This week: Could silos be good for your business? improving your IA, content after Hummingbird and the best branded Vines of 2013.
This week we focus on content marketing, hashtags, personas and the future of law enforcement…
This Week: Top tasks with Gerry McGovern, SEO 2014 predictions plus find out what engagement really means to the BBC, ITV and Channel 4…
This week: rethinking your homepage, Service Design, keeping it simple and Iron Maiden???
Hubspot’s Kieran Flanagan banged the drum for personas which should be the central focus of any content marketing strategy. If you don’t use these then you won’t be able to create compelling content for your target audience – you’ll be producing spam.
- Creating ‘remarkable’ communications is not marketing ‘fluff’ – it’s about targeting…
- Content is important but so is context. Distribution is essential to any campaign – if you spend ten hours making a piece of content, you need to spend another ten hours promoting it.
- Target your communications – Kieran took us through Facebook ads and Twitter.
- He recommended paid content discovery services like Outbrain.
- Always know the right time to promote your content to your desired audience. Ask yourself: ‘when is the right time I can really add value here?’
Here are the presentation slides…
This week: a closer look at the travel industry, what semantic search means for content strategy, BIG CONTENT and lots of these ######.
Tom Elgar, co-founder of blogging platform Passle, delivered some interesting insights from their recent B2B survey:
- 80% of businesses don’t have a blog
- 35% of those with a blog are ‘dead’
- only 13% have an updated blog
- only 18% of B2B companies know what content marketing is.
- but…70% of businesses understand the value of a blog.
- The passle tool creates a slideshare directly from the platform which can incorporate tweets and other social media activity from your campaign.
- If content is central then community works
- if not use content to get found and show competence to help sell.
Jon Norris, from the accountancy firm Crunch, look at some of the tired and tested processes that we could use for our content strategy.
- We have more innovations that we could ever need, in the history of innovations, it’s all happening NOW.
- Mature services like Twitter or Facebook open up their services via API to help their users and overcome platform silos.
- After trying numerous workflow tools, Jon decided to use a whiteboard with post it notes – based on the agile Kanban board method
- If your software methods aren’t working, burn them.
- A note board can show instant visibility, reduce software costs and reduces time for planning and reporting.
Jon signed off by asking us to reconsider our software choices.
It was a simple message but well presented. I probably wasted hours of my life flitting from Google Drive to WordPress. Sometimes easiest is best.