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


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Top insights from day one of 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 one. Enjoy!

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

  2. 2. The Content Marketing Revolution Joe Pulizzi, CMI Joe Pulizzi talked about the importance of creating ‘sales, savings or sunshine’ with all content. Is it going to help your brand sell something, save money or create a happier customer? The key is to understand what you’re communicating is more valuable than what anyone else in your industry is communicating. Too often, he said, brands are just creating ‘me too’ content. You have a different voice, different goals and a different audience, so you have to focus on best- in-class content. You can’t just make the story incrementally better. You have to tell a different story. @JoePulizzi
  3. 3. A New View: Content as the Centre of Power Mark Schaefer, Return on Influence for You and Your Organisation With these more in-depth content formats, we have a real opportunity to connect in a meaningful way and have the content move in a massive way. Mark Schaefer’s main point was around the new ROI: return on influence. Influence in the online space is measured by how quickly you can move or ‘ignite’ content. Relevant audience, meaningful content and consistent engagement are key. You have to remember that not all content is created equal, and you won’t be able to create that influence with just Twitter, Facebook and other social channels. In general, he said, this means blogs, podcasts or videos. @markwschaefer
  4. 4. Mark Schaefer @markwschaefer
  5. 5. The Three Models for Content Creation Robert Rose, CMI Creativity is not a talent. It’s a way of operating. Marketing has fundamentally changed. Duh! We all know this. But unfortunately the marketing industry hasn’t – our organisational processes aren’t yet ‘content friendly’. Robert Rose spoke about the four archetypes of the content creation process – the promoter, preacher, professor and poet. The important thing is to believe you have the ability to create great content and to establish a process that is scalable and repeatable. Give yourself permission to spend time thinking. Leverage existing content. Be smart. Be efficient. And you’re more likely to be successful. - John Cleese @Robert_Rose
  6. 6. @Robert_RoseRobert Rose
  7. 7. The 3 “E's” of Content Scaling Colleen Jones, Clout and Does Your Content Work? The question is not whether to scale your content approach, but how to do it. @leenjones Colleen Jones explained that if you don’t plan your content scaling approach carefully, you risk wasting time and resources, losing sales and losing competitive advantage. To plan it properly, you need evaluation, engineering and empowerment. You need to take stock of your content to make sure you understand what’s working well. You need to plan the technology to deliver the right content to people at the right time on the right device. If you empower your teams to speak the same language and work together, you’ll have the same kind of success as Dell.
  8. 8. @leenjonesColleen Jones
  9. 9. Marketing is NOT a department - it’s the story Bernadette Jiwa,The Fortune Cookie Principle of how you create difference Marketing isn't a department. It's a story about how we create difference for our customers. Jiwa introduced The Difference Model - a radical re-imagining of the four 'P's of the traditional marketing mix (product, price, place and promotion) where people and empathy are placed at the core of marketing activities. By taking the time to empathise with your customers and deliver true value in the form of both content and products, Jiwa argues that you can not only boost your bottom line but turn your customers into passionate social advocates. Remember: people buy with their hearts, not with their heads!
  10. 10. @bernadettejiwaBernadette Jiwa
  11. 11. The Psychology of Content – Leveraging Todd Wheatland, King Content Human Nature in Your Content Strategy @ToddWheatland We are hardwired to remember details when they are wrapped in a story. Todd Wheatland touched on the key elements of human behaviour that all content marketers should understand in order to create content that truly resonates. Reciprocity, scarcity, authority, liking and consensus are powerful human behaviours that influence buyer behaviour on a daily basis. To create effective content, marketers must start by understanding their audience – and this goes beyond knowing your customer’s likes, dislikes or pain points to encompass their very behaviour as driven by emotion.
  12. 12. @ToddWheatlandTodd Wheatland
  13. 13. Constructing The World’s Biggest Social Media Jesse Desjardins, Tourism Australia Team (with no resources) @jessedee How do you create something that will allow other people to tell their stories? To build the ‘world’s biggest social media team’ for Tourism Australia, Jesse Desjardins made the decision to put responsibility for content generation in the hands of fans and followers. In doing so, he not only built an infinitely scalable platform, he also created an army of content warriors and brand ambassadors, all empowered to tell their own stories of Australia. This has allowed Tourism Australia to hijack popular culture and win headlines around the world. He explained real-time marketing isn't easy, but it is about having the right systems, platforms and culture in place.
  14. 14. Taking Your Content from Boring to Found Tim Washer, Cisco Systems @timwasher If you don’t have a good story to share, show pictures of sharks. Tim Washer is a self-proclaimed expert in the ‘drivers of boring’. And what’s the opposite of boring? Entertaining! He’s that as well… It’s a powerful thing to make someone laugh. And if you can make someone laugh, they’ll tell your story for you. So what makes content boring? Complexity, the committee, over- analysis and fear. Your job as a content marketer is to break these four barriers. We’re communicating with people. And we should think like people, not like institutions.
  15. 15. @timwasherTim Washer
  16. 16. 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