Exclusive interview with Andre Yee of Triblio
Successful content marketing is a mixture of art and science. The industry greats are wonderful storytellers, but they must also balance their artistic nature with a more analytical one. Andre Yee, CEO of Triblio, shares tips on merging the left and right brain in content marketing:
Tell me a little about Triblio’s origin story and what you guys do.
Our founding team is from Eloqua and Vocus and we have deep experience in marketing automation. Mike Ball and I had great success at Eloqua, and Jason Jue was similarly successful at Vocus, but we were all looking for a new challenge around the same time last year. When we explored emerging opportunities, we became convinced of two things – first, that the future of marketing was fundamentally content-centric and second, that the state of content marketing today was all about the art of content, with the distinct absence of data-driven insights that can inform content strategy. We think this is a missing piece of puzzle that needs to be addressed and started Triblio to address this.
Can you elaborate on the intersection of art and science in successful content marketing?
Most of the focus of content marketing today is about what I call the art of content – how to excel in storytelling, how to be a great copywriter, etc…
Modern marketing is about tapping the power of data-driven insights, but most content marketers don’t have access to insights that can inform their content marketing strategy. Here’s a simple example – if you can quantifiably determine what content topics are most engaging to your buyer, this can inform your content development priorities in the future.
Could you describe a campaign or some client work you are particularly proud of?
There are quite a few of our customers that are doing excellent content marketing. I’ll just name one. Parature (recently acquired by Microsoft) is a customer service SaaS vendor and an outstanding content marketing organization. They have the top B2B customer service blog in the industry through curating and creating high quality content on a consistent basis. Triblio helps them do this by identifying emerging stories that resonate with the customer service manager and measuring the effectiveness of the content that they share with their buying community. For instance, instead of just reporting on web traffic, they can now quantifiably determine which content pieces are most influential in lead generation. This is invaluable in proving the value of the content in generating leads and helps inform their content strategy.
As a sponsor of Demand Success 2014, what are you most looking forward to at the event?
We are looking forward to meeting other marketing leaders and practitioners – learning from them and also showing them how our platform can inform and boost their content initiatives
You are featured in the “Ignite Talk” portion of Vocus’ Demand Success 2014. Can you elaborate on what your role will be there?
I am going to be speaking on who owns the future of marketing – will it be the data geeks or the creatives that will ultimately prevail? It’s a relatively short talk conducted in the Ignite format which should make it very interesting.
Is there anything else you would like to add?
If you’re a marketer involved or interested in content marketing, you need to understand not only the art of content but also the science of content marketing. You need to join the ranks of the modern content marketer and I think the Triblio platform can help you get there. Please come by our booth and check out our product.