Standing Out in a World of Content Overload7 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 writers5
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 approaches7
• 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, @CMWorldhttp://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
1) http://www.flickr.com/photos/paul_the_seeker/14057982277/2) http://www.flickr.com/photos/lodekka/11711453104/3) http://www.flickr.com/photos/flashcurd/8701716741/4) http://www.flickr.com/photos/special-fx/4644755284/5) http://www.flickr.com/photos/alexkerhead/36398603936) http://www.flickr.com/photos/chiemseehotel/8578856499/7) http://www.flickr.com/photos/laprimadonna/4837911136/Cover: http://www.flickr.com/photos/marfis75/13848268535
