cincinnati copywriting & content professionals meetup: content marketing world 2013 takeaways
Post on 01-Nov-2014
272 Views
Preview:
DESCRIPTION
TRANSCRIPT
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Content Marketing World: Takeaways, Trends, and Tips
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Chase Howell
Digital Content Coordinator
@ChaseHowell10
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Content Marketing World
Cleveland, Ohio | Sept. 9-11, 2013
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Main Points
• Help not Hype• Be interesting• Become a journalist• Build your authorship• Brand preference is slipping• Videos are a must• Interesting statistics
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Help not Hype• Be helpful to others, don’t
boost your own brand/image• Use social media to help first,
promote company second• Help customers solve
problems in their life, not just your services
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
• Trust is the way to win business success• Be transparent, even with flaws• Worry less about selling and more about teaching
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Even if a customer doesn’t fill out the “Contact Us” form immediately, they still may be interested.
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Be Interesting
• Competition on social media is so much higher because you’re up against personal relationships
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Make things shareable• Make it quick
to share• Make it easy
to share• Make it cool
to share
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Authorship Example
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Authorship
• Google authorship elevates the writer• Who the author is could be factored into rank
– Anonymous authors not ranking as high– Set up rel=auth
• rel=pub hasn’t shown to be as effectiveSo…market your own authorship, as well as helping your client.
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Become a journalist• Write a good hook
to grab reader attention
• Provide a twist on trending news, localize a national story, nationalize a local story.
• Offer helpful, useful information
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Tell a story
Why?
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Top 6 Brands in Highest Quintile by Category
• Consumer’s preference for marketer’s brands has declined by average of -1.68% per year during past decade
Brand preference slipping
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
So….
• How do we separate our clients from the crowd and make them the preferred “brand” in their market?
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Videos are a must• 60-90 seconds and dropping• Spend the most time/money on home page
video explaining what you do, why you do it• Tell a story (documentary style possibly)
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Interesting Stats
• Consumers are 44% more likely to engage on a site if there are photos
• Consumers are 85% more likely to engage on a site if there are videos
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
A/B split testing• Consider using Optimizely
A B
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
57%
43%
% of U.S. population that owns a smartphone
Has smart-phoneIsn't with the times appar-ently
@ChaseHowell10@GNGFound Chase Howell | Digital Content Coordinator
Questions?
• chase@gngf.com• @ChaseHowell10• plus.google.com/+ChaseHowell• Connect with me on LinkedIn!
top related