CMWorld Interview: International Marketer Ian Cleary Talks Technology & Engaged Online Audiences

By Ashley Zeckman

Successful marketers aren’t born overnight. It takes grit, determination and hard work to navigate your way from noob to expert.

Additionally, the experiences that you have and the lessons you learn outside of the marketing field can impact how you look at and approach your marketing. A shining example of someone that has built a successful marketing career after working in a vastly different field is none other than RazorSocial Founder, Ian Cleary.

Like many speakers at Content Marketing World, Ian is a delightful mix of marketer and technology expert. I was able to catch up with Ian recently and gain some insights into his past in the software industry, his favorite marketing tools and his taken on building an engaged community.

How do you think your experience in the software industry has guided your career as a marketer?

Yes it certainly has. I had 15 years working in technical roles in the software industry prior to becoming a marketer and having all that technical knowledge and capability helped a lot because of how technical marketing has become. It took me a while to get comfortable being called a marketer!!!

What inspired you to start your current company, RazorSocial?

I had a failed software startup and I wanted to build an international company but I didn’t have an idea for another piece of software! So I decided to build a blog and then build a business around this. Now I get a chance to do content marketing consultancy and training with a lot of global brands and get to speak at conferences around the world. Who ever thought content could be this powerful!!!

As someone that creates and shares a lot of content about which tools to use (and how to use them) what are a few of your favorite content tools and why?

Here are a few of my favorite tools:

SEMRush – This is a great SEO tool. I use it quite often for competitor and keyword research and for identifying issues on my site.

Buzzsumo – When I want ideas for creating or promoting content I use this.

Agorapulse – when you create great content you want to distribute it to social channels. This is my tool of choice for social media management.

Optinmonster – When I get visitors to my content I want to build email subscribers and there’s no better tool than Optinmonster.

What is one secret to building an engaged online community?

You need to deliver what your audience has a hunger for and to get engagement you need to engage. An engaged community is when your audience feels they have a relationship with you and a relationship is built through conversation.

What are the 3 most important things marketers need to do to create a memorable content experience?

  1. Get your audience to take action on what you share
  2. Get your audience to subscribe so you can build on that experience
  3. Provide content relevant Go to the full article.

    Source:: Toprank Blog

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