Content Marketing Tips & Advice From Yael Kochman

Yael Kochman is the Head of Inbound Marketing at Mapp, a customer engagement platform. She currently writes for the Mapp Blog and Mobile Insights Blog. She also has her articles featured on various publications, such as Forbes, Fast Company, Relevance, Social Media Today and others.

Yael works and lives in Israel and enjoys spending time with family (she has 2 young kids), reading, and exercising. To gain some tips and advice from a content marketer, continue reading this post for Yael’s interview on how she works.

What does your daily routine consist of?

Like most people — when I first wake up I reach out to my phone for a 5 minutes update on major happenings in the news, important emails, etc. Then I have breakfast with my family, drop the kids at their day cares and head over to the office. Usually I work for 9–10 hours a day, except 2 days a week I leave early to pick up my kids, hang out with them in the afternoon and go back to work at night after they go to sleep.

What’s your favorite blog, and why?

Hard to pick a favorite, there are many blogs that I follow closely. I love BuzzSumo’s blog, they are very practical and engaging, and I always find myself learning something new.

What’s one of your favorite books? If you are reading a book now, what is it?

My favorite childhood book is “Gei Oni” — Valley of Strength. The story is about a small colony in Israel during the early days.

Only a few families built the colony to become big and strong after coping with hunger, diseases and lack of essential resources. My mother grew up in a similar village that was found based on the same roots.

I found it inspiring that people had to deal with life and death challenges, and they were so strong. It inspires me today to overcome challenges in life and be strong.

What’s your favorite advice you’ve ever received? And what’s one advice you can give?

My favorite advice in the content marketing domain was from Jay Acunzo. His advice came to me when I was working at Roojoom selling a content marketing platform to content marketers. I needed to provide value to the content creators and get their attention. So my biggest challenge at that time was to make my content stand out in the competition.

Jay advised me to “Find The Sweet Spot” which is the unique voice that combines my audiences’ needs, the product and my personal experience. His advice helped me find that unique voice and that affected my content performance positively.

From my experience in creating content, my advice is to invest 50% of the time on research and drafting a good outline. This will smoothen the writing process and will save so much time. Besides, it will make the content more solid, reliable and attractive to the reader.

What are your top 3 work tools/apps that you can’t live without?

  1. Google analytics
  2. TweetDeck
  3. Gmail

Anyone specific inspired you or motivated you?

When I first started with B2B marketing, I attended an awesome “#B2B Talks” event hosted by Pravda Media group. I reached out to Kfir Pravda– the founder of Pravda and the moderator of that event. We had a two hour meeting in his office in which he spilled all his knowledge on marketing automation and inbound marketing. Since then we started having lunch meetings in which we both share our marketing challenges and brainstorm ideas. And now we are starting a joint project together for Mapp.

What is the hardest challenge you’ve faced with content marketing?

My biggest challenge at the moment is proving ROI. In B2B content & social marketing it’s hard to provide value to the audience, and convert them into leads and sales opportunity for your company.

The buying journey is long. As the customers may stop in many stations “down the funnel”: Such as a blog post, a white paper at webinar, alive event, a case study, etc. It’s hard to track all the engagement stops the customer might face, and to measure the impact of each stop on the customer’s decision to finally reach out to us.

Luckily, technology is developing and making the process easier. Yet, investing in a technology might be costly and requires a lot of time to integrate all the platforms together. So for me, this is still the #1 challenge.

What are some things you do to save time?

Taking a break two days a week from meetings and calls helped me manage my time and be more effective. This routine breaker allows me to concentrate on building strategy and execution. And use this time to do aligning with the team, brainstorming and project managing.

What’s your most favorite & least favorite thing about being a content marketer?

Favorite — following trends. As a content and inbound marketer, I need to produce relevant content for the audience. This requires me to stay up to date with current trends, events and happenings. Additionally, I enjoy connecting trending ideas to our content. For example, with the latest craze of Pokemon Go, I wrote an article on how marketers can leverage the trend. This article got quite a lot of attention in the marketing community.

Another great example is the article that my colleague Marloes wrote. It was about how the Dutch soccer team lost their place in Euro 2016 and the agile marketing lessons taken from that. It’s fun to work using these events and trends! Even if they don’t seem related to marketing, they can be used to better connect with the audience.

Least favorite- Repetitive tasks. As a creative person I am not a fan of routine, like scheduling social media posts. I use our Digital Marketing Center to schedule posts for my personal accounts. It’s like Buffer or Hootsuite, that’s adjusted to support big marketing teams with many users and content streams. Once a week, I review published content, external articles that are relevant to our audience, schedule tweets, and LinkedIn & Facebook post. I find this task technical, and to be honest a bit boring… So to keep myself more engaged, I try to find new things to incorporate in these posts. For example, I recently started using emojis which I take from this cool website.

Do you have one rule you try to stick to?

Not really. Perhaps the only rule is to constantly challenge and re-estimate everything that I am are doing. The world of marketing is so dynamic! What made sense a month ago might not make so much sense today.

One hack that you that you can share with us that might help out other content marketing managers.

Invest at least 50% of the time you spend on a piece of content in research and drafting a good outline. This will save you plenty of time in editing afterwards and will make sure your article is solid and well structured.

What do you do when you are feeling stressed out or overwhelmed from work? How do you handle it?

I don’t feel stressed out often. But it could happen when I have important plans scheduled and other small tasks to do, and sometimes unexpected family obligations. So I handle the situation by taking a step back and re-prioritizing things. I create a list of tasks: things that I have to handle immediately, things that I can delegate to other team members, things that I can delay. I take care of immediate obligations first and then focus on the rest.

Could you briefly describe what your content marketing strategy is?

Well, how can one briefly describe a strategy!

I am currently working on a broader plan for inbound marketing, including social media and content marketing as core elements. Besides other elements such as lead nurturing, email marketing and PR. I think that content should be integrated within the marketing strategy of the organization, whether inbound or outbound. And the KPIs should be aligned with the overall KPIs of the company.

If you use Start A Fire, how has it helped with your strategy? And if you haven’t tried it out yet, would you be interested in using it?

I am happy to see the huge progress that Start A Fire has taken. Yet, I can’t use Start a Fire since it is not integrated with DMC (Digital Marketing Center). I would like to try it again if I had the option to.

You can follow Yael on Twitter.

Originally published at on September 21, 2016.

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