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Having worked with the Content Marketing                    In March 2013, the largest annual gathering ofWhere did Conten...
So what did Joe have to say?                                                                                              ...
Jay Baer on… ‘Youtility’                                                                           How to apply Youtility ...
Matt Pinkney on… How to become a publisher                                                          Six lessons in owned m...
Think your company is too dull to be extraordinary?                                                                       ...
Emma Cornwell on… The celebrity effect                                                                                    ...
Business owners and marketing managers               fewer people coming to your page but areRobert Rose on… Integrating c...
Content marketing isn’t about filling buckets. It’s a long-term strategy to achieve     your objectives and become truly u...
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Content Marketing World Sydney

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Industry events tend to pass by in a flash, creating a whirlwind of information – it can be hard to wrap your head around it all afterwards. In the midst of showbags, meetings, presentations, workshops and networking events, it’s understandable why you may come out suffering from information overload!

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Content Marketing World Sydney

  2. 2. Having worked with the Content Marketing In March 2013, the largest annual gathering ofWhere did Content content marketing professionals in the world came to Sydney! Institute founder Joe Pulizzi over many years to bring the event to Australia, King Content was proud to be appointed theMarketing World The first of its kind ever held outside of North America (a testament to the voracious appetite exclusive media partner for the event.come from? of Australian marketers and their interest in the power of content), Content Marketing CMW Sydney had a world-class agenda. Alongside international content marketing World (CMW) brought together recognised gurus Joe Pulizzi, Jay Baer and Robert Rose, content marketing experts and local marketing the event boasted speakers from large practitioners for three days of workshops, multinational brands like Kraft, Amex and keynotes and networking. Spotify as well as local heavyweights from the AFL, NRMA, McCann and Woolworths. With critical insights into the strategic application of content marketing and ‘behind the scenes’ project analysis from the brand speakers, we believe the advice presented by the speakers throughout the event will be essential to marketing practitioners engaging in content marketing in the next 12 months. How can I apply Content Marketing to my brand? Industry events tend to pass by in a flash, creating a whirlwind of information – it can be hard to wrap your head around it all afterwards. In the midst of showbags, meetings, presentations, workshops and networking events, it’s understandable why you may come out suffering from information overload! Over the following pages, we’ll present the highlights of CMW with advice for you to take away.
  3. 3. So what did Joe have to say? The critical difference between producing Likening content marketing to building content and engaging in content marketing an online home for your brand, Joe asked: is that content marketing has clear strategic “If you’re building a house do you just start and measurable outcomes. throwing bricks around? No, you call anIntroducing Joe Pulizzi… architect and create a plan.’’ To be effective, brands need to stop creatingThey call him the godfather of content marketing and it wasn’t hard to see why. content for the sake of it, and start focusing Content marketing requires strategy.Joe Pulizzi – founder of both the Content Marketing Institute and Content Marketing on the types of content that are going toWorld event – strode onto the stage in his signature bright orange suit on the first day work, for both customers and business goals.of CMW Sydney.Joe was there to open the inauguralAustralian event and to discuss the recentresearch the Content Marketing Instituteand ADMA had conducted into Australiancontent marketing benchmarks, budgets The full research report is available online, but like us, Joe appeared most interested in the following three findings: • 96% of Australian marketers claim to use content marketing. And the B2B “ The time for filling buckets with content just for the sake ” sector (98%) uses content marketingand trends. more often than both its North of it is long past. American (91%) and UK (95%) peers. • Only 29% of these marketers believe their content marketing efforts are ‘effective’ or ‘very effective’, which means we rank ourselves lowest in effectiveness when compared to both UK (39%) and North American (37%) marketers. • Yet a whopping 61% of Australian marketers plan to increase their content marketing budget over the next ‘12 months.These numbers are both exciting and dauntingYes, the adoption rate is fantastic and demonstrates a major shift in the media landscapesince 2010, when King Content was established and content marketing was still anunfamiliar concept.However, the disparity between marketers’ belief in the effectiveness of their contentmarketing and the increasing budget being allocated to content in the next 12 monthsindicates that something’s not matching up. @juntajoe
  4. 4. Jay Baer on… ‘Youtility’ How to apply Youtility to your businessPerhaps the most talked about subject at CMW Sydney was the concept of YOUtility. Sell something and you make a customer today, help someone with the information“What’s that?,” we hear you ask. It’s the term coined by president of Convince and they need and you’ll make a customer for life.Convert and all-round content marketing guru Jay Baer. He describes it as the First, ask yourself: “How can I help my customers more?”difference between helping and selling. What are your customers motivated by and what are their needs and their desires?It’s “help over hype” marketing – marketing so useful, someone would pay for it. Can you offer something simply for the sake of offering? YOUtility is epitomised in Social technologies like Siri, Facebook and Five steps to YOUtility: examples such as the ‘Hilton Twitter are taking over from traditional Suggests’ Twitter handle. It involves search engines as our primary source of 1. Discover customer needs 3. Market your marketing Hilton Hotels’ staff monitoring information. Which means that your business What are your customers searching for on Many marketers fail because they think Twitter and answering people’s is now competing for attention with your your site? What are they talking about on the fact that they produced content is thequestions about anything they can help with customers’ family and friends – personal and social media? Go over your analytics with a end of the process. It’s only the beginning.(best local restaurants, what train to catch, professional relationships are merging. fine-tooth comb and if you still want more And this is where social media is so usefuleven activities close to a person’s non-Hilton information, ASK them in customer surveys in getting your message to your audience.hotel). They’re using staff time and resources Hence the need for YOUtility. If your brand or feedback forms. But remember, social media should be usedto help people who aren’t even customers in is inherently useful, your customers will keep to promote your YOUtility first, and yourthe hope that by helping them, rather than you close. 2. Map customer needs business second.selling, they’ll gain customers for life. Map your customer needs to programs. That This is what Baer calls “friend of mine” is, what medium is the most useful way to 4. Make YOUtility a skill, not a jobWave goodbye to classic marketing. awareness. deliver the information – a blog, a video, a Your entire staff should be trained inYOUtility has always worked – for brands mobile app, a printed guide? It’s helpful to YOUtility, in helping your customers. It’s aof all sizes – but in the current marketing think about WHEN customers will most need skill to be insourced, not a job to be given toenvironment it’s not just an added extra, but the information when making this decision, one person.a NECESSITY. The classic marketing strategies e.g. will they have access to a desktopof ‘top of mind’ awareness and ‘frame of computer or only their smartphone? 5. Make YOUtility a process, not a projectmind’ awareness are not nearly as effective YOUtility should be a component of all youras they once were because audiences are marketing strategies, not a concept to besplintering. And, fundamentally, they no employed on a project-by-project basis.longer trust big business. @jaybaer
  5. 5. Matt Pinkney on… How to become a publisher Six lessons in owned media: 1. Tell it, warts and all 5. Hire great storytellersThere has been a fundamental shift in journalism in the last five years. It’s important to Pinkney that AFL Media No matter the company or theTraditionally, there’s always been animosity between the media and marketing. But produces genuine news content that communication goals, every brand has a conveys “the real story” – even if it’s story. And telling that story in a compellingcontent marketing is starting to bridge that gap. Because storytelling – such an important considered negative coverage. Unless and engaging way should form the crux of allaspect of journalism – is at the heart of content marketing. And traditional media models the content you’re producing. your customers can trust you to give themare struggling. credible information, they’ll go elsewhere. Transparency with audiences builds trust and 6. Try, test, discard if necessary engagement. One of the many benefits of digital media is how easy it is to change and adapt. 2. Don’t forget about design Some tactics will work for some brands Design is a high priority for AFL Media. and audiences, and others won’t. Perhaps Content ‘sells’ the story, and design helps to Pinkney’s best piece of advice was to be ‘sell’ the content. brave – to at least try an idea, watch your analytics to see if it works and if it doesn’t, 3. Package and link aggressively simply try something else. The curating of related content helps keep people on your site. For every piece of In 18 months, the site has attracted 3.2 content published on, there million unique visitors, driven 1.9 million is a package of related articles, videos and unique visitors to the clubs’ pages, had 35 stats for the reader to consume as well. million video streams and enjoyed 194%As one of the largest sporting organisations The goal was to become an independent growth on mobile. It just goes to show thein Australia, the AFL recently took the radical news source, a custom publisher for AFL enormous opportunity for brands that takestep of creating AFL Media – a separate clubs and a provider of new technologies. 4. Be brave Don’t protect your brand so closely it’s PR, a brave approach to attracting fans andbusiness unit that operates on a 100 per cent The “ultimate aim is to service the AFL fan customers. warns Pinkney. Consumers are too savvyowned media model. And it’s managed by a and their desire for complete coverage of these days, and can spot a hard sell a mileformer Walkley Award-winning journalist football,” said Pinkney. away.who has worked in newspapers for morethan 20 years. So what lessons can your brand learn from AFL Media? Is it really possible to ‘own’ your industry online? @MattPinkey
  6. 6. Think your company is too dull to be extraordinary? If a lone taxi driver can do it, so can your marcom team… Taxi Mike’s Dining Guide, Planning guides and videos, by Mike the taxi driver by Holiday World A Canadian cabby had the ingenious This budget website allows idea of creating a fluoro yellow flyer parents to plan their theme-park telling tourists the popular coffee thrill to a tee, offering detailed info on spots, the hottest bars and evenJulie Fleischer on… the best cheap eats in town. Sure everything from weather forecasts and height restrictions to parking schedules the design is primitive, but it offersOrdinary businesses creating extraordinary content and safety rules, even what to do with invaluable information – including a street map – which means every your pet. They’ve also got multiple other tourist carries Mike’s number videos of each ride, slow motion or fast.Think your brand has nothing to say? Or that you don’t have the budget or resources in their create good content? At CMW, Julie Fleischer shared the strategy behind Kraft(an everyday household food producer) becoming a go-to brand for “delicious foodsolutions”. Their content mission statement is to: Car Seat Helper App, Awesome blog, by River Pools by Phoenix Children’s Hospital When the global economy flopped,“ so too did the pool business. One Create delicious meal solutions This app helps parents buy the best car seat to suit their child’s age, Virginian company decided to start that inspire amazing food stories height, weight and special needs, as well as state laws. Why would a an awesome blog (their words, and ours) and even created an extensive which spread to drive sales and hospital develop this? Because using free e-book, The Only Fibreglass Pool Guide You’ll Ever Need!. They ” a safety seat drastically reduces a create value for Kraft Foods. child’s risk of injury or death, which became the number one source of makes their job easier. pool information in the country, and business has never been better. Interactive YouTube series, What Knot to Do (in the by Life Technologies Greater Outdoors), by Columbia Applied biosystems, cell Sportswear Company reprogramming, e. coli… They’re not This app is a pocket guide to 70 exactly exciting topics, unless they specifically common knots in six categories – apply to you. Life Technologies’ YouTube surely more knots than anyone could channel used the tactic of creating an ever need. It offers clear step-by- interactive video series that takes patients step instructions with illustrations to through Q&A scenarios tailored to match, offering their individual medical needs. real time relevance and, of The 43 videos have more than course, YOUtility. 75,000 views to date. @jfly
  7. 7. Emma Cornwell on… The celebrity effect The star strategyOur society is obsessed with celebrities.The idea of brands “piggybacking” off this so-called star power is certainly nothingnew – celebrity endorsement is a go-to advertising approach. And yet few Australianbrands think to use the same tactic in their content marketing strategies. Builds Positions Attracts new Raises brand Pulls PR credibility your brand audiences awareness In the NRMA’s experience, celebrities are The key to effective celebrity blogging is to grateful for the opportunity to get involved. choose the celebrities that best suit your TV heartthrob Tom Williams says he’d rather brand. Do this well, and their fans will soon be part of a conversation than not be talked become yours. about at all, and ex-Home & Away star Holly Brisley loves the idea of working from her living room (no hair and makeup required).The NRMA has embraced celebrity bloggers, Rather than positioning celebrities on asomething which has seen their entertaining pedestal (as you often see in magazines), thecontent portal Live4 (a King Content project) stars themselves write the content and shareget impressive hit rates. In her presentation personal thoughts on everyday life withat CMW, head of publishing at the NRMA Live4’s audience – Zoe Foster has bloggedEmma Cornwell discussed their approach. about why we should all eat more cake, and Rosso fumed over the state of Sydney’s public transport system. Their profile pulls people in, and the remarkable engagement metrics speak for themselves. So why does it work so well?
  8. 8. Business owners and marketing managers fewer people coming to your page but areRobert Rose on… Integrating content marketing who are currently just using SEO strategies feeding these potential consumers with or PR must start using an all-encompassing engaging content, you will actually start to approach to their digital marketing. see increased sales (with less spend goingEven experienced marketers were astonished with the stats that Robert Rose Integrating content into current tactics will into the conversion!).presented. Could a drop in online traffic actually result in more sales? And how could have an outstandingly positive possibly get that over the line? While many marketers feel confident with thework they produce, what is often missing is an integrated content approach… However, it’s important to be aware that Ownership benefits content is a slow burn and is a strategy Once you’ve built your audience, your ROI for those with time who want long-lasting goes up since you no longer have to pay rentRobert Rose is a strategist in residence for Robert somehow managed to grab every results. Taking budget from SEO or PPC and for media.CMI and his presentation was left until late form of digital marketing by the shoulders using this for quality content productionin the CMW event – for good reason. His and shake them into seeing that they alone may initially result in a drop in traffic. This ishigh level of strategic thinking is not for the are not the answer to success – and that enough to freak any business owner out. Butfaint hearted and his talk on integrating the key for all of them is integrating content bear with the strategy, and the traffic you docontent marketing was one of the most marketing. How he did this without insulting capture is far more likely to convert to a sale.challenging from both a technical and some of the PR and SEO agencies in the Remember: less web traffic does notstrategic perspective. room was a miracle but somehow, he did. necessarily mean fewer sales. If you haveWhile those new to content marketing could What he proved was although integratingbe seen breaking out into cold sweats, those content into PPC, SEO, social media etc.familiar with the industry were left excited may be a long burn in terms of consumerabout the fact that they could now prove acquisition, it leads to a far greater spendthat PPC advertising, SEO, PR and social across a longer period of are not the most cost-effective way content marketingto generate and convert leads when used In other words, integrating contentindependently. marketing results in a greater ROI. paid search 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 month @Robert_Rose
  9. 9. Content marketing isn’t about filling buckets. It’s a long-term strategy to achieve your objectives and become truly useful to your customers. It’s not about simply increasing web traffic but increasing sales. Remember, if you have fewer people coming to your page but are feeding these potential consumers with the engaging content they require to make a purchase, you’ll actually start to see increased sales and a much better conversion rate. Want to learn more about applying these insights to your business? Give King Content a call on 02 8204 0600
  • jessiam

    Sep. 12, 2013
  • PDXjane

    May. 13, 2013

Industry events tend to pass by in a flash, creating a whirlwind of information – it can be hard to wrap your head around it all afterwards. In the midst of showbags, meetings, presentations, workshops and networking events, it’s understandable why you may come out suffering from information overload!


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