Content Marketing Show Takeaways
Last Friday, the Content Marketing Show was held at Logan Hall at the Institute of Education, and was proudly presented by SiteVisibility and a few other lovely sponsors. We spend a lot of time creating great content for our clients, like the Dreamliner animated graphic that we created recently for Thomson (See right).
Here is our round up of the top some most important take-away points from each of the talks at last weeks show:
- Choose your team carefully. Consider it like you’re creating a championship winning football team; choosing different people for different positions.
- Can you have a team that only has one type of person (e.g. full back) and still get great results? Maybe, but a range of skills is vital if you want to reach the top.
- Make sure you know who your strongest player is, who your main communicator and team leader are and who you’d appoint as your team captain.
- Take the full amount of time you’ve allotted for the project – use all of your time and over-achieve!
- Business is a long-term game and good people do leave (even if they’re indispensable). It is critical to nurture people!
— Danny Denhard (@dannydenhard) May 31, 2013
- The two main elements that are key to share-able content are investment & effort.
- If a blog is going to be central pillar of your strategy, get an editor and make an awesome blog. Don’t go cheap and use interns to help tell your digital story.
- Use topical issues as long as they make sense with your brand. Think about whether you can use a really controversial idea, but make sure you are clear on the message you want to be shared.
- Have tons of ideas: slice, dice and create with them.
- Grow a contact book.
- Make an editorial calendar.
- Find a niche, but don’t go too far. For example, make sure that you are in a reasonable position to give the advice you’re trying to give. Can a diaper company give advice about choosing schools?
- Answer questions, because that’s what B2B users are looking for (e.g. how to…) Use what you’ve got that’s unique.
- Audiences are interested in how we do what we not, not just the final product.
- Exposing how your company does things can sometimes be share-able content.
5. Tony Samios
- Great Content Marketing Is About Great Storytelling
- Everything is a story, and humans love stories.
- Companies have to stand out from the crown and let customers tell their stories.
- Great stories are creative, take the audience on a journey and make people feel emotions.
- Humanise your brand – your audience shouldn’t feel sold to.
- Data might not be sexy but it’s really useful.
- It is not just about keyword data anymore; there’s more to data than this.
- Semantic phrases are really important. Use Tools! (Take a look at our Top Tools post from the Content Marketing Show)
- Analytics custom reports are a good idea because you can look at conversions from certain pages or posts by people or
7. Sarah Howard – What Is The Right Mix Of Content?
- Give your site a content audit.
- Get analytical
– Use your data!
- Make an editorial calendar.
- Make content a company-wide exercise (not just for the marketing team).
- Is your content suitable for mobiles in emerging economies?
- Content needs passion, and the quality of translation matters to users.
- Look at the data and find out where your visitors are coming from, then create content for them.
- Don’t simply translate all your content
- Use local mother tongue speakers.
9. Pak Hou Chueng – Selling the Content Marketing Story
- All the channels need to work together and can’t be isolated anymore.
- Awareness, consideration, purchase, retain or resell – which are you (or your content) working for?
- Small businesses should consider a focus on maintaining relationships as a priority over bringing in new business.
- Videos are important to make a company seem more real, build trust and put a face to the name.
- Use these steps to create a great video:
- What do you want to say – what’s your message?
- Who do you want to watch – what would you want as the audience?
- How do you want to say it – what’s your style?
- What do you want them to do about it?
- Integrate your content with Youtube.
11. Justin Taylor – Putting the conversion into content
- Social shares are vanity metrics we should be thinking about how we can monetise content.
- Define objectives for the project: focus on where you want to be, not where you are and produce better content.
- Concentrate on headlines (descriptive, concise, clear).
- Anchor your product into content with great calls to action. For example, when people arrive on a page, don’t let them leave without the option to purchase something. Never stop testing!
— Justin Taylor (@JustinGraphitas) June 1, 2013
- You only share exceptional content with our friends; no one shares sub-par content.
- You can’t know too much about analytics.
- SMARTER content marketing objectives
S – Specific, significant, shareable
M – Measureable, meaningful, memorable
A – Appropriate, ambitious, aligned
R – Relevant, results-driven, resonant
T – Timely, targeted, trackable
E – Engaging, enjoyable, evergreen
R – Rewarding, reaching
- Every successful brand needs great copywriters.
- Value the content that you are producing.
- Customers first, SEO second.
- Be consistently on-brand
- Use solutions that scale and allow you flexibility.
14. Paul May – Advanced Content Promotion Strategies and Tactics
- Spend as much time outreaching as you’ve spent on creating the content.
- Use easier links to help get bigger ones. Ask for a tweet first, then a link.
- Build relationships before you outreach.
- Research -> build relationships -> outreach
- Meet face-to-face with your team, client and publishers.
- Align your content with business aims.
- Trust your editor.
- Plan ahead and be spontaneous.
- Celebrate successes.
16. Luke Lewis – How to Grow Social Media Communities.
- Only be on every platform if you have the budget, and if the metric makes sense for that platform. If you only make money from Twitter, focus on Twitter.
- Exploit events and respond in real time.
- Make people feel good!
We hope you all learn from these takeaways and don’t forget to have a look at the post we did about the ‘Top Tools from the content marketing show‘.