The Secret to Content Marketing: UnMarketing – Q&A from Scott Stratten

The more things change, the more they stay the same.

That’s never been more true for content marketers than it is today. Thankfully, there are unconventional marketers living and speaking (read: ranting) among us to guide the way and keep us honest about what really matters in business and to people. Scott Stratten is one of them.  Scott is the author of “UnMarketing: Everything Has Changed and Nothing is Different.” He is also a dynamic speaker.

I first heard of Scott and his work when I was interviewing a number of speakers from Content Marketing World earlier this year.  I was curious to get his perspective on how he consistently creates quality content. While I wasn’t able to meet Scott in person, he very kindly responded to my interview questions via email.

His answers delighted and informed me. I hope you enjoy his wit and wisdom too:

(HM) What information does your audience most want to read about? And how do you deliver on that?

(SS) We’re pretty unique in that we focus mainly on bad business instead of good. The UnPodcast is “The Business Show For The Fed-Up”. We’ve become the magnet for when a brand does wrong, our army of followers send it to us. You never want to be the name in the message “Did you guys see this?”

We deliver it through our weekly UnPodcast, blog (rarely), 5 books and 60 keynote talks at conferences per year.

(HM) How do you know what to write about? 

(SS) If we find it interesting, then so does our audience. We’ve always put out content we enjoyed, and then the audience qualifies itself.

(HM) How do you say current with industry trends in content marketing?

(SS) Always be consuming. To be a good content marketer, you have to be an insatiable content consumer. I never stop reading/watching/listening. That’s my only job. Strong newsletter subscriptions, Google news alerts and even smarter friends/colleagues/fans that curate great content, both directly to us and in their own feeds.

(HM) What combination of platforms are you using to curate and create content?

(SS) Weekly UnPodcast, blog, 5 books and 60 keynote talks at conferences per year. Post weekly on UnMarketing Facebook page (on average, no set frequency), tweet when we feel like it and wonder weekly why we use LinkedIn.

(HM) What are some of the problems that aren’t being addressed by larger companies in the area of content marketing?

(SS) Content is contextual based on the platform it’s published on. We uploaded a video of one of my rants. It got 250k views, which is great but should have been better. Knowing the context of Facebook video (versus YouTube) that you have to catch a potential viewer in a scroll on their news feeds, we re-uploaded the same clip, with a letterboxed view, complete with an attention grabbing headline that stayed on the video. It received over 14,000,000 views. No changes except the words on it.

(HM) What’s a common question you get asked a lot from your clients relating to content?

(SS) No idea, we have no clients 🙂

(HM) In your opinion, what is the most important element of storytelling?

(SS) There’s a reason most great stories are from humans instead of brands: companies can’t get themselves away from the mirror and realize it’s about the person consuming the story, not the one telling it.

(HM) What is your biggest content related challenge?

(SS) The debate between frequency and quality. We send a newsletter out every 6 months, but we should do it a lot more.

(HM) What does your research process look like when you’re writing about a topic you don’t know anything about?

(SS) Google 🙂

(HM) How do you see content evolving over the next 3-5 years?

(SS) Not much. Most people are predicting we’ll consume everything in VR/AR have a vested interested in it.

Bio

Scott Stratten is the President of UnMarketing. He is an expert in Viral, Social, and Authentic Marketing which he calls UnMarketing. Formerly a music industry marketer, national sales training manager and a Professor at the Sheridan College School of Business, he ran his “UnAgency” for a nearly a decade before solely focusing on speaking at events for companies like PepsiCo, Adobe, Red Cross, Hard Rock Cafe, Cirque du Soleil, Saks Fifth Avenue, Deloitte and Fidelity Investments when they need help guiding their way through the viral/social media and relationship marketing landscape. He now has over 175,000 people follow his daily rantings on Twitter and was named one of the top 5 social media influencers in the world on Forbes.com.

He has written four best-selling business books, the newest being “UnSelling: The New Customer Experience” which was just named “Sales Book of the Year” by 1-800 CEOREAD.

His passion comes out most when speaking on stage, preaching engagement and becoming one of the most sought-out speakers on the subject. Along with Alison Kramer, their UnPodcast has been signed by the CBS network as their premier business podcast to launch their new digital network.

His clients’ viral marketing videos have been viewed over 60 million times and he’s recently appeared in the Wall Street Journal, Huffington Post, USA Today, Entrepreneur Magazine, CNN.com, Inc.com and Fast Company and was named one of “America’s 10 Marketing Gurus” by Business Review USA. That plus $5 gets him a coffee anywhere in the world.


Follow UnMarketing on Facebook  or on Twitter at @unmarketing.

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