Rob Yoegel, Content Marketing Director at Monetate, spoke about “Using Social to Help Build a Kick-Ass Content Marketing Program” at a January Philly Content Strategy Meetup.

Monetate is a provider of marketing optimization and website optimization solutions. The company is based out of Conshohocken, PA and has clients across the following industries: travel, hospitality, technology, retail, consumer products, and financial services.

In a special Q/A post, Rob expounds upon key points that resonated with me during his presentation. The Meetup presentation is available to download below from Slideshare.

Q: How does Monetate leverage social media in their content marketing programs?

A: Social serves a number of purposes, but one of the primary uses would be as a distribution channel for our content. Like traditional newspapers or magazines relied on the postal service, we use social as a way to help make sure followers and fans receive our latest content. If you extend the analogy further, think of the pass-a-long value of a newspaper or magazine. We receive the same benefit when content is shared, retweeted, etc. You could even take it further when you consider we’ll use paid placements on social networks to assure our content is delivered when necessary. I guess that would be like paying for faster delivery with the postal service, Fed Ex, etc.!

Q: In the Meetup presentation, you advised marketers to move from behind their monitors. How could this benefit the content a marketer is producing?

A: So one could argue that social has made more of an impact on businesses than the Internet first did in the early 90s, but the problem continues to be people sit and sometimes hide behind their computers and forget about the real meaning of a “network.” As a content creator, when I tell others to move from behind their monitors I’m really referring to their social strategy. It’s not enough to collect followers, reply and retweet. You need to be a real person. It’s amazing the amount of friendships and business I’ve been able to foster by actually showing the people who follow me that I care about them and actually know who they are.

Q: As a publisher of content, what suggestions do you have for IMC practitioners beginning their publishing journey?

A: Don’t be afraid to make mistakes and to take chances. At the same time, know your subject matter, and know it well. For the longest time, I’ve tried to know a little about an awful lot rather than know one thing really well. Make sure to recognize right away you don’t (and never will) have all the answers. Instead, know where to find them. As Gandhi once said, ““Live as if you were to die tomorrow. Learn as if you were to live forever.”

Q: Who are your top five content marketing publishers?

A: I’m biased to what our team does, so I would put Monetate at the top of the list. My list would be longer than just five and I wouldn’t want to hurt the feelings of some of my friends. Keep in mind that even a great content marketing program will have its share of clunkers. We’re all human.

Q: SoLoMo (Social, Local, Mobile) is a marketing concept gaining traction within the industry. What are your thoughts on how brands could successfully integrate these three distinct and separate channels into one content marketing program?

A: Brands have to pay attention to mobile. Almost one out of three ecommerce website visits already come from a non-traditional device like a smartphone or tablet. The user experience is different as well, in other words, “tablet is not mobile.” Businesses of all shapes and sizes must recognize that and stay ahead of their competition. From a social standpoint, again any businesses not devoting resources of some type to social will be left in the dust.

Download the Meetup presentation, “Using Social to Help Build a Kick-Ass Content Marketing Program” from SlideShare.

Special thank you to Rob Yoegel for providing his insight and time for this special blog post! If you have any questions, please post in the comments section.