Important to understand what makes the audience curious: Anati Zubia, Quora

“Humans are hardwired to be curious. We have had a thirst for information and early civilization actually channeled our curiosity to lead to discoveries. One of those such discoveries was fire. Fire then spurred our first innovation, the stone tools, sears, glue and clothing. Even the music we listen to today. But today it is not so like useful in terms of survival context, but it is when it comes to our continuing education and it actually makes us happy.”

Sharing an interesting perspective about the quest for knowledge was Anati Zubia, Head of Marketing, Quora, at e4m Content Jam. She spoke in depth about the content strategies and about creating unified experiences. Zubia also spoke about the importance of creating high-quality content to increase engagement. 

During the session on ‘Leveraging the Power of Intent and Curiosity’, Zubia said, “It is important to know the right target audience and utilize fire personas in order to tap in and understand the audience. It is important to understand what makes them curious.  The best is to actually conduct interviews with them. Go out and talk to these people individually. Need to know who they are and find those common threads and create these personas. These personas should feel like a real person. They should feel like something that you could sit down and get to know by reading their persona.”

While talking about how content should have a continuation and should keep the audience or consumer intrigued, she said, “The solar system of content comes into play when you create content. Think of a very large content piece you have, maybe any insights report. These are very large pieces of content. How do you get people into that one piece of content to commit to actually spending the time reading in long form? Give them lots of bite-size nuggets across the path. So, maybe your annual answer report turns into several infographics, a couple of blog posts, maybe it's a video piece, or an interview with the analyst. All of those items should lead down the line into that major content piece that then takes them through their funnel from awareness to consideration and deeper into decision.”

Across Quora, 100 million+ unique users every month and 57% of Quora users use the internet to research products and brands. 48% of Quora users read consumer reviews when researching products online. Zubia said, “Next is writing high-quality content. And I know this seems super obvious. I am talking about high-quality content in the sense that high quality is not defined by you but defined by the audience.”

“Build an editorial calendar based on that. Strategizing the best time to post when the audience actually is consuming content and you can go back for a recap on this, and then continue to measure and retrospect,” she added.