As a content editor and curator, I get the privilege of
talking to some of the brightest minds in the marketing industry. Afterwards, I
get to put their words together into a thoughtful, and hopefully, educating story.
This is by none by favorite part of my job and why I love what I do.
Last week, I was interviewing an upper-level marketer from
22squared, an agency out of Atlanta. Like any other interview, I prepared my
questions beforehand. One that I was nervous to ask dealt with whether or not
social media advertising is really worth it or if marketers just spend the
money so they don’t lose their budget the following year. Keep in mind, social media
advertising is a large portion of this man’s job, so I was somewhat stepping on
his toes.
Nonetheless, as any good journalist will tell you, to get
good answers, you need to ask good questions. This, my friends, was a good
question and you know what; I got a good answer.
His response was, “not only can I tell you that it is worth
it, but I can tell you exactly who is seeing your ad and who is not seeing your
ad. Anyone who challenges me or asks what my ROI is, I say bring it.”
In the journalism world, that statement is quotable. He not
only accepted the question, but was thrilled I asked it. It shows I am not
afraid to challenge the status quo, even in an industry that shines on
consistency, and my interview rewarded me with a personal answer.
Like any interview, the objective is to first teach your
fans something new and second to shine a light into the mind of your
respondent. Asking tough questions gives your readers an even closer look into
interviewee’s head. This tactic could be questionable in some industries, but
when it comes to marketing, the payout if well worth the investment.
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