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Key Takeaways from Content Marketing World 2014
The conference in Cleveland focused on the structure and strategy needed for effective content marketing, highlighting the importance of frequency, quality, and personalized content. Key takeaways included the necessity of analytics, the role of emotions in brand attachment, and the value of engaging industry influencers. Actionable strategies were provided for creating and managing content that resonates with target audiences and drives sales.
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Key Takeaways from Content Marketing World 2014
- 2. Conference Overview •Cleveland, Ohio - 2 days of seminars • Hosted by the Content Marketing Institute • 2500 attendees • 33 companies with 7+ employees in attendance • 36 Fortune 100 companies represented
- 3. CMI Research Takeaways Content Marketing NEEDS structure: a department, a process and a strategic plan that is written down. Great content marketers publish daily or more frequently. Effective content marketers look beyond traffic and reach to visitor quality. Most effective content types: in person events, webinars and videos.
- 4. S People don’tbuy raw meat, they’re inspired to eat a steak. Our goal is to create moments of inspiration that trigger the urge to act.
- 5. S Don’t letthe quest for engagement get in the way of the ultimate goal – a sale. More isn’t always better – qualified is better.
- 6. S Content Marketingis not Facebook.Period.
- 7. If you won’tput money behind it, why do it? If you’re content isn’t good enough to be worthy of paid promotion, it’s not good S enough.
- 8. S Personalization isthe key to successful content marketing. It’s not genuine if it’s not personalized.
- 9. To create videoon a budget, partner with the people already making the S videos. REI partners with existing ski video creators to generate ski season content.
- 10. Let other peoplewrite your S blog for you. The new corporate blog is a compilation of influencer content.
- 11. S Ideal contentmix = 65% original 25% curated 10% syndicated.
- 12. Your analytics arewrong. Facebook and Google Analytics usually don’t agree, which means someone is S wrong.
- 13. 22 million pageviews per year 1.13 page views per session 27 seconds = avg. time on site (2 second sound byte)
- 14. S Don’t letdata get in the way of good. Content is not a direct sales tool.
- 15. The best contentmarketers S are journalists at heart. The agency mindset is “what does the client want to say,” the journalist mindset is “what does the customer what to know.”
- 16. S Strong attachmentsare formulated in the same part of the brain that processes emptions. Brand attachment has a high correlation to sales.
- 17. Facebook fans convertat higher rates than non-fans even with the same targeting. S It’s still valuable to have Facebook fans.
- 18. On Facebook youare interrupting S babies and cat videos. On LinkedIn and SlideShare people are seeking out business content.
- 19. S Administer agroup on LinkedIn to better engage with prospects.
- 20. “On brand” doesnot mean “all S the same.” When it comes to content, brand standards should be treated as guidelines not rules.
- 21. Actionable Items Createa strategic content marketing plan and write it down. Gate coupons, giveaways and high value content with email and preference info and start creating buyer personas. Use retargeting and paid advertising channels to push relevant content to your different buyer personas. Scale company blogs by engaging industry influencers to blog for you. Repurpose existing content by “slicing and dicing” into smaller segments. Add UTM tags to all content links. Administer an industry group on LinkedIn, in addition to your brand page. Add your Twitter handle to business cards.
Editor's Notes
- #4 These are the key takeaways from recent research conducted by the Content Marketing Institute.
- #5 As marketers, we’re too focused on moment of purchase. We need focus more on inspiring emotion, not reason (emotion leads to actions, reason leads to conclusions).
- #6 The great social reach-around – we get so wrapped up in providing better “engagement metrics” (which we created to appease bosses/clients) that we stop focusing on the ultimate goal, which is converting sales. More comments or likes doesn’t always equal more sales – fewer likes from more qualified customers = better sales.
- #7 We are only as good at social media marketing as we are at content marketing. Facebook is not a great platform to invest in if you aren’t also investing in quality content.
- #8 Traditional ads placed on genuine content perform better than the same ads on other platforms (ads are more effective when used w/ the knowledge content delivers). For the highest ROI, publish content to see what performs well organically – then promote the best content via paid channels. The combination of content + paid advertising = 4x ROI for Kraft (they use retargeted banner ads and email marketing to promote personalized content to specific users.)
- #9 Kraft moved from magazine (generic) to personalized content via digital (email, targeted banner ads). They use an in-house tool to place followers in buyer personas and deliver content that is responsive to likes/dislikes of each persona. **Actionable Insight: start collecting emails and personal data to place your fans into personas. Then use personalized content engage with them about topics they are interested in. The key is to get someone to come back to your website a 2nd time (first time is task specific, second time is primed to convert).
- #10 ALSO: go through old content and repurpose it to be used again – slice and dice a larger video into smaller segments.
- #11 Have a set group of category influencers who blog for you a couple times a month. It’s a scaled way to manage quality content.
- #13 When you see “direct” in your google analytics, it really means we don’t know. Traffic coming from Facebook and Twitter apps, for example, can’t be tracked because they don’t use referral strings, so they get categorized as direct traffic. Additionally, Traffic from search ads on engines other than google show up as organic traffic. **Actionable Insight: Place UTM tags on every link to accurately track where traffic is coming from.
- #14 The website www.nooooooooooooooo.com is a one page site, with a 2 second sound clip – but google analytics says it gets 1.13 page views per session, and 27 seconds avg. time on site. That’s impossible. I repeat – you cannot blindly trust analytics data.
- #15 Content is how you rope people in – then use direct sales tools to convert your leads. You cant judge a video by how many customers it converted. Content changes attitudes and perceptions and primes people to become customers via direct sales tools.
- #17 Strong brands have 2x ROI of brands without strong attachments. Attachment is different then favorability (attachments are connected to self-contextualization). Promotional messages have higher short term traffic, but brand messages have longer term effects on brand attachment which is more closely correlated with sales. Highest ROI is from a combination of promotional and brand messages. In order to form attachments, you need to form an emotional connection with the user. The most powerful emotions: affection, connection (empathy), and passion.
- #18 But its only valuable to have “real” fans – i.e. relevant fans. Lots of likes is not valuable unless they are people that are actually interested in the brand and engaging with the content. Target Facebook advertising using your email list to gain relevant likes.
- #19 For successful B2B marketing, choose the appropriate publishing platform.
- #20 Groups give you the option to send weekly emails to all group members, it feels more genuine than a brand page, it’s a great way to get user generated content and create real discussion. You can also see group members’ profiles (which is not true of brand pages), and if the group is active and well-administered LinkedIn will promote it (for free).
- #21 It’s important for content to stand out and be visually different based on the platform, the audience, etc. If you have a stodgy brand but you’re targeting millenials, your content needs to look different, and be appropriate for that audience. You can still have the same brand values without making all your content look the same.