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Romanian advertising professional Robert Katai explains how one can get essentially the most out of your content material

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There’s loads of recommendation on the market on how one can seize folks’s consideration, however there’s one side of selling that Robert Katai thinks isn’t talked about as usually: sustaining their consideration. The answer, he says, is a mix of content material technique and positioning.

Primarily based in Romania, Katai is thought for his podcasts and speeches masking the gamut of content material advertising. A product supervisor at on-line graphic design platform Creatopy, he additionally works with purchasers as a contract content material strategist, and it’s on this capability that he was advisable to ahosti by way of our progress marketer survey. (You probably have progress entrepreneurs to advocate, please fill out the survey!)

Katai was advisable by a number of Romanian purchasers and contacts who vouched for his content material technique prowess, so we have been curious to know extra. Who’s he? And is his recommendation relevant past borders?

The brief reply is sure. In a freewheeling interview, Katai spoke about how content material advertising ought to combine with customers’ each day lives, and the way content material may be repurposed throughout a number of codecs. He additionally shared some insights on the booming Romanian startup ecosystem.

Editor’s notice: The interview beneath has been edited for size and readability.

TC: How do you assist your purchasers as a freelancer?

Robert Katai: One of many two issues I’m doing is that I’m serving to purchasers with creating their content material technique primarily based on their goal. You will get internet visitors, however you can too create a message and construct the model. You don’t have to begin firstly; You possibly can rebuild the model later.

As an illustration, I’m working with a Romanian outsourcing firm that began in 1993. They pioneered this business in our metropolis of Cluj-Napoca, however recently they began to appreciate that they need to be extra enticing from a gross sales in addition to from an worker perspective. So I labored with them to carry out an inner audit to see why staff love the corporate, why they depart, why they keep and what they need from the corporate.

Robert Katai

Picture Credit: Robert Katai.

From there, I obtained to the concept that they wanted to reshape their model to not simply have folks discover them however to additionally preserve their consideration. And right here comes the content material: I began an envoy program, as a result of there are folks outdoors of the corporate who find it irresistible.

I additionally advisable they create an inner print journal. It’s a really well-designed journal that their 200 to 300 staff can take dwelling and browse. It’s not simply concerning the job; it’s additionally about their hobbies, issues to do within the metropolis and a few thought management articles that may encourage them to have a greater life.

What’s the second means you might be serving to purchasers?

Aside from content material technique, I’m working with purchasers on their positioning for his or her viewers, neighborhood and market, but in addition generally when it comes to employer branding. Content material could be a bridge between the 2 methods I’m serving to purchasers, as a result of I’m utilizing loads of content material advertising right here and never focusing solely on efficiency or progress advertising hacks. I’m serving to them perceive that in the event that they need to set up a memorable, long-lasting model out there, they need to make content material advertising a part of their life.

In the event that they need to reposition themselves within the business, they should say: Okay, these are the sorts of content material we now have to create for our targets; who will amplify the content material, who will join with us, and who will devour the content material. Right this moment, content material creation is free — all people can do it. The onerous half is the way you distribute and amplify that. And right here’s how I will help the startups: Make an enormous piece of content material and repurpose it in a number of small items; get it in entrance of individuals in order that the model is on their minds.


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How can manufacturers obtain that top-of-mind standing?

Everyone knows that there are 4 sorts of content material: Textual content, video, photos and audio. These 4 codecs by no means die. The platform can change, however the format will keep the identical. A video may be an Instagram Reel, a documentary or one thing else, nevertheless it’s a video. The identical goes for a photograph. So the content material technique I’m working with is how manufacturers can use that content material ecosystem.

After I work with my purchasers — and likewise with Creatopy the place I’m a product marketer — I like to recommend them to make use of content material to construct their model and be seen to their customers day-after-day of their feeds. Each morning, when their clients are waking up and checking their telephones, they don’t open a newspaper. They are going to open Twitter, Instagram or Fb, and perhaps then after they get out of the lavatory and make espresso, they’ll open YouTube and join with Alexa.

I actually consider that manufacturers ought to create content material that may simply be within the thoughts of the consumer. Snackable content material, Reels, TikTok … It doesn’t matter what we name it.

You additionally talked about repurposing content material. Are you able to clarify that?

Let’s take the interview you’ve carried out with Peep Laja. You could possibly have recorded it as a video. And he coated a number of subjects, so you can have a number of brief movies — 30 seconds, three minutes, no matter. You possibly can publish them each day in your web site or social media channels with a remark that claims, “Right here’s the hyperlink to the complete article.” However do not forget that on LinkedIn, that hyperlink might want to go into the feedback part, not the submit itself.

It’s also possible to have an extended video which you could publish on social media or on Wistia, asking folks to provide their electronic mail — so now you even have subscribers.

Then the second kind of content material you’ll be able to create is audio. You have already got it from the recording. You don’t need to publish the complete 45-minute dialog, however you’ll be able to have a five-minute audio clip, and once more hyperlink to the articles.

Now we now have video and audio, however what for those who additionally designed quotes along with his headshot and messaging? If it’s a part of a sequence, you must also give it a reputation.

And it’s not simply motivational; it’s instructional, too, so you must take these quotes and create carousels for Instagram and LinkedIn. The primary slide ought to seize consideration — it may be a query. The second slide could be a hyperlink to the interview in order that even when folks don’t click on it, will probably be on their minds. Then you’ll be able to have slides with insights.

The final slide will at all times be a name to motion: Asking folks to share, remark or put it aside for later — it’s the brand new foreign money on Instagram! And after you have your Instagram carousel, you create a PDF and publish it on LinkedIn.

So now you’ve got 5 codecs of content material from one piece of content material.

Wow, how a lot will we owe you?! Simply kidding, we really do a few of that for the Fairness podcast, as an example. Now, what different recommendation do you’ve got for startups?

I’m an enormous advocate of documenting the method. Simply think about if Mark Zuckerberg had carried out that and you can learn how he launched Fb and so forth. Noah Kagan is doing that proper now. I feel startup founders ought to do it, not simply from the PR and advertising perspective, however for his or her viewers. Even when your viewers isn’t paying on your product proper now, they’re staying with you and giving your model an essence within the business.

Simply take into consideration what Salesforce is doing proper now: They launched Salesforce+, which is like Netflix for B2B. It’s to get the eye of execs and likewise preserve it, and I consider that is the foreign money of the massive firms at this time: Folks’s consideration.

Do you’re employed with any startups in Romania? And do you’ve got any impressions to share on the Romanian startup ecosystem?

Sure, I assist a couple of Romanian startups with their content material advertising and positioning. Generally different startups electronic mail me with questions, so I assist them, too, however I don’t cost for electronic mail recommendation. I work with those which are in search of a long-term or project-based collaboration.

Startup founders right here in Romania are curious, and really brave to experiment even when it gained’t essentially work. And Romanian startups are very sensible. As an illustration, Planable is doing a terrific job with content material, social media and positioning. We even have social media analytics firm Socialinsider, which this 12 months launched digital occasions, and TypingDNA, which desires to eliminate needing to log in with passwords and was based by a former colleague.

I additionally discovered that the founders right here work tougher than their groups and don’t simply depart others do the work — not less than those I’ve met. We have now a number of startup occasions in Romania: Easy methods to Net, and Techsylvania right here in Transylvania.

I don’t like this title, however folks say that Cluj-Napoca is the “Silicon Valley of Romania.” A lot of startups have been launched right here, however the metropolis that’s getting an increasing number of traction is Oradea, the place the guess on schooling is paying off.

(If you’re a tech startup founder or investor in Cluj or Oradea, fill in ahosti’s European Cities Survey 2021.)

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