The bi-annual Content Marketing Show took place yesterday in London and, as always, proved to be a great arena for attendees to bring themselves up to speed with all things content marketing. It was certainly a packed house!
There was a great line-up of speakers – our very own Steve Masters being one of them – and below are the key messages that came out of each presentation.
Stephen Waddington from Ketchum PR
Can a brand ever truly be social?
- Corporate social channels are masterclasses in talking about s**t (he certainly wasn’t mincing his words!)
- Brands can be “nice but dim” or “nutters” when it comes to social sharing
- Sharing a very personal story about his wife’s breast cancer, he urged brands to engage with their audience at a human, personal level
- Social media is human media – be brave in what you post
Johary Rafidison from Grayling
Using data within your content marketing strategy
- Most of the data you need is already available and you can get it for free
- The best market research companies in the world are Google and Facebook – but trust what people do, not what they say
- Use this data to make your story
- Present data in a cool way using tools like Gephi and CartoDB
Fergus Parker – AxonnMedia
Content Marketing Yearbook 2014: Highlights and low-lifes
- Content marketing might make you “feel good”, but doesn’t always get results first time – you will make lots of mistakes along the way
- Current UK spend on content marketing is £4 billion but £2.1 billion isn’t being used effectively
- Highlighted Buffer as an awesome way to share
- Showed ‘This is a Generic Brand Video’ as a great example of content marketing – very funny video!
http:http://ift.tt/1hfTGd5
Jasper Martens – Simply Business
Creating an inbound marketing strategy in a boring industry
- Content marketing is more cost effective than advertising to attract a large audience at the top of the sales funnel.
- Use hangouts, crowdsourced content and business/marketing advice guides to engage your audience in a knowledge and community centre (theirs got 900k visits in one year!)
- Get an in-house editor, writer and designer (good content marketing requires investment)
- Use an editorial calendar
Emma Dunn – Caliber
Why People Share Stuff
- People share stuff that makes them look cool
- If you surprise people with your content, they’ll share it
- Make your content super-useful and they’ll share it with their colleagues
- Most of all, people love to share stories so make sure your content takes the reader on a journey
Andrew Tipp – Suffolk County Council
Why thinking like a poker player will make you a better content marketer
- Get your analytical head on and use data to plan your strategy
- Create original strategies for each persona type
- Sure, go for high risk content but ensure you keep your ‘small ball’ content going ie. guides as that’s your bread and butter
- Sometimes you get outplayed by your competitors – if so, learn from it and move on
- Know when to hold ‘em and when to fold ‘em – don’t keep doing something if it’s not working
Steve Masters – Red Rocket Media
How a journalistic approach and a magazine mindset improves brand content
- Treat your content portfolio like a magazine and incorporate a wide range of content that appeals to different readers
- Interviews add colour and a personal element to your content so are fantastic story carriers
- Get quotes from experts to bring your stories to life
- Make the most of your interviews with these ten top tips
Andrew Davies – Idio
How do you measure content marketing? The $44bn Question
- It’s vital to understand your segments, but don’t forget about the individual
- Expect your audience to change their interest – keep listening and researching
- Think outside of marketing by looking at sales and service metrics
- Know your boss’ targets so that you can understand what your content needs to do
Ralph Goldberg – Tanglewood
The Hero’s Journey: using archetypes in video marketing
- Everyone sees value in video but most don’t know what to do with them or how to get them seen
- Film is the most efficient way of connecting with people on a sub-conscious level
- Archetypes are an underlying pattern that we recognise – they are embedded in us. Knowing these patterns helps us recognise those patterns in other things, so they resonate with us
- You have ten seconds at the start of a video to capture someone’s attention
Wes West – Torchbox
Making animation for the web
- Animations are great for explaining quickly how something works
- They are a ‘friendly’ form of content, endearing people to your brand
- It takes about six weeks to create one minute of animation – in view of this, your animation needs to be timeless
- Just look at how effective the Um Bongo animations were!
http:http://ift.tt/1mWHZzc
Nichola Stott – Media Flow
Solving Buying Objections through Content Marketing
- The end goal of content marketing is to “shift product”
- Don’t forget to focus your content marketing on the bottom part of the sales funnel too
- First find problems and then present the solutions
- Find out what questions your prospects are actually searching for in forums such as Quora, Mumsnet, Stack Overflow and Money Saving Expert
Marcin Chirowski – EF Englishtown
How to organise a successful international bloggers event
- Building offline relationships with bloggers is important
- Give bloggers an experience of your city/area/brand
- Don’t pass on the social drinks bit after events as that’s where you can often form the best relationships
- Follow the relationship building pyramid below
Chelsea Blacker – Blue Glass
Motivational content stories for the down trodden
- Find a universally appropriate angle for your content
- Get professionals to help you with your research: “Invest in academics”
- Publishers are your friends – partner up with them for content promotion
- Make staff into experts and promote them as the content creators to other sites
Charlie Williams – White.net
Gateway-drug content strategy elements you should use
- Why are you writing content? ‘Why’ should be a core principle of your business and your content
- Social data (Topsy, BuzzSumo, Social Crawlytics, Social Mention) is vital for content ideas/strategy
- Interview customers to gain insight – it takes 6-8 interviews to get 80% of the business insight you need for content
Lisa Myers – Verve Search
Running and motivating a creative content team
- Hire based on chemistry, not on CV. Lisa recruits on a candidate’s intelligence, problem solving, passion and attitude
- Grab talent when you see it, not when you need it and pay people the wage you would if you thought they were leaving
- Teach your team to disagree and discuss
- Look beyond traditional training to things like meditation and CBT workshops – these can work wonders with your staff!
And we’ll leave you with the token selfie :-)
Key Messages From The Content Marketing Show
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