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It’s easy to take a knee jerk reaction to recessions and cut everything but the “essential.” Marketing efforts sometimes fall into that non-essential category, and content creation suffers along with it. Adam Lambert, Calendly’s Sr. Content and Digital Marketing Manager, suggests to do just the opposite—not simply out of self-preservation, but strategic positioning.

Adam isn’t saying businesses should go drop a chunk of capital on an agency or some other extravagant form of marketing. In fact, he recommends a two- for-one  approach. For instance, while video content can be a much more expensive medium, this kind of content gives you a lot of bang for your buck. You can repurpose video content in a myriad of ways: video → audio for podcast or audio snippet → transcript for a blog → pull out quote for a social post.

Best of all, companies that invest in “evergreen” content—assets that have a long life—will find their content working for them, without always having to prime the paid ads pump.

In this episode of Working (it out) From Home, Divvy’s VP of Brand, Michael Moulton, has a conversation with Adam about how to best go about developing that kind of content. So, block off some time on your calendar, and dive into the discussion with Calendly.

TL;DR

  1. Leverage your reach: Figure out what you can do within your reach and then execute
    1. As a brand/company
    2. Offer what you can
  2. Content creation: Invest in content that will have the longest life
    1. Employees
    2. Vendors
    3. Customers
    4. Community
    5. Investors
  3. Create scalable content
    1. Make it accessible to internal teams to share
    2. Templatize for easy/efficient building and repeating

Working (it out) from Home: Episode 3 Transcript

Adam Lambert, Sr. Content & Digital Marketing Manager

Disclaimer: Some of the transcript from the interview has been modified to read easier, however the content and intent remains unchanged.

Adam:

One tenth of Calendly users in January used web conferencing, total—Zoom, GoToMeeting, Google, etc. In other words, only one out of every ten users scheduled a meeting with one of those platforms. 

Fast forward to the present (May 2020), more than one-in-four users schedule meetings through Zoom exclusively.

How is Calendly?

Adam: 

I’m Adam Lambert. I’m the Senior Content and Digital Marketing Manager at Calendly. Our headquarters are in Atlanta, Georgia, and Calendly is a tool that helps people schedule meetings. 

Michael: 

So how are you doing? You know, I know Georgia is being impacted by this just as much as everyone else. 

Adam: 

I’m hanging in there. I’m trying to get out when I can, but because Atlanta is so urban and dense, you have to be careful when you go out.

So I wear a bandana around my face—like Mad Max—when I go out for walks.   

Michael: 

I know the feeling, feel like a villain every time I walk into a Walgreens.

What are you hearing from Calendly customers?

Michael:

You’ve mentioned that you’ve been seeing a lot of meetings shifting to being online digital meetings and web conferences. What else are you hearing from your customers? 

Adam: 

Oh man. They just want help getting started. There’s so many new people trying out  Zoom and Calendly for the first time. We’re seeing it, especially among teachers like educators—from high school teachers to postsecondary educators of all types. 

We’re seeing a lot of recruiters use it as well due to the amount of talent on the market. 

People are just not accustomed to working from home or adopting these tools now. That’s the biggest thing we’re seeing, and we’re just trying to help those folks—especially the educators. 

How have you seen the market shift over the past months?

Michael: 

How have you seen, you know, the demands of the market shift over the past few months? 

Adam: 

Everyone is in pivot mode, right? That’s what everybody’s had to do.

No matter what type of business you have, we’ve all had to put out a response to this pandemic. 

It’s about trying to remain positive—to do what you can to affect change within your purview. 

It’s up to businesses to figure out what you can do within your reach: what’s within your reach to do as a brand, as a company. Do that and then tell people about it. Figure out where you are in the market and how you can help. Not trying to get someone into your funnel—not trying to ultimately make them a paying customer. It’s just to offer them help. 

So as much as we’re dismayed by looking at the inbox right now, that says, “everyone’s here for us.” A lot of these companies are offering free tools right now, or free features that can be helpful.

Michael: 

Well, I think that’s a really good perspective.

What are some advantages of content marketing?

Michael:

What are some other advantages of content marketing? Lay a baseline for people, so they kind of see the true value of it in a situation like this. 

Adam: 

Content marketing is kind of the only marketing that exists right now while we’re all indoors. It goes out into the world—it’s evergreen. It is present when you’re not. It’s selling when no one’s there and everyone’s asleep. Content marketing just works for you. It’s a long-term play.

Content marketing is kind of the only marketing that exists right now while we're all indoors. It goes out into the world—it’s evergreen.

What areas should businesses invest in right now?

Michael: 

What are some areas in which you think businesses should invest right now? A lot of being really frugal with their funds and, rightfully so, but where do you think some brands should invest?

Adam: 

I think they should invest right now and let their customers talk for them, preferably on video. Now it’s going to depend where your industry really lives and where the watering holes are for the customers you want to be speaking to. 

But I’d make a bet on video. And the reason I say video is because of how you can repurpose video content: you can extract the audio, you can transcribe it for a blog, you can pull insights out of that blog and make little social hero cards, and so on.

If you start with something that has a little bit larger of an initial hump, like video, it’s a little more money, but you can actually pull more assets out of it than you think you’re getting upfront.

Another point I want to mention—I think people forget this, and it’s a really simple fact in marketing—is that the second largest search engine in the world is not Yahoo, it’s not Bing, it’s YouTube. So when people go to Google and can’t find something right away, they go look on YouTube.

Michael: 

I love putting that perspective on it, because it really is. When I can’t find something on Google, I’m jumping to YouTube to find out how to educate myself.

What advice would you give to a company that is new to being online?

Michael:

What advice would you give to someone at a company that is new to being online? How would you recommend that they get going on content marketing?

Adam: 

My two pieces of advice would be to—when you’re scheduling things out—make sure that’s in a public forum. Put it somewhere internally where other marketing and sales team members can access it so that they can easily share and promote it. 

And, two is to “templatize” things as you do them. So when you make a social card for a customer quote, templatize that where I can just change the text. You can do it in a Keynote or in Google Slides—it doesn’t matter. Figma, is another great tool for collaborative design as well. 

I would just say to templatize things for your benefit, no matter what it is, make sure you have some process to go back to. That will really increase your efficiency. 

Anything else?

Michael: 

Thank you for your time. Is there anything else that you’d want to add? 

Adam: 

I would just encourage people to create a Calendly account. If you’re working and you’re fortunate enough to have a job during this time, if you’re having meetings and scheduling meetings at all, you can use Calendly. 

Michael: 

Thanks again and good luck out there. 

Adam: 

Good luck, Michael. All my best to everyone at Divvy.

Michael: 

Same to everyone at Calendly. Thanks again.

For more real-world advice from business owners, check out WFH Episode 2: Greg Star, Co-founder of Carvertise.

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