You may’t develop as a marketer with out curiosity – right here’s why

Individuals search quite a bit about “advertising abilities.”

Google Developments reveals the upward graph of the above time period from January 2016, however its search has dramatically elevated in 2022. 

This improve results in the conclusion that extra individuals need to improve their advertising abilities. However, one ability stays underrated, regardless of being included in most on-line articles and books associated to digital advertising abilities.


It’s underrated as a result of some entrepreneurs emphasize engaged on different abilities they really feel will make them progress in their careers and land them their dream jobs and better paychecks. 

Thus, they’ll work on technical, analytical and communication abilities, however not on being extra curious.

Why is curiosity vital in advertising?

Curiosity improves understanding

Children are probably the most curious. They ask questions on something and every part, and that’s how they know issues higher and keep in mind for a extra prolonged interval.

Take into account the Information Theory curve under. What I interpret is the extra curiosity you’ve gotten, the extra information you may get (the unique interpretation shouldn’t be on this context).

Information Theory curve

With extra information, the understanding improves and takes you to the following development stage. 

That’s the way it turns into essential for everybody, even entrepreneurs, to be extraordinarily curious to compel us to:

  • Ask questions.
  • Search out new info.
  • Develop our understanding of the world round us.

Curiosity brings creativity

Curiosity is likely one of the most vital drivers of creativity. In any case, that drives us to discover new issues, ask questions and search for solutions.

Entrepreneurs have to be curious in the event that they wish to be inventive. 

We regularly get caught up within the day-to-day duties that we neglect to step again and query every part we’re doing. 

We develop into complacent and undergo the motions with out serious about our actions or why.

However once we take the time to be curious, we are able to open up a brand new world of prospects. 

We will have a look at our campaigns from completely different angles and develop revolutionary methods to enhance them. We will additionally problem the established order and discover higher methods to do issues.

When entrepreneurs develop into curious, they might ask extra questions. 

The extra questions, the extra understanding. 

The extra understanding, the higher concepts, and options.

Curiosity allows enthusiasm

As a result of they ask many questions, bringing creativity in them, entrepreneurs develop into smitten by every part they’re engaged on.

Let’s check out the Zone of Curiosity.

Zone of Curiosity

I’ve highlighted the Zone of Curiosity part throughout the above diagram, which says that when somebody is within the curiosity state, the effectivity is on the optimum stage. Therefore, the curiosity and pleasure are fairly excessive.

This curiosity and pleasure could be contagious, sparking the identical curiosity and enthusiasm in others.

Such a sense can convey them collectively for extra experiments, studying, and development. This may result in extra gross sales, prospects, and success for the enterprise general.

Curiosity strengthens precision

I want to discuss with the identical Zone of Curiosity diagram above says that alertness can also be excessive when somebody is in a curious frame of mind.

After we’re interested in one thing, we’re extra seemingly to concentrate to it and be aware particulars we’d have missed. This heightened focus can profit entrepreneurs by permitting us to focus on our viewers extra exactly.

In any case, your efforts will seemingly be in useless in the event you’re not reaching the proper individuals with the proper message. Happily, curiosity will help to strengthen precision amongst entrepreneurs.

Now that we all know what curiosity delivers to entrepreneurs, we have to have a look at the place and the way curiosity helps entrepreneurs of their day-to-day advertising lives.

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The place (and the way) does curiosity assist entrepreneurs?

Let’s begin with the fundamentals after which with the superior ones.

1. Curiosity to be taught new issues

The primary space the place entrepreneurs want curiosity is to be taught new issues. We’re so busy in advertising jobs that we simply maintain doing what we discovered previously.

Although we’ve got Google merchandise that maintain us on our toes to be taught new issues, how profitable are we in studying them?

For instance, Google introduced the sunsetting of Universal Analytics (UA), and we’ve got to move to GA4

I interviewed a whole lot of SEOs (seniors and managers) previously three months, and nobody has tried something there. Most of them know this information, whereas only some have set it up.

This reveals a scarcity of curiosity amongst SEOs to be taught new issues like GA4. 

Seniors and managers who’re hiring embrace the expertise that learns new issues as, more often than not, they need to fill the ability gaps, and if you recognize it, you’ll be most well-liked.

So, realizing shouldn’t be sufficient for a marketer. Studying is extra important. 

Be curious to be taught extra new issues.

2. Curiosity to experiment with new issues

Every time somebody asks me about experiments I did, the primary one I recollect is after I earned my first featured snippet.

It was 2015 when for the primary time, I optimized the content material earlier than I printed it. And inside every week, it was on the featured snippets. 

As a result of it’s on the featured snippets, clearly, it glad the customers’ search and studying intent.

That content material received promoted by our opponents, and never simply my reporting supervisor however the proprietor of the 300-people firm appreciated me over an e-mail.

At the moment, the web optimization business is aware of me as somebody who strategizes, curates, and optimizes content material for featured snippets.

My curiosity to experiment with one thing new helped me attain the place I’m at present.

It might be one thing else for you. However, it’s very important for you as a marketer to at all times be curious to experiment.

3. Curiosity to know what labored and what not

Experimenting shouldn’t be sufficient. You additionally have to know what labored. What’s extra vital is to be taught why an experiment was profitable.

For one among our area of interest shoppers in social media advertising, we tried every part from selecting completely different audiences to popping out with brief, prolonged movies. However none of our posts went to greater than 30 likes and 500 attain.

However, the second we launched our first reel, it went viral.

After digging into why most of our posts didn’t go that viral and most of our reels are getting good attain, it meant our audience embraced reels, and Instagram prioritized them.

A wise marketer should at all times be curious to know what works for every consumer and what to not multiply the hassle in the proper route.

4. Curiosity to seek out out the explanation behind the failures

With failures, I imply bigger failures, equivalent to:

  • A broken relationship with a consumer.
  • Lacking the targets.
  • Reaching destructive ROI constantly.
  • And extra.

Whereas we had a whole lot of success tales round featured snippets, we’ve got one consumer for whom we couldn’t obtain them. We knew the most important problem was their person expertise. Nothing was dynamic that we may change the web page construction, title, H1, and extra.

One other failure was shedding one of many largest shoppers final yr. 

We advisable many tech enhancements, which they by no means prioritized, however as a result of Missive Digital was new, we offered them with content material writing providers to show our web optimization price. 

The content material we wrote continues to be rating on Web page 1, and the content material technique we ready was utilized even after our affiliation with them. 

They knew our price, however we nonetheless misplaced them as a consequence of their lack of implementation.

Failures can be there, and so they’ll by no means be in your management. Be curious to establish what introduced you the failure and take the mandatory steps. 

5. Curiosity to be taught from errors (whether or not it is your personal or others’)

Although failure and mistake are the outcomes of making an attempt, they’re completely different.

You could not make errors due to failures, however chances are you’ll fail due to errors.

I keep in mind an incident that occurred a couple of months in the past inside my group. I assigned a brand new group member to optimize the content material, and whereas reviewing her work, I recognized that for the goal question, one other web page of the consumer was rating on Web page 1. 

She had spent the entire day optimizing the content material, which had key phrase cannibalization. That was a mistake, which I discussed in our Slack group.

Immediately, one other group member referred to as me up and requested me what she needed to do if such a factor occurred to her. I rapidly guided her on the way it turns into crucial to tell the consumer first and conclude on which web page to optimize for the focused question primarily based on the customers’ search and studying intent.

I appreciated that group member for being curious to be taught from her teammate’s mistake.

It’s an important signal of being a great marketer as a result of it enables you to keep away from future blunders or failures.

6. Curiosity to seek out the implications of failures

Curiosity mustn’t finish at studying from failures. Typically, realizing what would occur if we fail at sure issues can also be important.

  • What if we optimize content material and it doesn’t attain featured snippets?
  • What if we fail to attain that 10K natural site visitors in 9 months?
  • What if the reels don’t drive engagement as anticipated?
  • What if the e-mail marketing campaign for Christmas gained’t surpass the final yr’s gross sales?
  • What if the tech implementation doesn’t increase gross sales?
  • What if the touchdown pages we propose don’t fulfill the person’s expectations?

As a marketer, we strategize and execute varied campaigns. We set key efficiency indicators (KPIs) for each marketing campaign. However we hardly take into consideration what we should always do if the KPIs go destructive.

What if our marketing campaign doesn’t work as anticipated? What can be the implications of that?

Some tasks are do-or-die conditions the place enterprise house owners or advertising heads have considerably much less persistence and time when working with businesses, consultants, or freelancers. You may lose the belief of your shoppers and tasks in the long term.

In such circumstances, be curious sufficient to ask friends or managers in regards to the implications of the failures through the starting stage. 

With such curiosity, you recognize when to vary the plan if a marketing campaign doesn’t carry out in two weeks or two months.

Even when such curiosity doesn’t prevent from shedding the undertaking, however will allow you to plan higher for the following one.

7. Curiosity to know what opponents are doing

Don’t get me improper right here. I do know all of our advertising methods contain thorough aggressive evaluation. However, more often than not, we persist with analyzing opponents primarily based on the providers you’re offering.

For instance, if we offer content material writing providers, we stick to only that and don’t suggest something which may assist your content material carry out.

Typically, you additionally have to control whether or not your opponents are:

  • Evolving their product.
  • Collaborating with completely different companions.
  • Investing in different advertising channels.
  • Revamping their model positioning.
  • Automating sure processes.
  • Hiring particular roles.
  • Getting PR or social mentions.
  • Getting viewers consideration on any platform
  • And extra.

Every part that your opponents do, it’s best to understand it. We have now made Google Alerts for our opponents’ model mentions and configured them in our web optimization instruments.

That helps you be interested in your opponents and proactive in making selections on time.

8. Curiosity about what different entrepreneurs are speaking about

No, I’m not speaking in regards to the newest information in your business. At the moment, everybody has subscribed to greater than two or three newsletters the place they get the most recent updates on the business.

I’m speaking about what different entrepreneurs are speaking about, studying new issues, experimenting, and extra within the business.

For instance, in web optimization, many individuals I do know are studying automation by way of Python, utilizing Streamlit. I discovered about Python web optimization by way of the information base of the late Hamlet Batista.

I keep in mind Orit Mutznik (one among my inspirations) began a Python course and even got here up together with her first script.


Then I see a whole lot of posts from semantic web optimization from Koray Tuğberk GÜBÜR (it’s on my record).

Nobody can cease your progress when you recognize what methods, processes, strategies, and instruments individuals use to enhance our consumer’s advertising ROI.

9. Curiosity to see what manufacturers are doing

Most entrepreneurs love what extra outstanding manufacturers do of their advertising. They’d submit some tweets or carousels devoted to the good branding executed by the manufacturers.

However only some entrepreneurs analyze what’s and is not working for some manufacturers.

For instance, Luke Carthy (one among my favourite ecommerce SEOs) is curious to grasp what is occurring with the manufacturers, what’s working, and what’s not. He lately devised a case research for Toys ‘R’ Us. These case research are simply the critiques he does for these web sites. He doesn’t work for them.

Luke Carthy

His curiosity makes him do such critiques and analyses of ecommerce web sites.

Such curiosity is uncommon however is required for each marketer to reinforce their strategy and mindset towards the way to be taught from and showcase manufacturers in the event that they’re making errors.

How can entrepreneurs develop into extra curious?

Ask the *proper* questions the *proper* approach

Everytime you learn any article on curiosity on-line, they provide one tip – ask questions.

In advertising, simply asking questions will not make you curious. It is advisable to know what to ask, when, and the way.

In my view, asking questions like those under shouldn’t be thought of curiosity:

  • Is web optimization useless?
  • web optimization vs. PPC: What is healthier?
  • Is content material advertising related at present?
  • How a lot DA does Google suggest for backlinks?

Simply as asking the proper questions is obligatory, asking the proper particular person in the proper approach additionally issues.

For instance, this particular person tagged John Mueller, Barry Schwartz, Brian Dean, Dr. Pete Meyers, and Fandango for one thing associated to Google Enterprise. That was a very irrelevant and incorrect approach of showcasing curiosity to know from these individuals.

Twitter question

So curiosity is a ability in the event you take it critically, so do not ask random, irrelevant inquiries to irrelevant individuals at irrelevant platforms and timings.

Experiment extra

As I defined above, curiosity is generated by way of experiments and never simply by asking questions. The best way it occurred to me – after I achieved my first featured snippet in 2015.

If not out of your experiments, be taught from others’ experiments. 

For instance, in my BrightonSEO talk on remarketing web optimization, I shared an experiment that Brodie Clark (an Australian web optimization advisor) did on Twitter.

When he ran the experiment, I participated out of curiosity, and it helped me construct this strategy of remarketing web optimization contemplating Twitter web optimization.

After he shared the outcomes on how Twitter carousel boosts natural impressions and clicks, we began utilizing Twitter because the instrument to drive extra returning guests to our web site and for quicker URL indexing.

So run your experiments or be taught from others to reinforce your curiosity as a advertising ability.

Be open to suggestions

I’d be too direct right here. In case you are not open to suggestions, you can not develop as an expert or human being.

And suggestions can come from anybody – your seniors, managers, boss, juniors, mentors, and extra.

Additionally, suggestions can are available in any kind. For instance, I often ask my group members questions to find what I wish to inform them. In such a approach, they really feel it is not suggestions however studying.

It does not matter who gave you the suggestions. See what you are studying from the suggestions as a result of that is how curiosity will get strengthened inside you.

Go away your consolation zone

Earlier than turning into a advisor, I used to work in-house. Again then, hardly all IT or advertising businesses would have weekends off in India.

However, after I labored in Cygnet Infotech (one of many largest IT headquarters in Ahmedabad), weekends have been off, and I used to be having fun with my work-life stability.

Each month, we used to outperform our targets for TestingWhiz, and it was monotonous to maintain having fun with the appreciation from the supervisor and firm administrators.

So, I knew that if I needed to be taught extra, I needed to come out of my consolation zone of this 5-day work.

I made a decision to go away my five-day working job and went to a different IT firm for a six-day working tradition.

And after that, I moved to entrepreneurship which is sort of a seven-day work (even in the event you’re not at your desk bodily doing workplace work).

It is advisable to establish your consolation zone and go away it on the proper time. In any other case, you gained’t be interested in what the opposite aspect of your life and job seems like.

Be prepared to assist and collaborate (be it with friends or anybody in your community)

Not essentially somebody involves you for assist, contemplating you recognize every part. They may suppose they want somebody dependable to work on one thing they wrestle at.

While you agree to assist (regardless of financial acquire), you develop into extra curious in regards to the stuff you deal with.

A number of months in the past, I used to be not studying all of the blogs Aleyda Solis used so as to add to her #SEOFOMO e-newsletter. I used to pick out the fascinating ones, equivalent to content material, on-page, algorithm updates, research, and many others.

However since we collaborated to write down these descriptions, I now learn each weblog.

#SEOFOMO newsletter

This has elevated my stage of curiosity for even the tech aspect of web optimization. I learn for myself and even for my group.

So whenever you’re passionately concerned in serving to somebody, your thoughts develops the curiosity to be taught every part to assist them.

Grasp curiosity and win as a marketer

A marketer’s job shouldn’t be solely to construct curiosity inside their audience however even inside themselves to develop into higher daily. 

Take the assistance of friends, thought leaders, mentors, nature, instruments, and extra as a result of studying is all over the place, and the extra curious you develop into, the extra profitable you’ll be.

Opinions expressed on this article are these of the visitor writer and never essentially Search Engine Land. Employees authors are listed here.

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About The Writer

Himani Kankaria is the founding father of Missive Digital, an organic digital marketing agency helping businesses multiply their organic visibility and conversions. She specializes in strategizing, creating, and optimizing content for users and SERP features like Featured Snippets. She is a speaker at global conferences and an author sharing her knowledge and experiences around SEO and Content at various publishing sites, webinars, podcasts and more.

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