Standing Out in a World of Content Overload 7 Takeaways from Content Marketing World 2014 презентация

Marketing World 2014

Marketers created more content this year

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

How will your company stand out?

1

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

audience

Great stories generate:
Conflict & suspense
Empathy & authenticity
Tap into emotions
Foster aspirations in your audience

Drive meaningful attention

3

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

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

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

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

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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