What I Learned About Content Marketing From the Experts

April 4, 2014

Earlier this week, I was fortunate enough to be one of 36 marketers in Australia invited by content agency King Content to attend a breakfast with Joe Pulizzi and Robert Rose of the Content Marketing Institute, along with SlideShare expert Todd Wheatland. The breakfast followed hot on the heels of Content Marketing World Sydney and offered the chance to get up close and personal with thought leaders who are world-renowned in the content marketing space. Here are some of my key takeaways:

Content Marketing World Sydney Breakfast

Who owns content marketing? The rise of brands venturing into content marketing is forcing companies to rethink the way they structure their teams. In a lot of instances, content marketing divisions are formed as a subset of marketing departments. But content is being created across departments by people in marketing, PR, HR, tech and sales. To be successful, content marketers have to work across teams towards a common organizational goal.

How do we measure content success and what’s the value of likes, comments, shares? Likes, comments and shares help us understand engagement with a particular channel. But engagement is not a goal. The key to measuring the success of content lies in knowing why you are there in the first place. The C-Suite want to draw a direct line to a sale to justify budget, so as marketers we need to be establishing goals that link back to business objectives such as driving traffic or creating more upsell opportunities.

What is the role of content in crisis management? If a brand has a robust channel where they regularly communicate with their customers and brand advocates, whether this is a blog or on a platform like LinkedIn, they already have a group of brand advocates and a trusted platform where they can respond in a crisis situation. Properly communicating through these channels can be a cost effective alternative to an expensive above the line campaign.

Should global brands control global content? The purpose of content marketing is to engage and strike an emotion with an audience that encourages them to take an action. What engages and resonates will be different in different regions, so whilst content can be created globally, it needs to be up to the people on the ground locally to select what gets distributed and localized for their market.

How can content be entertaining when a product is “boring”? Effective content marketing is about evoking emotion. Whether the product is tangible or a service, we must tell the story behind the product -- stories are what resonate with people.

Long form vs short form content? Publishing is getting competitive. The white paper has traditionally been king for content marketing but it’s not realistic to continue to produce them at the rate that new content is needed to keep audiences engaged. The answer is leveraging those white papers to repurpose into shorter content, for example 6 short eBooks or using a key point to produce an infographic. This “carving of the turkey” tactic helps marketers maintain quality but cut down on the time needed by creating more digestible content.

Nell Norman-Nott is a senior marketer on the LinkedIn Marketing Solutions APAC team, leading marketing in Australia and New Zealand.

Photo source: King Content


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