Martech interview with the co-founder and CCO Knotch – Aron Tzimas
1. Can you tell us about your role at Knotch?
I’m the co-founder and chief creative officer at Knotch, where I oversee the product, engineering and marketing, essentially everything that is seen externally. When someone is interacting with our company, be it a product experience or they have seen some of our content that we have created, it is important to us that they have the same experience and receive the same message. Everything is connected.
2. Can you tell us something about your trip to this market?
Our mission is to give brands and consumers a voice online. On the brand side, we bring them content intelligence that uses data to make brands smarter and enables marketers to create the best content in the world. This part is crucial as the content is the voice of a brand on the internet. On the consumer side, we do this through our Knotch feedback unit, which thrives on content and gives consumers the opportunity to get in touch and communicate with brands directly.
3. How do you think technology is improving the marketing sector?
Technology helps creatives and marketers make their decisions and how they work.
The technology removes the barrier between web analytics and content marketing and enables insights to drive creativity and action.
4. How has the data-driven approach improved marketing overall?
Marketing is the interface between data and creativity. So if you have great, insightful data and information, you’re halfway there. It’s also really helpful as data takes away any guesswork, focus groups, or even lengthy research that marketers do and leaves marketers with more time to create great content and bring the idea of working smarter, not harder, to life.
5. Can you explain how your content intelligence platform empowers content marketing brands and professionals?
Our content intelligence platform is truly a data-driven insight powerhouse. Our unique, holistic data set captures qualitative, quantitative and contextual data from both paid and own content channels. This means we can offer marketers unprecedented insights. In addition, our content intelligence platform was developed by marketers for marketers. It speaks their language and shows the details that are important to them. In fact, we’ve designed our user interface, called the Content UI, based on the basic principles that are most important to marketers: It’s human, insightful, and effective. Everything we do is about empowering marketers.
6. Can you share some tips that can help our audience and create their content planning strategies?
Of course I would say use Knotch and Blueprint, our brand new product for competitive content analysis and market intelligence. Aside from using our content intelligence platform, I think the most important thing is to create goals for your content and measure everything. One of the most common questions we are asked is, “Was our content successful?” and the answer always depends on what you’re trying to achieve with that particular piece of content or campaign. The only way to tell if content is doing well is to measure it. The other tip I would offer is to consume as much content as possible and stay up to date on current trends. You can then make your content engaging and provide relevant information to your audience. Including content can be either useful or emotional, but just creating unique content in and of itself is key. The best way to create unique content is to know what the content is and then take the plunge to create something new.
7. How do you predict AI will play a role in the future of content marketing, and how are you preparing for an AI-centric world?
AI is really just an assistant. But it also plays a role in creativity.
Content marketing is a very creative art, and AI can help with content planning and predict trends in the market.
I like to think of it this way: in order to get in touch with people, you have to be a person that you create for others. What AI can do is provide marketing teams with the information they need to run faster and more effectively than in the past. I think we need to get into the AI-centric world as it ultimately allows marketers to be more efficient, create better content, and hopefully do a lot of the tedious work for us too.
8. What advice would you like to give other startups?
The best advice I can give is to invest in people. We always refer to ourselves as a group of outsiders. So it’s about diversity and making sure your business is a place where people enjoy working and where everyone is set up for success. Allow people to be themselves. When you give people the opportunity to be successful in their own way, all other things that are important to a business like productivity, goals, leads, etc. will follow suit.
9. Can you tell us something about your team and how they support you?
I would turn the question around and say that it is my job to support my team, not the other way around. When I judge myself by my performance, I look at how my team is developing. My job is to make sure that everyone who works with me has all the tools, creative spark, and the freedom to perform and work the way they need to. It’s more about how I can support my team than how they support me.
10. What important developments are you currently planning?
Right now, we’re focused on automating insights, forecasting trends, and building the dashboard of the future for content marketers. This begs the real question that this may not be a dashboard at all. I’ll leave it at that.
11. What work-related hack do you follow to ensure maximum productivity?
By far my favorite hack into this COVID reality from home is when I’ve recorded a video of myself focusing on a conversation, nodding frequently, and then using it as a zoom background in unnecessary meetings. This means that I can “be present” in meetings, but can also concentrate more on the things that I enjoy doing that, strangely, don’t go to meetings.
12. Which film inspires you the most?
Harry Potter. I watch it more times than I want to record (usually in parallel with reading the books) and I always feel like the world has a little more wonders than we think. It also allows me to be more resourceful, creative, and a little more vicious in everything I do. Chief Manager of Mischief would be my ideal job title. Chief Creative Officer is also a made up title that says much less about me.
13. What applications do you use on your phone?
I am super boring. The most used apps on my phone are Mail, Messages, Slack, Twitter, Spotify, and Settings (I spend way too much time in the Settings app). However, the camera app is my favorite. Seriously! The camera app is literally why the iPhone is what it is today.
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