Standing out content marketing world 2014 takeaways

Standing Out in a World of Content Overload7 Takeaways from Content Marketing World 2014 Standing Out in a World of Content Overload 7 Takeaways from Content Marketing World 2014... More

Standing Out in a World of Content Overload

7 Takeaways from Content Marketing World 2014

Standing Out in a World of Content Overload

7 Takeaways from Content Marketing World 2014

More content is being generated than ever before

• 70% of B2B Content Marketers created more content this year

• 55% will increase and 32% will maintain Content Marketing spend

• How will your company stand out?

1

The Buyer’s Journey is not a guided

tour

• Buyers can’t usually be escorted in their journey from awareness to purchase

• Understand where they land on their journey and establish a presence at each spot, including 3rd party sites, review sites, social platforms, search results

• Advanced: Be the potential buyer’s “point of inspiration” by creating and sharing inspiring and authentic stories

2

Integrate authentic stories into your content

• Find real stories that engage your audience

• Great stories generate:

• Conflict & suspense

• Empathy & authenticity

• Tap into emotions

• Foster aspirations in your audience

• Drive meaningful attention

3

Unique Practices are better than Best Practices

Copying Content Marketing approaches (“best practices”) is less valuable than finding your unique approach

Some ways:

• Develop a strong, unforgettable voice

• Be the best at something (e.g best “digital” teacher)

• Document (or create) compelling stories (see #3)

• Go beyond traditional content (see #5)

4

• Writing will never diminish as a key part of Content Marketing

• Even if your job description is not a “writer,” great writing is still essential (for ads, emails, posts, press releases, slidesets, web content)

• Managers: hire people who can write well (look at samples)

• Marketers: continue to hone your writing skills

All content marketers need to be great

writers

5

Move beyond your content comfort zone

Blogging, eBooks, Infographics, webinars – yes, we know the drill What else?

• Understand your buyer’s ultimate goal and process

• Develop “things” that replace parts of their process

• Examples: Calculators, self-assessment tools, digital assets (like stock photos or buttons for web), presentation templates (like a

VC pitch deck), statistics (to help with internal pitches)

6

Use agile marketing management approaches

7

• The online marketing world is complicated - cause and effect are often hard to connect

• We’re also in a time of rapid change and need to stay nimble

• A Waterfall approach to marketing management (plan, build, measure, deliver) is sub-optimal in this

environment

• Agile practices with long term planning, shorter work cycles and active communication better allow marketing

to align with changing priorities

Lessons inspired by

1) Content Marketing Statistics:

• Content Marketing Institute, B2B Content Marketing 2015 Benchmarks,

Budgets and Trends – North America, @CMWorld http

://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/

2) Buyer’s Journey:

• Andrew Davis, @TPLDrew

• Robert Rose, @Robert_Rose

3) Authentic Stories:

• Kevin Spacey, @Kevin Spacey

• Andrew Davis, @TPLDrew

• Joe Pulizzi, @JoePulizzi

4) Unique Practices:

• Ann Handley, @annhandley

• Marcus Sheridan, @thesaleslion

• Kevin Spacey, @Kevin Spacey

• Andrew Davis, @TPLDrew

5) Great Writers:

• Ann Handley, @annhandley

6) Content Comfort Zone:

• Jay Acunzo, @Jay_zo

7) Agile Marketing Management:

• Scott Brinker, @chiefmartec

Content Marketing World 2014

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Photo Credits

2) http://www.flickr.com/photos/lodekka/11711453104/

Cover: http://www.flickr.com/photos/marfis75/13848268535