Braving the sweltering heat, I managed to make it down to this year’s Content Marketing Show in London yesterday.
For all of you who couldn’t attend, here are 76 of the best tips from the speakers.
Stephen Waddington: Can a Brand Ever Truly Be Social?
1. The social media party:
- ‘Nice but dim’ social – brands that try hard to be relevant but it’s not working; they look silly.
- ‘Nutters’ – Hashtag jackers. Not human. No empathy.
- ‘Automation’ – Lack of thought. Lack of process.
2. Stop posting rubbish on the internet – there’s enough on there already.
3. Think of social like Maslow’s hierarchy of needs.
4. Social media is intrinsically human.
5. Be very careful when you automate at scale – brands should not be robots.
6. Be brave. Challenge your organisation. Do the best work that you can do.
7. Can a brand every truly be social? Yes it can, but it needs to be empathetic and it needs to be human.
Johary Rafidison: How to use Data for your Content Strategy
8. Most data that you need is already available and often it is available for free.
9. Use data to tell your story.
10. Present this data in an interesting or cool way (Recommended tools: Gelphi & Cartodb).
Fergus Parker: Content Marketing Yearbook 2014: Highlights and Low-Lifes
11. Effective content marketing is not easy.
12. £4 billion spent in the United Kingdom on content marketing – £2.1bn is not used appropriately.
13. Seven things to focus your content on – inspire, educate, emotional connection, belief, meaning/purpose, relevancy and authenticity.
14. Produce content for people who already have an audience.
15. Be authentic.
16. Never sell yourselves or your products.
(photo via @danielbianchini)
Jasper Martens: Case Study: Create an Inbound Marketing Strategy in a Boring Industry
Jasper Martens provided some basic but essential tips that anybody who creates content should live by.
17. Produce relevant content.
18. Be consistent.
19. Show “balls” – go big.
20. Use data if you have it.
21. Plan your activities – weekly content meeting, editorial calendar, in-house content facilities, external help.
Emma Dunn: Why People Share Stuff
Emma Dunn shares a somewhat psychological analysis of the activity of sharing on social media:
22. People like sharing things that make them look good.
23. People like sharing things that surprise them.
24. People like sharing things that trigger emotions.
25. People like sharing things that will help others.
26. People love sharing things that will tell the world about themselves.
Andrew Tipp: Why Thinking like a Poker Player will Make You a Better Content Marketer
27. Inspiration can come from anywhere – data, information, strategy, competitors, results.
28. Data tells a story.
29. Don’t be a cowboy – be data-led.
30. Focus on the information we have available.
31. Research competitors to find out how they’re outplaying us.
32. We need to create original strategies for every campaign.
33. Don’t persist with content that isn’t working.
Steve Masters: How a Journalistic Approach and a Magazine Mindset Improves Brand Content
34. Think like a journalist.
35. Journalists tell a story really well.
36. Find good angles, good ideas.
37. Interviews improve storytelling.
38. Unseen content is useless.
Andrew Davies: How do you Measure Content Marketing? The $44bn Question
39. Leaders measure their marketing efforts more.
40. Evolve a data-driven content strategy.
Ralph Goldberg: The Hero’s Journey: Using Archetypes in Video Marketing
41. Enhance the power of stories
42. Make video accessible to all companies and businesses
43. Clients often need help making videos and what to do with them afterwards – getting them seen.
44. Stories are the delivery mechanism – the syringe. Archetypes are the needles.
45. In 2018, 79% of consumer internet traffic is predicted to be video. 53% of sites with properly-optimised videos are more-likely to rank on page 1 of Google. Retention rates are higher too.
46. Need to convey as much information as possible within a short amount of time.
Wes West: Making Animation for the Web
47. Animation – show people rather than tell them what’s happening.
48. Keep your animation short to prevent people getting bored. Your message should be throughout – not just at the end of the animation. Aim for 45-60 seconds.
Nichola Stott: Getting Past the Buying Objection with Problem-Solving Content
49. 90% of consumers find custom content important.
50. 61% of these consumers feel better about a business and are more likely to buy because of this content.
51. The selling process: Understanding the customer, experiential, selling value, solution, feelings, emotions.
52. First stage: Research, ask, listen. Second stage: teach, qualify, close.
53. Data is useful during these stages.
54. Utilise forums and Q&A sites – we want people right at the start before people know we can solve that problem.
Marcin Chirowski: How to Organise Successful International Blogger Events
55. You’ve got to be honest with bloggers. Start by connecting with them on social. Before you ask them to do anything, listen to what they have to say.
56. Work with locals – you are after their local knowledge, language skills and connections.
57. Engage before and after a blogger event and stay connected with bloggers after the event.
58. Be exclusive with the bloggers you work with.
59. Involve the bloggers’ audience – use paid social if required.
Chelsea Blacker: Motivational Content Stories For the Down Trodden
60. Content doesn’t mean a thing if you can’t connect it with ROI
61. Use the phone when researching – it is much harder for publishers to say no when you’re on the phone to them.
62. Think of publishers as partners – involve them and they will buy into your project.
63. Hire experts to help spread your message. Want to write about nutrition? Hire a nutrition writer.
Charlie Williams: Gateway-drug Content Strategy Elements you Should Use
64. A lot of people have websites but they don’t have a content strategy.
65. Always ask yourself “why are we making this content?”
66. What do you want from your content? Sales? Links? Shares? Subscriptions?
67. What offline content do you already have? Brochures, sales letters, etc.?
68. Put the users’ wants, needs, loves and goals first.
69. Find business experts and take them for a drink. Ask them lots of questions. What do users actually want content to do? What are their problems/needs/wants?
70. SurveyMonkey, Polldaddy, SurveyGizmo to scale your surveys and gather lots of data quickly.
71. Find research that your competitors have already done. Add to it/make it better.
Lisa Myers: Running and Motivating a Creative Content Team
72. Always do what works for you.
73. Attitude is the most important skill to consider when you are recruiting creatives.
74. Seize talent when you see it, not just when you need it – be open to hiring people even when you don’t need them.
75. Autonomy, Mastery and Responsibility.
76. Give people room to create their own processes and allow them to do things their own way.
As always, if you notice any errors – please let us know in the comments section below.
I look forward to next year’s event.