Content marketing world Sydney ebook king content


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In a three-day whirlwind of workshops, keynotes and networking events, Content Marketing World Sydney took the city by storm.

As CMI’s official media partner there wasn’t much we didn’t manage to get involved with. We attended every talk, followed every hashtag and made it our duty to speak to as many content marketing professionals as we possibly could.

Why? So we could bring all of our learnings to those with an interest in content marketing.

In our eBook, we’ve taken the event’s top insights – of which there were many – and translated them into practical applications for business owners. So whether you were there to experience the event or not, here’s everything you need to know about Content Marketing World Sydney and how to apply the learnings to your business.

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Content marketing world Sydney ebook king content

  2. 2. Where did ContentMarketing Worldcome from?In March 2013, the largest annual gathering ofcontent marketing professionals in the worldcame to Sydney!The first of its kind ever held outside of NorthAmerica (a testament to the voracious appetiteof Australian marketers and their interest inthe power of content), Content MarketingWorld (CMW) brought together recognisedcontent marketing experts and local marketingpractitioners for three days of workshops,keynotes and networking.How can I apply Content Marketing to my brand?Industry events tend to pass by in a flash, creating a whirlwind of information – it canbe 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 maycome out suffering from information overload!Over the following pages, we’ll present the highlights of CMW with advice for youto take away.Having worked with the Content MarketingInstitute founder Joe Pulizzi over manyyears to bring the event to Australia, KingContent was proud to be appointed theexclusive media partner for the event.CMW Sydney had a world-class agenda.Alongside international content marketinggurus Joe Pulizzi, Jay Baer and Robert Rose,the event boasted speakers from largemultinational brands like Kraft, Amex andSpotify as well as local heavyweights fromthe AFL, NRMA, McCann and Woolworths.With critical insights into the strategicapplication of content marketing and‘behind the scenes’ project analysis fromthe brand speakers, we believe the advicepresented by the speakers throughoutthe event will be essential to marketingpractitioners engaging in content marketingin the next 12 months.
  3. 3. They call him the godfather of content marketing and it wasn’t hard to see why.Joe Pulizzi – founder of both the Content Marketing Institute and Content MarketingWorld event – strode onto the stage in his signature bright orange suit on the first dayof CMW Sydney.The full research report is available online,but like us, Joe appeared most interested inthe following three findings:• 96% of Australian marketers claim to use content marketing. And the B2B sector (98%) uses content marketing more often than both its North 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.Introducing Joe Pulizzi…Joe was there to open the inauguralAustralian event and to discuss the recentresearch the Content Marketing Instituteand ADMA had conducted into Australiancontent marketing benchmarks, budgetsand trends.Yes, 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.The critical difference between producingcontent and engaging in content marketingis that content marketing has clear strategicand measurable outcomes.To be effective, brands need to stop creatingcontent for the sake of it, and start focusingon the types of content that are going towork, for both customers and business goals.Likening content marketing to buildingan online home for your brand, Joe asked:“If you’re building a house do you just startthrowing bricks around? No, you call anarchitect and create a plan.’’Content marketing requires strategy.The time for fillingbuckets with contentjust for the sakeof it is long past.So what did Joe have to say?These numbers are both exciting and daunting“”@juntajoe
  4. 4. YOUtility is epitomised inexamples such as the ‘HiltonSuggests’ Twitter handle. It involvesHilton Hotels’ staff monitoringTwitter and answering people’squestions about anything they can help with(best local restaurants, what train to catch,even activities close to a person’s non-Hiltonhotel). They’re using staff time and resourcesto help people who aren’t even customers inthe hope that by helping them, rather thanselling, they’ll gain customers for life.Wave goodbye to classic marketing.YOUtility has always worked – for brandsof all sizes – but in the current marketingenvironment it’s not just an added extra, buta NECESSITY. The classic marketing strategiesof ‘top of mind’ awareness and ‘frame ofmind’ awareness are not nearly as effectiveas they once were because audiences aresplintering. And, fundamentally, they nolonger trust big business.Social technologies like Siri, Facebook andTwitter are taking over from traditionalsearch engines as our primary source ofinformation. Which means that your businessis now competing for attention with yourcustomers’ family and friends – personal andprofessional relationships are merging.Hence the need for YOUtility. If your brandis inherently useful, your customers will keepyou close.This is what Baer calls “friend of mine”awareness.Perhaps the most talked about subject at CMW Sydney was the concept of YOUtility.“What’s that?,” we hear you ask. It’s the term coined by president of Convince andConvert and all-round content marketing guru Jay Baer. He describes it as thedifference between helping and selling.It’s “help over hype” marketing – marketing so useful, someone would pay for it.Jay Baer on… ‘Youtility’Sell something and you make a customer today, help someone with the informationthey need and you’ll make a customer for life.First, ask yourself: “How can I help my customers more?”What are your customers motivated by and what are their needs and their desires?Can you offer something simply for the sake of offering?1. Discover customer needsWhat are your customers searching for onyour site? What are they talking about onsocial media? Go over your analytics with afine-tooth comb and if you still want moreinformation, ASK them in customer surveysor feedback forms.2. Map customer needsMap your customer needs to programs. Thatis, what medium is the most useful way todeliver the information – a blog, a video, amobile app, a printed guide? It’s helpful tothink about WHEN customers will most needthe information when making this decision,e.g. will they have access to a desktopcomputer or only their smartphone?3. Market your marketingMany marketers fail because they thinkthe fact that they produced content is theend of the process. It’s only the beginning.And this is where social media is so usefulin getting your message to your audience.But remember, social media should be usedto promote your YOUtility first, and yourbusiness second.4. Make YOUtility a skill, not a jobYour entire staff should be trained inYOUtility, in helping your customers. It’s askill to be insourced, not a job to be given toone person.5. Make YOUtility a process, not a projectYOUtility should be a component of all yourmarketing strategies, not a concept to beemployed on a project-by-project basis.Five steps to YOUtility:How to apply Youtility to your business@jaybaer
  5. 5. Matt Pinkney on… How to become a publisherThere has been a fundamental shift in journalism in the last five years.Traditionally, there’s always been animosity between the media and marketing. Butcontent marketing is starting to bridge that gap. Because storytelling – such an importantaspect of journalism – is at the heart of content marketing. And traditional media modelsare struggling.As one of the largest sporting organisationsin Australia, the AFL recently took the radicalstep of creating AFL Media – a separatebusiness unit that operates on a 100 per centowned media model. And it’s managed by aformer Walkley Award-winning journalistwho has worked in newspapers for morethan 20 years.The goal was to become an independentnews source, a custom publisher for AFLclubs and a provider of new technologies.The “ultimate aim is to service the AFL fanand their desire for complete coverage offootball,” said Pinkney.So what lessons can your brand learn fromAFL Media? Is it really possible to ‘own’ yourindustry online?1. Tell it, warts and allIt’s important to Pinkney that AFL Mediaproduces genuine news content thatconveys “the real story” – even if it’sconsidered negative coverage. Unlessyour customers can trust you to give themcredible information, they’ll go elsewhere.Transparency with audiences builds trust andengagement.2. Don’t forget about designDesign is a high priority for AFL Media.Content ‘sells’ the story, and design helps to‘sell’ the content.3. Package and link aggressivelyThe curating of related content helps keeppeople on your site. For every piece ofcontent published on, thereis a package of related articles, videos andstats for the reader to consume as well.4. Be braveDon’t protect your brand so closely it’s PR,warns Pinkney. Consumers are too savvythese days, and can spot a hard sell a mileaway.5. Hire great storytellersNo matter the company or thecommunication goals, every brand has astory. And telling that story in a compellingand engaging way should form the crux of allthe content you’re producing.6. Try, test, discard if necessaryOne of the many benefits of digital mediais how easy it is to change and adapt.Some tactics will work for some brandsand audiences, and others won’t. PerhapsPinkney’s best piece of advice was to bebrave – to at least try an idea, watch youranalytics to see if it works and if it doesn’t,simply try something else.In 18 months, the site has attracted 3.2million unique visitors, driven 1.9 millionunique visitors to the clubs’ pages, had 35million video streams and enjoyed 194%growth on mobile. It just goes to show theenormous opportunity for brands that takea brave approach to attracting fans andcustomers.Six lessons in owned media:@MattPinkey
  6. 6. Julie Fleischer on…Think your brand has nothing to say? Or that you don’t have the budget or resourcesto 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:Create delicious meal solutionsthat inspire amazing food storieswhich spread to drive sales andcreate value for Kraft Foods.Taxi Mike’s Dining Guide,by Mike the taxi driverA Canadian cabby had the ingeniousidea of creating a fluoro yellow flyertelling tourists the popular coffeespots, the hottest bars and eventhe best cheap eats in town. Surethe design is primitive, but it offersinvaluable information – includinga street map – which means everyother tourist carries Mike’s numberin their pocket.Think your company is too dull to be extraordinary?If a lone taxi driver can do it, so can your marcom team…Car Seat Helper App,by Phoenix Children’s HospitalThis app helps parents buy the bestcar seat to suit their child’s age,height, weight and special needs,as well as state laws. Why would ahospital develop this? Because usinga safety seat drastically reduces achild’s risk of injury or death, whichmakes their job easier.Planning guides and videos,by Holiday WorldThis budget website allowsparents to plan their theme-parkthrill to a tee, offering detailed info oneverything from weather forecasts andheight restrictions to parking schedulesand safety rules, even what to do withyour pet. They’ve also got multiplevideos of each ride, slow motion or fast.“”Interactive YouTube series,by Life TechnologiesApplied biosystems, cellreprogramming, e. coli… They’re notexactly exciting topics, unless they specificallyapply to you. Life Technologies’ YouTubechannel used the tactic of creating aninteractive video series that takes patientsthrough Q&A scenarios tailored totheir individual medical needs.The 43 videos have more than75,000 views to date.Awesome blog, by River PoolsWhen the global economy flopped,so too did the pool business. OneVirginian company decided to startan awesome blog (their words, andours) and even created an extensivefree e-book, The Only FibreglassPool Guide You’ll Ever Need!. Theybecame the number one source ofpool information in the country, andbusiness has never been better.Ordinary businesses creating extraordinary contentWhat Knot to Do (in theGreater Outdoors), by ColumbiaSportswear CompanyThis app is a pocket guide to 70common knots in six categories –surely more knots than anyone couldever need. It offers clear step-by-step instructions with illustrations tomatch, offeringreal time relevance and, ofcourse, YOUtility.@jfly
  7. 7. Emma Cornwell on… The celebrity effectOur 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.The NRMA has embraced celebrity bloggers,something which has seen their entertainingcontent portal Live4 (a King Content project)get impressive hit rates. In her presentationat CMW, head of publishing at the NRMAEmma Cornwell discussed their approach.Rather than positioning celebrities on apedestal (as you often see in magazines), thestars themselves write the content and sharepersonal thoughts on everyday life withLive4’s audience – Zoe Foster has bloggedabout why we should all eat more cake, andRosso fumed over the state of Sydney’spublic transport system. Their profile pullspeople in, and the remarkable engagementmetrics speak for themselves. So why does itwork so well?In the NRMA’s experience, celebrities aregrateful for the opportunity to get involved.TV heartthrob Tom Williams says he’d ratherbe part of a conversation than not be talkedabout at all, and ex-Home & Away star HollyBrisley loves the idea of working from herliving room (no hair and makeup required).The key to effective celebrity blogging is tochoose the celebrities that best suit yourbrand. Do this well, and their fans will soonbecome yours.The star strategyBuildscredibilityPositionsyour brandAttracts newaudiencesRaises brandawarenessPulls PR
  8. 8. Robert Rose is a strategist in residence forCMI and his presentation was left until latein the CMW event – for good reason. Hishigh level of strategic thinking is not for thefaint hearted and his talk on integratingcontent marketing was one of the mostchallenging from both a technical andstrategic perspective.While those new to content marketing couldbe seen breaking out into cold sweats, thosefamiliar with the industry were left excitedabout the fact that they could now provethat PPC advertising, SEO, PR and socialmedia are not the most cost-effective wayto generate and convert leads when usedindependently.Robert somehow managed to grab everyform of digital marketing by the shouldersand shake them into seeing that they aloneare not the answer to success – and thatthe key for all of them is integrating contentmarketing. How he did this without insultingsome of the PR and SEO agencies in theroom was a miracle but somehow, he did.What he proved was although integratingcontent into PPC, SEO, social media etc.may be a long burn in terms of consumeracquisition, it leads to a far greater spendacross a longer period of time.In other words, integrating contentmarketing results in a greater ROI.Robert Rose on… Integrating content marketing Business owners and marketing managerswho are currently just using SEO strategiesor PR must start using an all-encompassingapproach to their digital marketing.Integrating content into current tactics willhave an outstandingly positive effect.However, it’s important to be aware thatcontent is a slow burn and is a strategyfor those with time who want long-lastingresults. Taking budget from SEO or PPC andusing this for quality content productionmay initially result in a drop in traffic. This isenough to freak any business owner out. Butbear with the strategy, and the traffic you docapture is far more likely to convert to a sale.Remember: less web traffic does notnecessarily mean fewer sales. If you havefewer people coming to your page but arefeeding these potential consumers withengaging content, you will actually start tosee increased sales (with less spend goinginto the conversion!).Even experienced marketers were astonished with the stats that Robert Rosepresented. Could a drop in online traffic actually result in more sales? And how couldyou possibly get that over the line? While many marketers feel confident with thework they produce, what is often missing is an integrated content approach…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 36Ownership benefitsOnce you’ve built your audience, your ROIgoes up since you no longer have to pay rentfor media.monthpaid searchcontent marketing@Robert_Rose
  9. 9. Content marketing isn’t about filling buckets. It’s a long-term strategy to achieveyour objectives and become truly useful to your customers. It’s not about simplyincreasing web traffic but increasing sales. Remember, if you have fewer peoplecoming to your page but are feeding these potential consumers with the engagingcontent they require to make a purchase, you’ll actually start to see increased salesand a much better conversion rate.Give King Content a call on 02 8204 Want to learn more about applyingthese insights to your business?