Be relevant for each channel and be consistent - key learnings from Super Content Marketing
Last week I attended Super Content Marketing to hear what the global experts recommended for achieving content marketing success. The conference is the place where Marketers, Brand Managers, Content Strategists and Storytellers gather to exchange ideas and best practices.
Be smarter, be better and be different - The Red Bulletin
Robert Sperl presented The Red Bulletin, a lifestyle magazine for men. Did you know they produce the whole magazine, from start to finish, directly at the Formula 1? The magazine is handed to readers just a few hours after the interviews are done and photos taken. To avoid "lost miles", as Robert called it when nobody reads your stories, his mantra was to be smarter, better and different. Essentially, they tell human-interest stories about people who live extraordinary lives in real time.
People are more complicated than funnels and conversions
There is no central user journey - ensure that all content tells your brand story;
People are more complicated than funnels and conversions, so don’t try to group people to segmentation models;
All content a brand produces should tell its story and always be relevant, valuable and consistent;
You cannot have a conversation with a tone of voice - talk like a human, to a human;
Go beyond the traditional persona, and go for common needs and pain points.
Maintaining quality is the challenge when too much content is produced
Andrew Brendenkamp from Acrolinx talked about the difficulty to stay consistent and maintain quality when scaling up content production. His company has done a global content impact index, scientifically proving that high quality content leads to better conversion rates. We should probably all focus more on quality instead of quantity.
Narrowcasting instead of broadcasting - be relevant to few
Jyske Bank is a bank with its own TV crew, producing a ton of videos. Their content is both bottom up - allowing their employees to voice their opinions - and top down - placing the CEO in the limelight. They are not afraid of lifting internal problems and add a twist of humour to it, something a lot of us can learn from. Jyske bank also works with what they call narrowcasting, i.e. content to a niche target group, and broadcasting to a wider audience.
Make the most of content that rocks
Jaime Pham from LinkedIn begged the audience to not create dull content. Instead, she said everyone should strive to producing content that is helpful, inspiring and engaging. Her advice was to make the most out of those content pieces that rock, by making it available in all formats (text, videos, podcasts) and using its full potential.
Ericsson - From newsworthy to trustworthy
Ericsson has gone from being newsworthy to trustworthy, by being open with their data and making it available in The Ericsson Mobility Report. Now they are seen by newspapers around the world as a trustful source regarding mobility trends and forecasts.
Key takeaways: How can you become an expert in a specific field? Do you have any data and insights which you could use to build trust and position your organization as a thought leader? It has worked for Ericsson, so it should work for you too.
Get new customers from social media
Davine Rapaport and her social media team at Maersk, one of the world's largest shipping companies, has gone from just posting pictures on their ships and containers to generating leads on social media. They discovered, from their research, that their audiences differ on the various platforms and they want different content:
LinkedIn is the best to get new customers and their audience here wants business news and general information about Maersk;
Facebook is the most popular channel for their fans and employees and they enjoy images;
Twitter seems to be the channel the press prefer to get news about Maersk.
Your audience cares about its needs - not your product
The last speaker of the day was Joe Pulizzi, the man that coined the term content marketing. He talked about the great opportunity companies now have, by being able to reach directly their own audiences. But how difficult is it to be heard? There are so many channels and so much noise.
Only 30% of all companies do content marketing successfully and Joe gave his view on why. Companies fail because they have no clear goals, no strategy and they stop only after three months, according to him, when they don't see any immediate results. Generally, it takes 9-15 months to get results. His advice: be patient or buy an audience from somebody else.
Find your sweet spot, the intersection where you have more knowledge than others and a passion or pain point people have.
Tilt the content to be different.
Be consistent and keep your promise on how often you publish.
Be aware that social channels change their algorithms constantly - don't rely on building audiences there.
- Focus on building up your newsletter subscriber base.
Written by Hanna, Product Owner Poptype