Editor's note: Monica Norton is a finalist for 2017 Content Marketer of the Year. We'll be sharing ideas from all CMY finalists on the blog before the winner is announced at Content Marketing World in September. Many brands struggle to stay out of the spotlight in their content. T Photo Background Removing hey start out with good intentions to wait quietly in the wings, but over time the brand returns to center stage. Zendesk, however, has Photo Background Removing created a post that barely includes branding. Its new property, Relate, is all about improving professional
Relationships. In a growing library of c Photo Background Removing ontent articles, podcasts, print magazines, and in-person events the SaaS company's customer service product rarely makes an appearance. Monica Norton, Senior Director of Content Marketing at Zendesk and 2017 Content Marketer of the Year nominee, says the brand's publication, now in its second year, has been a huge success. website attracts over 40,000 visitors per month, has an email database of 10,000 people, and hosts in-person events that attract 2,000 attendees. sample zendesk website More than two-thirds (68%) of audience was not in the Zendesk database, meaning the brand is now reaching readers who might not have encountered the company on other canals. 68% of the audience for the new post @JoinRelate was not in
Zendesk's database, says @monicalnorto Photo Background Removing Click to tweet Light brand publications like Relate are ideal ways for brands to reach a wider audience, and even turn marketing from a cost center into a revenue generator. For those looking to head in that direction, Monica shares her key takeaways from two years at the helm of Relate: Choose the right audience and the right topic. Get (and keep) management buy-in to build the a Photo Background Removing udience first. Focus on consumption metrics before moving on to conversions. Get the right hires, but don't rely exclusively on full-time internal employees. Don't be afraid to go big. RELATED CONTENT AT HAND: How Adidas Creates Moments of Relevance Talk to the right people about the right things Choosing the right audience and topic for a branded post is crucial, both for its early success and its ability to drive business results. Monica insists that you want a topic that is communicated at a high enough level to reach a wider audience, but it also needs to be something your brand can talk about with authority. Choosing the right audience and topic for a branded post is crucial,