Robert Katai: Maximizing Your Content Marketing ROI

The Importance of Sustained Attention in Marketing

In the realm of marketing, securing initial attention is often prioritized, yet Robert Katai posits that maintaining that attention is equally, if not more, crucial. He believes a successful approach hinges on a well-defined content strategy coupled with precise positioning.

Katai, based in Romania, is a recognized voice in content marketing through his podcasts and speaking engagements. Currently a product manager at Creatopy, an online graphic design platform, he also provides content strategy services to clients on a freelance basis. He was brought to the attention of TechCrunch through a growth marketer survey. (If you are a growth marketer, your input is valued – please complete the survey!)

Validating Katai’s Expertise

Multiple recommendations from Romanian clients and colleagues highlighted Katai’s proficiency in content strategy, prompting further investigation. The core question was: Is his expertise geographically limited, or is it universally applicable?

The answer, according to Katai, is a resounding yes. During an extensive discussion, he detailed how content marketing should seamlessly integrate into users’ everyday routines, and how existing content can be effectively repurposed across diverse formats. He also offered insights into the thriving Romanian startup landscape.

Note: The following interview has been condensed for brevity and clarity.

Freelance Support: How Katai Assists Clients

TC: Could you describe how you assist your clients in your freelance capacity?

Robert Katai: I primarily focus on developing content strategies aligned with clients’ objectives. Strategies can be geared towards increasing web traffic, or towards crafting a compelling brand message. It’s not always necessary to begin from scratch; brand rebuilding can occur at a later stage.

For example, I’m collaborating with a Romanian outsourcing firm that initially established itself as a leader in Cluj-Napoca. However, they recognized the need to enhance their appeal to both potential clients and prospective employees. Therefore, I conducted an internal audit to understand employee satisfaction, reasons for departure, and desired improvements.

This led to the realization that a brand refresh was needed – one that would not only attract attention but also sustain it. I initiated an ambassador program, leveraging the enthusiasm of individuals already connected with the company.

I also suggested the creation of an internal print magazine, a visually appealing publication distributed to their 200-300 employees. The magazine’s content extends beyond work-related topics, encompassing hobbies, local events, and thought leadership articles designed to inspire personal growth.

Beyond Strategy: Positioning and Branding

What is the other key area where you provide support to clients?

In addition to content strategy, I assist clients with their overall positioning within their target audience, community, and the broader market. This also extends to employer branding initiatives. Content serves as a vital link between these two areas, as I emphasize content marketing rather than solely focusing on performance or growth hacking. I help clients understand that a lasting and memorable brand requires content marketing to be an integral part of their operations.

When repositioning themselves, they need to define the content required to achieve their goals, identify individuals who will amplify that content, and determine who will ultimately consume it. Content creation itself is now largely accessible, but effective distribution and amplification remain the challenges. I help startups maximize their content’s reach by creating substantial pieces and then repurposing them into smaller, more digestible formats, ensuring the brand remains top-of-mind.

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Achieving Top-of-Mind Awareness

How can brands cultivate that crucial top-of-mind status?

The foundational content formats – text, video, images, and audio – are enduring. While platforms may evolve, these formats remain constant. A video can manifest as an Instagram Reel, a documentary, or another form, but it remains a video. The same principle applies to images. My content strategy focuses on how brands can effectively utilize this content ecosystem.

I advise my clients – and advocate within Creatopy – to leverage content to build their brand and maintain visibility in users’ daily lives. Instead of relying on traditional media, customers now begin their day by checking Twitter, Instagram, or Facebook. Later, while preparing coffee, they may turn to YouTube or interact with voice assistants like Alexa.

I firmly believe that brands should create content designed to integrate seamlessly into the user’s mindset. Short-form, engaging content – Reels, TikToks – the specific label is less important.

The Power of Content Repurposing

Could you elaborate on your approach to content repurposing?

Consider the interview you conducted with Peep Laja. It could have been recorded as a video. Given the breadth of topics covered, numerous shorter video clips – ranging from 30 seconds to three minutes – could be extracted. These clips can be published daily on your website or social media channels, accompanied by a link to the full article. However, remember that on LinkedIn, links are best placed in the comments section, not the post itself.

A longer-form video can also be published on platforms like Wistia, requiring an email address in exchange for access – thus expanding your subscriber base.

Furthermore, the audio from the recording can be repurposed into a shorter, five-minute audio clip, again linking back to the original article.

Consider designing quote graphics featuring Laja’s image and key takeaways. If part of a series, give it a consistent name. These quotes should be both motivational and educational, and can be compiled into Instagram and LinkedIn carousels. The first slide should be attention-grabbing, perhaps posing a question. Subsequent slides can provide insights and link back to the interview. The final slide should include a call to action – encouraging shares, comments, or saves.

Once the Instagram carousel is complete, it can be converted into a PDF and published on LinkedIn. Thus, a single piece of content yields five distinct formats.

Additional Advice for Startups

What further guidance do you offer to startups?

I strongly advocate for documenting the entire process. Imagine if Mark Zuckerberg had documented the launch of Facebook – the insights would be invaluable. Noah Kagan is currently doing this. I believe startup founders should document their journey, not only for PR and marketing purposes but also for their audience. Even non-paying customers benefit from this transparency, as it builds brand authenticity.

Look at what Salesforce is doing with Salesforce+ – a Netflix-style platform for B2B content. It’s a strategic move to capture and maintain the attention of professionals. I believe attention is the new currency for large companies.

The Romanian Startup Ecosystem

Do you collaborate with any startups in Romania? And what are your impressions of the Romanian startup ecosystem?

Yes, I support several Romanian startups with their content marketing and positioning. I also provide informal advice via email to others. I focus my more in-depth work on those seeking long-term or project-based collaborations.

Romanian startup founders are notably curious and willing to experiment, even in the face of potential failure. They are also remarkably intelligent. Planable, for example, excels in content, social media, and positioning. Socialinsider, a social media analytics company, recently launched virtual events, and TypingDNA, founded by a former colleague, aims to eliminate password-based logins.

I’ve observed that founders here often work as hard as their teams, taking ownership rather than delegating. Romania hosts several startup events, including How to Web and Techsylvania in Transylvania.

Cluj-Napoca is often referred to as the “Silicon Valley of Romania,” with a significant number of startups originating there. However, Oradea is gaining momentum, driven by a strong focus on education.

(If you are a tech startup founder or investor in Cluj or Oradea, please contribute to TechCrunch’s European Cities Survey 2021.)