Jason Falls_4th_influncer interview

Influencer Interview with The Top Martech Professional – Jason Falls

A transformation of marketing is in progress as we all are spending more time on mobile phones, tablets, and laptops. The internet has become the new ‘zero moments of truth‘, or ZMOT (Google, 2012) for consumers today. Marketers need to understand where their customers are going to research their products and services, and also what are they doing on the web to help form their purchase decision.

So, this brings a new challenge for brands to connect with customers through all these devices in real-time and create campaigns that work across all the social media platforms, e-commerce and display advertising.

In this interview, we got the opportunity to speak with Jason Falls. Jason is a leading digital strategist, author, speaker and thinker in digital and social media marketing industry. Also, Jason has been noted as the top influencer in the social technology and marketing space by Forbes , Entrepreneur, Advertising Age, and others.

Moreover, In the following interview, Jason expresses his vast knowledge and experience in the field of marketing and technology.

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Jason, How Did You Become Passionate About Marketing? What Made You Choose This Profession?

Jason falls

My first job was as a radio disk jockey. I was 14 and just wanted to do something cool rather than work at the movie theatre like my friends. But I was also a ham and loved coming up with silly ideas to make people laugh. Part of my job, though, was to voice over commercials. So I’ve kind of always done some version of advertising and marketing since I started my professional life. Over the years, I learned more and practiced the craft more and got pretty good at seeing a bigger picture beyond the ad read or the execution. So, I’ve just grown up in the industry really.

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So, How Did That Lead to Your Specialization in Social Technology and Marketing Space?

Jason falls

That’s a bit of a journey. I had a real passion for sports and narrowed in on being a sports journalist and PR guy in college athletics out of college. But I worked at small schools who had to compete with big universities for attention. This was about the time the web was emerging so I learned how to build websites – I built the first athletic sites for two different colleges – then explored forums and message boards to try and get the word out about my athletes and programs. When I took a job in Alabama in 2001, I was shocked to see the big daily newspapers still using old teletype, dial-in reporting units. So I went around and showed the editors how to take an email of a box score and game story and turn it into text files to input in their big layout systems. That’s when I knew I could probably be useful to folks transitioning to Internet-first thinking.

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You Are the Co-author of The Book “No Bullshit Social Media”. Tell Us Something About Your Book.

Jason falls

Erik Deckers and I wrote No B.S. Social Media in 2011 when business owners and executives were still thinking of social media as a fad or a folly. We wanted to help businesses see that social media could be used strategically, to ladder up to overall marketing goals and help drive business. It was the first book that really focused on social media strategy. I think that’s why it did so well and still sells a few copies each month, nine years later. Well, that and the catchy title didn’t hurt. Heh.

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In Your Vast Experience, What’s the Secret Sauce in Content Marketing That Has Always Worked for You?

Jason falls

Storytelling. You can pop out top 10 and how to posts all day and that will get you so far. But if you weave a good story or narrative into what you’re communicating in your content, people want to read it and can’t put it down. That’s why books like Purple Cow by Seth Godin catch people’s imaginations. There’s an analogy or a story there: What the heck is a purple cow? So you take people on a journey to illustrate your point creatively. I once wrote a sports lede for a football game that was something like, “Watching Morehead State play Kentucky Christian is kind of like going to prom with your cousin.” It didn’t make sense at first, but people damn sure finished the story to see that it eventually did.

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What Does the Future of Content Marketing Look Like in Your Eyes?

Jason falls

Content has to both become more compelling for people to read and engage with, but also more effective at driving the bottom line for businesses. That’s going to be a challenge. The more sales and directionally driven content normally is, the less effective it is at converting the audience. That’s where creativity can come in, though. The journalists and writers and creative thinkers out there who can tie storytelling and narrative into effective copy and content to drive curiosity, exploration, inquiry and conversion are the ones who will win and will work for the businesses who will win, too.

Let’s discuss more about your marketing needs!

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