Content entrepreneurs come from all kinds of various backgrounds, with every bringing its personal distinct and beneficial perspective. Recently we shared our chat with Andrew Davis, whose historical past in tv conjures up him to suppose like a TV govt when strategizing his content material. Today we’re highlighting the insights of Margaret Magnarelli, whose ingrained journalistic mindset fuels a dedication to placing her viewers — and their belief — above all else.
Prior to becoming a member of Morgan Stanley as Executive Director for Audience Acquisition and Growth Marketing, Margaret served as Vice President of Marketing for Monster, and earlier than that she spent practically a decade on the editorial workers at Money Magazine, rising from Senior Editor to Assistant Managing Editor to Executive Editor.
Through this expertise, she has developed a eager sense of obligation to her viewers. She is aware of that belief is hard-earned and simply misplaced (or: gained in drops, misplaced in buckets). This is a central tenet of devoted journalists all over the place. I can attest as a fellow j-school grad: this discipline holds reality and accuracy as sacred beliefs.
At Content Marketing World 2019, Margaret will communicate on The Power of Trust: How to Build Credibility with Customers — and Convince Them to Buy. Ahead of her session, she starred in TopRank Marketing and CMI’s CMWorld preview expertise, the place she declares that as a way to put on an unforgettable present to your viewers, “Trust is your ticket to admission, and therefore needs to be treated as a main event.”
In an expanded interview with us, Margaret expands on her enlightened viewpoints as they apply to constructing belief, being conscious of phrase counts, balancing details versus emotions, and far more.
Margaret Magnarelli on Putting Your Audience First
1. Congrats on your current transfer to a brand new place! What does your position as Executive Director for Audience Acquisition and Growth Marketing at Morgan Stanley entail?
Thank you! My job focuses on the event of viewers utilizing natural channels. I oversee the agency’s social media and search engine optimisation methods, in addition to managing tasks that assist us optimize conversion charges. Basically, I’m excited about how we introduce new folks to our model, and the way we direct these folks to the providers that may assist them.
The spine of all of that is content material that exemplifies Morgan Stanley’s core values: main with distinctive concepts, giving again, placing purchasers first, and doing the appropriate factor. These values are the framework for the way we serve shopper and institutional purchasers. I used to be drawn to the agency due to its focus on relationships as buyer expertise, its emphasis on content material as a driver of selling, and its dedication to volunteerism and philanthropy.
While my background previous to this job was content material growth and technique, I took this position sitting alongside content material creation—and an unimaginable content material staff—as a result of I needed to dig deeper into the viewers facets of selling. After all, you may have the most effective product to promote and finest inventive to promote it with, however if you happen to’re not reaching the appropriate viewers you aren’t going to be efficient.
2. You have a background in journalism. How does this expertise affect your views on the significance of belief in content material advertising?
I’m positively predisposed to care about belief from my j-school coaching. As a journalist, you might have an obligation to be accountable to your viewers—to hunt out probably the most goal reality that’s attainable and to current an correct illustration of what you study. I really feel that very same obligation to my audiences as a marketer. In different phrases, I feel I’ve a extra customer-centric method as a result of that’s how I used to be educated in journalism.
Another factor: Journalistic writing requires proof factors, whether or not that’s supporting statistics, skilled quotes or telling anecdotes. These identical proof factors are wanted in advertising to help the brand-forward, top-funnel storytelling it’s essential do to draw preliminary consideration. Immediately after you’ve established contact, you want proof to indicate that you’ve the potential to do what you say you are able to do; in any other case it’s simply fluff.
Journalistic writing requires proof factors, whether or not that’s supporting statistics, skilled quotes or telling anecdotes. These identical proof factors are wanted in advertising. @mmagnarelli Click To Tweet
three. What different classes from serving in editorial position are relevant to your present content material focus?
I imagine each phrase counts. You can say the identical factor 1,000 alternative ways, and every one will convey one thing completely different to the viewers. Simple phrase alternative adjustments severely influence notion. So how do you select? Some of that’s intestine—“does this feel like our brand?” and “how do we take the way we talk to customers in real life and translate that to digital experience?”—and a few is science, like A/B testing language on a conversion module. You can take conversion as a sort of measure of belief.
four. What are a few of the greatest credibility-killers you come throughout when consuming advertising content material?
There’s nonetheless a number of advertising content material on the market that’s mainly “why we want to sell you this thing” relatively than “how we can help you solve a problem with what we sell.”
Social science signifies that benevolence is a key facet of belief. Does your content material present your viewers that you just perceive their drawback and that you’ve their finest pursuits in thoughts? This isn’t a heavy elevate to include into content material—merely acknowledging and validating the issue in your work can go a great distance. It’s not arduous however you don’t see it achieved as a lot because it may very well be.
In addition, I’m not an enormous fan of selling that’s 100% about constructing a sense. Today’s shoppers are smarter than that. Millennials particularly are a skeptical viewers; they’ll see by way of the gorgeous photos and snarky advertising copy. By all means, take them to an emotional place (aspiration, inspiration, hope, connection, and so on.) if that’s proper to your model—however ensure you give them the proof they should know that you just’re the appropriate alternative, that your merchandise work. Show information from impartial product research, embrace buyer critiques, point out third-party awards, share like-customer success tales, supply the choice of product walkthroughs.
5. Conversely, what are some ways and methods you view as most profitable for constructing buyer belief (particularly throughout early engagements)?
Back to the Millennial and Gen Z shoppers: All the analysis reveals that they’re searching for manufacturers that align with their values. So transparency is tremendous essential. The three important alternatives for transparency are value, course of, and provenance. What are you able to inform your clients about why your providers are priced as they’re, about how your merchandise had been made, and about the place they arrive from?
The three important alternatives for transparency are value, course of, and provenance. @mmagnarelli Click To Tweet
6. Which digital channels do you advocate prioritizing on the subject of cultivating a reputable and genuine model?
All of them! I feel your model wants to return off as credible constantly for folks to belief you. In reality, inconsistency throughout channels can erode belief, as a result of it might seem like you’re saying one factor in a single house and one thing else in one other. That stated, a very good rule of thumb is that the extra intimate the medium, the extra belief is at stake. Where somebody is signing up for an electronic mail e-newsletter from you—the place they’ve given up their electronic mail handle—they anticipate extra from you than they’d seeing your content material broadcast on a social channel. They anticipate a worth alternate, and whether or not they get what they thought they’d get impacts belief.
I additionally suppose the content material created for natural search is one other key space, since you might have the chance to draw somebody from a aspect door with a selected intent and 0 model consciousness; your reply to their query could have a big effect on whether or not you may be trusted on extra consequential issues. [Editor’s Note: We couldn’t agree extra!]
7. Which audio system and/or classes are you most wanting ahead to seeing at this yr’s Content Marketing World?
You can mainly throw a dart on the CMWorld schedule and have an academic and inspirational expertise! I’m excited to see previous buddies and favorites who’re too many to call, however I’m additionally going to focus extra on search engine optimisation and conversion matters this yr. Among those I hope to attend: Mark Zimmerman from PublicisSapient on search engine optimisation and voice, Christopher White from Capital One because it’s an identical monetary house, Val Geisler on lowering viewers churn, Dennis Shiao on constructing neighborhood, Adam Constantine from Pace on creating compelling social inventive, Katie Tweedy on evolving search panorama, Eli Schwartz on development experimentation, Wally Koval on creating an viewers for @accidentallyweanderson.
Change is the one fixed in content material advertising, and also you’ve received to have a development mindset to proceed besting your personal outcomes. I additionally imagine in a educating mindset, as a approach of paying it ahead for all I’ve realized from others. I do know there are tons of individuals within the viewers at CMWorld who’ve even higher concepts than I do, and I hope to see a few of them on the stage subsequent yr. If you’ve seen outcomes, you might have one thing to share along with your friends. Don’t be shy. Your neighborhood wants to listen to from you!
Change is the one fixed in content material advertising, and also you’ve received to have a development mindset to proceed besting your personal outcomes. @mmagnarelli Click To Tweet
Step Right Up and Be Amazed!
We’re wanting ahead to seeing Margaret take the stage on September 4th at CMWorld 2019, the place she’ll drive dwelling the facility of belief in at the moment’s content material advertising panorama.
As we depend down the times to the massive present, you will get your fill of superior content material advertising insights — from Margaret and lots of different audio system — by gaining free admission to The Greatest Content Marketing Show on Earth!