Meet Reva Harris, Associate Marketing Manager at Purchasing Power—a voluntary benefit that enables American workers to pay over time via automated payments for consumer products, vacations & education—and the first in our series of Content Marketing Innovators. She’s one of the powerhouses behind today’s most innovative and effective content marketing. Check out her interview with ion below:
What is your approach to content marketing?
Reva Harris: I think of content marketing as a service – how can I provide people with information they need or fill a gap in what’s already out there? People want or need information to help them solve a problem or make their lives easier. As a content marketer, I have the time and resources to deliver that information. Of course, content marketing is still marketing. I can’t forget that fact. But when you start with what your prospects and customers need, the business will follow.
What content advice would you give to other marketers?
RH: Don’t forget to strike a balance between timely and “evergreen” content. It can be easy to get caught up in the trend of the moment, but that content will have a much shorter shelf life. I try to make my bigger pieces more evergreen and use smaller, more easily-produced pieces to focus on short-term trends and seasonal topics.
Why did you incorporate interactive content into your program?
RH: Interactive content sets us apart. Having our content hosted on interactive landing pages allows our audience to cut through the clutter and get the information that they want. On the back end, we can track their activity so we can know what is and isn’t resonating.
What’s in store for the future of content marketing?
RH: I think that user-generated content will continue to grow in popularity. Right now, it’s more of a trend in the B2C space, but it will find its footing in the B2B sector. People want to hear from their peers.
We think Reva is an inspiration in content marketing and we can’t wait to see what else she creates with interactive content. Check back every day this week to gain insight from more interactive content trendsetters.