you can gain a better understanding of who your audience is, what their buying behaviors are, and what pieces of content get them to convert to your product.

---

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.