Content Marketing World Sydney - Top Insights (Day Two 2014)


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Top insights from day two at Content Marketing World Sydney 2014.

If you couldn’t attend the conference or were just a little overwhelmed with the amount of content presented on the day, we’ve put together the SlideShare below to summarise the key insights from day two. Enjoy!

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Content Marketing World Sydney - Top Insights (Day Two 2014)

  2. 2. When you engage the CEO to sell your strategy, it’s often the quality of the content that engages them first. The roles of communications and marketing are blurring, and the single biggest factor in that convergence is the emergence of social media and ‘buying influencers’. These individuals represent the ability to prove ROI because they’re trackable. The company puts in place a series of pathways and metrics to understand and track buying influencers’ impact on the bottom line. As long as you’re being transparent and consistent with the stories you’re telling, customers will sense the authenticity and your bottom line will improve. How to Structure Your Content Team Ray Kloss, SAP Australia & New Zealand (While Traditional Media Channels Are Dying) @Ray_Kloss
  3. 3. Content is resource-intensive. We’re not going to hire anyone into marketing who can’t write. AMP launched content marketing on a small scale to reduce risk and allow them to prove real results before rolling out the plan across the organisation. The company launched a microsite around SMSF advice, Q&AMP, to answer consumer questions and establish the brand’s expertise in the space. AMP found that the expertise demonstrated through the SMSF advice created a halo effect around the entire organisation. The initial test drove more than 300,000 unique visitors to the microsite and drove 15 to 25 per cent uplift for business. Starting and Scaling a Content Helen Livesey, AMP Marketing Program
  4. 4. Effective content takes time. Start small, start smart, but start something! Selling your ideas into the C-suite is an important part of any marketers job – no sign off, no budget! So how do you hunt the hippo, a hippo being the Highest Paid Person’s Opinion? From approaching with caution to choosing the right target, there are certain steps one can take on this hunting mission. But the key thing to remember is that your CEO doesn’t care about Facebook likes – they care about sales, leads, reducing expenditure... A good content strategy targets every stage of the buying cycle. And it outlines KPIs that can measure returns. Hunting Hippos — Winning Approval from Jonathan Crossfield C-Level for Content Marketing @Kimota
  5. 5. One of the keys of content analysis according to Colleen Jones is qualitative analysis. How well is your content aligned to your overall goals? How is it serving the user? Auditing the quality of your content can help you prioritise your topics going forward. It’s also important to keep in mind the context of your content. Is it appropriate for the audience? Make sure you produce a thorough report on your findings as well. It’s not enough to dump a spreadsheet on someone’s desk and expect them to understand it. Don’t rush into a website without knowing your content needs. How to Do a Content Audit? Colleen Jones, Clout and Does Your Content Work? @leenjones
  6. 6. In a whirlwind 30-minute presentation, Kevin Cain presented his matrix for a successful content strategy that consisted of four driving principles: context, conversion goals, contact points and content. At the end of the day it comes back to content. Marketers need to think of the audience first when developing content strategies and follow Cain's six characteristics of successful content: content that is useful, optimised for search, customised for your buyers, demonstrates your brand aspirations, drives conversions and promotes engagement. Why do most content marketers fail? Because they try to be all things to all people. The (Content) Matrix: How to Align, Prioritize, Kevin Cain, Content Marketing Strategist and Fuel a Successful Content Strategy @kevinrcain
  7. 7. The panel was focused on how to get content found through search, social or discovery channels. The key message was that, regardless of the platform, content marketing is about pull rather than push. No one is in the business to create content – there is always a product or service that brands are trying to sell – but as content marketers know, content builds trust. When considering distribution channels, reflecting on the objectives of the content will help define the way you distribute it. Remember: the calibre of the websites where content is found will reflect back on your brand, so choose wisely. How Big Brands Are Getting their Content Found Panel Trust is our currency, not the dollar.
  8. 8. The worlds of technology and marketing have converged. This panel tackled one of the biggest challenges for content marketers: how to effectively integrate technology to create, distribute and measure content marketing efforts. The served content trend: Distribution and amplification tools can now be used to deliver content rather than waiting for it to be found. Falling short: Marketers need to adequately train and invest time in the technologies they have purchased. Strategy comes first: Marketers lack a strategy that can effectively utilises the technology solutions out there to achieve objectives. What Content Marketing Technologies Are Roundtable You Missing?
  9. 9. Trust your instinct. If you ask 10 people, you'll get many opinions. There’s no real way to teach people to be creative – creativity is a mindset. But there are some things you can do to help get into that mindset. Draw on experience: You’re human, just like your customers. Draw on your own life experiences, as well as from those of your audience and staff. Consider your environment: Is your office cubicle conducive to creativity? Get in a good headspace, both physically and mentally. Look at things from a different perspective: Think like a child – their view of the world is much more creative, and therefore more beautiful. 10 Workable ways to get more Creative Chris McWilliams, Triple M with your Content Creation @Chris_McW
  10. 10. The grass grows with a daily watering, not a drowning once a while. Brad and the SEEK marketing team know they are never going to be Oreo or create an Old Spice campaign. They also aren’t expecting to compete with LinkedIn. But they do want to create a credible relationship with their audience and help people with their job and career aspirations. Along with King Content, they adopted a seven-step approach to content marketing. It was a structured approach and, while not as sexy as Old Spice, it’s just as effective. They had to take their traditional brand marketing to 'always-on' engagement via social media and blog-style channels. From every once in a while to always on: Brad Smith, SEEK How SEEK Publishes Consistently and Wins @BradleyASmith
  11. 11. We’re drowning in content. There’s so much content streaming onto the web that it’ll grow by 600% in the next six years! Granted, most of it is cat memes. Or selfies. Still, we’re already consuming content 10 hours a day. Mark Schaefer is convinced that there is a limit to how much we can consume. He says marketers are working harder than ever, but people are seeing less and less, because there is too much stuff. Marketers must look to the next technological revolution to cut through the clutter. Marketers who act early and embrace the next wave of immersive technology will win a first mover advantage and customer share of mind. Content Shock: Strategies to Cut through Mark Schaefer, Return on Influence Information Density How do we cut through information density? @MarkWSchaefer
  12. 12. The Content Opportunity for Small Business
  13. 13. How Big Brands Are Getting their Content Found
  14. 14. The Amazing Opportunity in Printed Content
  15. 15. Presented by King Content, Australia's most awarded digital content marketing agency. Check out our blog for more content marketing insights and advice. @King_Content