Following the brilliant cm show earlier this year I thought I’d attend the third event this year and report back. Here are the notes that I’ve gathered from the event.
- Distilled’s Hannah smith discussed how to engage your clients at that discovery stage in her ‘throwing shit against the wall and seeing what sticks’ presentation. Quoting Mark Zuckerberg “people may be more interested in a squirrel dying outside your window than children dying in Africa.” Our attention is dictated by our facebook newsfeed so our content marketing strategy needs to adapt to these conditions.
- People need to love your marketing if they are going to share it.
- Content should be goal driven. What you create depends on what you want to achieve. It’s not always easy to create a story to attach a story to persuade to covert. Self-serving messaging (blatant PR) will not get people to share and may even damage your brand.
- You brand is not what you sell, it’s how you sell it. People talk about ‘off brand’. Redbull was highlighted as a good example, a publisher of extreme sport content, a new business model. Businesses need to think beyond their products and content marketers need to help them with this. Also Simply Business, The Happiness Generator, UK festival finder for the trainline.com.
- How do you figure out what your audience wants, needs? Find people in your target audience, ask them about the problems they face, what do they do online, offline? What do they share, what sites do they read, where do they shop?
- What works for one company might not work for another. Find what works for you. Frame your content appropriately – is social media bad for your phone example.
- Hannah recommended the ‘Made to Stick’ book.
- Hannah signed off by stating there are no guarantees, you just need to launch and see what happens. Failure is part of the process.
- Pick your battles, if your client has no appetite for content that entertains or educates then just concentrate on conversions. Then revisit.
- Address the issues with the content at the beginning.
- Make your content goes further, across all browsers and devices. Make sure your social buttons work, particularly on mobile.
- Make your headline and social share copy ‘clicky’. Hannah referred to Upworthy’s content strategy deck.
- Make sure you have retargetting pixels across everything you do. Test paid promotion – it increases reach.
- Plan to fail, agree what success looks like before the project.
Gather Content organized a great webinar today with Clout author Colleen Jones. Here are my notes from the session:
This week: writing for semantic search, how to shape your proposition around real-time, free SEO tools and plenty of crap!
Writing Content for Users vs. Search Engines: Is There Still a Difference?
Doc Sheldon explains what Panda and Hummingbird means for SEO, what this means for keywords and semantic search.
This week: Looking at the differences between content strategy and content marketing, optimise your social media and a brand new series (possibly) of Game of Thrones…
This week: What Google Hummingbird means for your content, championing content in your team, top tips from Upworthy and keeping it simple with Gerry McGovern…
What Google Hummingbird means for your content
Obviously, with Google deploying their Hummingbird update last month, everyone is talking about how it will impact content. Here’s my top three articles explaining what this means for SEO and content marketing strategies:
Keywords, and #Hashtags, and Hummingbird! Oh My!
Google Hummingbird, and what it means for Online Marketers & SEO
Google Hummingbird: A Mobile Content Marketing Strategy Just Became Essential
In Joe Pulizzi’s recent book Epic Content Marketing he heralds Coca-Cola’s digital strategy as a great example of content marketing in action. Inspired by his ‘epic’ prose I thought I’d take a closer look.
Be warned, some of these insights will make you go ‘arghh!’ rather than Coca-Cola’s intended ‘ahhh.’
Let me cut to the chase – I was so disappointed by Jay Baer’s recent content marketing book Youtility that I wasn’t going to post a review at all. However, after seeing all the glowing reviews online I had to check my Kindle again to see if I’d actually read the same book. Currently, on Amazon.com there are about 50 reviews, mostly five stars. Only one trashes it with a single, derisory comment. To the underdog that wrote that review, this one’s for you.
I’m not going into too much detail about the concept of Youtility here because it’s been covered in detail already. Sure, there are some useful soundbites in the book like ‘Stop trying to be amazing and start being useful’ but I didn’t think there was much in the way of original insight. The basic premise of the book is simply this – make your digital space a helpful destination, not a cold calculating conversion funnel. Hmm, haven’t we heard something like this before?
There’s been a lot of talk recently about The Sun going behind a paywall and we’re still debating whether this will be a success or not. Competitors like The Mirror and MailOnline have already gone into overdrive to capitalise on this opportunity in search, so what has the ‘currant bun’ done to reposition its proposition? Do doubt probably plenty of PR and marketing – but how about the homepage? Does it give me a real reason to start paying for their content? Let’s see…