The Secrets of Successful Content Marketing: Webinar
Did you miss the Content Marketing World event? Me too. But for those who yearn to do content marketing better and smarter, do I have an offer for you: “The Secrets of Successful Content Marketing,”an Act-On sponsored webinar running Tuesday, September 17 at 2 p.m. Eastern/11 a.m. Pacific. Bob Bly, copywriter extraordinaire and Lee Odden, CEO of TopRank Online Marketing, a digital marketing agency,will share their hard-earned expertise on how to double response rates to your direct marketing campaigns with value-added content. And isn’t better response what we all really want?
As for Content Marketing World, the Content Marketing Institute has posted a recap of the ideas and trends that most impressed the CMI staff. Here, abbreviated, are the key takeaways:
You need to know your organization’s purpose – your mission statement – that outlines why your company exists. You need to know whether your customers see you the same way. And you need to be clear about the purpose of your content.
In his keynote address, Coca-Cola’s Jonathan Mildenhall said, “If you don’t have room to fail, you don’t have a way to grow.” The recommendation is to try at least one new idea that drags you out of your comfort zone. For inspiration, remember your first high school dance and read contentgroup’s David Pembroke’s lovely post about fear and content marketing.
Kathy Button-Bell, Chief Marketing Officer at Emerson, remarked that her organization’s marketing “lives in beta,” as they constantly evolve their content and how they create it. Plan for chaos, embrace evolution, and don’t expect perfection every time.
The muse does not come when called; you can schedule all the meetings you want, but the bright ideas may come as spontaneous combustion. Build time into your content creation schedule to brainstorm, but even after you’ve made your plan, be flexible and accommodate the killer ideas that come up later. (You know they will.)
Your competition for audience mindshare isn’t just coming from the other companies that play in your space — you’re competing for attention with every data source out there. Jay Baer said if you want to grab attention, your goal should be for your content to answer every conceivable question your target audience may have, so all they are left to do is focus on enjoying it.
You’re probably gathering lots of data, and you’re probably sharing it with management. This year, people were talking about how to derive insight from these data points. Have a plan for what to do with the data you collect. If you can’t apply what you learn to your content marketing strategy, consider shifting some of your metrics resources into more creative or productive efforts.
Too often, marketers don’t have a full understanding of the technology they are working with, or know how to use it to their full strategic advantage throughout the organization. It’s more than a technology issue; it’s a product of a general failure to communicate — across functions, departments and teams. As marketers, we’re the company’s communicators; be proactive about involving other teams in your development efforts and getting their valuable input right from the start.