In this week’s Content Questionnaire, we asked Pawan Deshpande, CEO of Curata to share his insights on the digital marketing world. Here are his answers:
Q: What’s your idea of a perfect piece of web content?
I love to watch conversion-optimized video blogs that teach me something, but also take me on an entertaining journey.
Q: What is your current content focus?
Q: What is your biggest marketing fear?
Not getting noticed.
Q: What do you dislike most about your website’s appearance?
The dull gray background.
Q: What buzzwords are you guilty of using most?
“Employ” and “at the end of the day”
I love to watch a conversion-optimized video blog that teaches me something, but also takes me on an entertaining journey.
Q: What brands do you have a marketing crush on?
Doritos and its flavor challenge.
Q: Which results make you happiest?
I enjoy when a piece of content performs well in areas beyond the “soft metrics” (i.e. page views, social shares) and actually generates leads, opportunities and ultimately, revenue.
Q: What marketing skill would you most like to have?
Q: What do you consider your greatest content marketing achievement (to date)?
My eBook on Content Marketing Ethics. Unlike most eBooks, where people just rehash the same topics over and over, this eBook broke new ground with an important topic that is rarely covered. When it comes to online marketing, the practice is ahead of the law. I felt like I was moving the discussion forward and educating marketers on an issue that they often overlook.
Q: If you were a type of web content, what do you think it would be?
I would be an emoji. Small yet powerful. Bringing smiles to people all day, in all languages.
Q: If you could do it all over again, what vertical would you work in and why?
I would stay away from a particular vertical and work on something more horizontal, and fundamental to all verticals.
Q: What personal trait are you always trying to improve?
Focusing on a single task for a stretch using the Pomodoro method.
We also have an open office environment with a lot of glass and open areas that also reflects our culture of transparency.
Q: Do you think your office environment reflects your brand?
Yes, especially since we moved to a new office a few weeks ago. We did things right, putting paint, colors and our logo on the wall as you walk into the office. The “Curata blue” can be found all over. This reflects a commitment to the product for employees across all areas. We also have an open office environment with a lot of glass and open areas that also reflects our culture of transparency.
Q: What is your brand’s most valuable asset?
The resources we provide practitioners in the content marketing space. Specifically, a few primary research reports we have conducted that allow marketers to justify the use of content marketing to the decision makers in their companies.
Q: What is your favorite part of the workday?
The morning before everyone else gets in.
Q: What is the quality you like best in other brands?
I appreciate brands that really try to own the space they play in. These brands become a one-stop destination for information about a specific industry or vertical.
Q: What’s the quality you like least in other brands?
Q: How can other brands/marketers get on your good side?
Any brand or marketer that provides specific, actionable tips to improve some aspect of my life – whether that relates to the product or not – will get on my good side.
I appreciate brands that really try to own the space that they play in. These brands become a one-stop destination for information about a specific industry or vertical.
Q: Who are your favorite writers/brand leaders (online or off)?
Scott Brinker is one of my favorites. His thought process is unconventional and deep. Outside of marketing, V.S. Naipaul is my favorite writer.
Q: What is your marketing pet peeve?
Q: What’s one social media trend that you wish would die out?
Facebook. Then I get more time with my wife.
Q: What’s your current inspiration?
As an entrepreneur, I have been inspired by First Round’s blog, First Round Review. It presents case studies in a way that many brands aren’t able to. The pieces are interesting and give readers practical advice.
Q: What is your marketing motto?
Just do it.