Standing out content marketing world 2014 takeaways

Standing Out in a World of Content Overload 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? 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 • 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 Integrate authentic stories into your content 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) All content marketers need to be great writers • 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 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) Use agile marketing management approaches • 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 Content Marketing World 2014 3) Authentic Stories: • • • Kevin Spacey, @Kevin Spacey Andrew Davis, @TPLDrew Joe Pulizzi, @JoePulizzi 4) Unique Practices: 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: • • • • • • Ann Handley, @annhandley Marcus Sheridan, @thesaleslion Kevin Spacey, @Kevin Spacey Andrew Davis, @TPLDrew 5) Great Writers: • Ann Handley, @annhandley Andrew Davis, @TPLDrew 6) Content Comfort Zone: Robert Rose, @Robert_Rose • Jay Acunzo, @Jay_zo 7) Agile Marketing Management: • Scott Brinker, @chiefmartec Collaboration & Project Management solutions Click to learn about Wrike Wrike’s powerful cloud integrations 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/3639860393 6) http://www.flickr.com/photos/chiemseehotel/8578856499/ 7) http://www.flickr.com/photos/laprimadonna/4837911136/ Cover: http://www.flickr.com/photos/marfis75/13848268535 ... Statistics: • Content Marketing Institute, B2B Content Marketing 2015 Benchmarks, Budgets and Trends – North America, @CMWorldhttp ://contentmarketinginstitute.com /2014/ 10/2015-b2b -content- marketing- research/... by Content Marketing World 2014 3) Authentic Stories: • • • Kevin Spacey, @Kevin Spacey Andrew Davis, @TPLDrew Joe Pulizzi, @JoePulizzi 4) Unique Practices: 1) Content Marketing Statistics: • Content. ..1 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 •