I’ll be honest, when I rocked up to Content Marketing World Sydney (or #CMWorld), I was a little sceptical. Primarily because i work in the conference industry so I understand how hard it is to get a decent coffee at these things. Secondly, because I had a feeling the day may be centred around ‘the art of story telling’.
Don’t get me wrong, and you can probably tell by the name of this blog – I love story telling. Ultimately though i feel like that’s where Australia has got a bit stuck when it comes to content. Articles, podcasts, webinars, ebooks, infographics – in my current job we’ve been doing these pretty well for over a year now.
Yes, i know i should be doing more videos, but i was looking for a little more from CMWorld – APAC’s largest gathering of content experts.
It’s the end of day one now and i’ve been pleasantly surprised. The event is really well run and the speakers are very energetic and passionate about what they do. The lunch was pretty tasty too. Coffee, yeah it’s a bit rubbish but you can’t win them all.
Anyway, i wanted to share a few key points i picked up today:
- Content Strategy – Network Strategy
This was the big takeaway for me. We’ve been fine tuning the content strategy for a while now. The term network strategy came up during the morning session and it’s exactly where i want to focus our own efforts. The thing about digital (and no i don’t think print is dead) is that it’s built on a series of platforms, it’s spread by a series of influencers. Those influencers used to be sports stars, actors, musicians, models… Not anymore. Absolutely anyone with a twitter account and blog can become an influencer – let’s try to become them and let’s try to engage with them.
Social proof is becoming paramount. If you look for a picture of a cat in a box – are you more likely to share the cat that only 3 people have looked at, or the cat that has had 300 views? (Personally i’d go for this one.)
There’s a few key things for network strategy: a) find the influencers in your business – websites like Klout can help you find out who has the potential to spread content widely across the network by scoring the people you work with on their social influence. b) appinions – I think toilet roll is a boring subject matter. But if i’m developing a toilet roll product, is my influence matched with the rest of the market? For example, i say no one wants to read content around Claims Leakage in insurance – but what am i comparing that with? Are there conversations happening without my content? Appinion can provide the tools to check you’re not missing a gap. c) People – they are everywhere talking about everything under the sun, let’s find them, let’s engage with them and let’s work together to spread the word beyond our internal campaign cycle.
- Customer Centricity
Without waffling on too much about this, as someone who works in b2b content – it’s something i’ve written about a lot. Today served as a strong reminder to check that i’m talking the talk in my own content marketing practices. 1000 photo’s are added every minute with the #me on instagram. No joke. The new marketing mix isn’t about the ‘4Ps’ anymore – it’s about principles, people, ideas then launch – it’s all about the customer. Marketing is giving people something to talk about. The challenge from today was set: It isn’t the best idea that wins, it’s the greatest understanding of the customer.
- Be honest and fail
The other key area worth a mention today all centred around trial and error. Be honest in your content – if you’re speaking to someone because they are sponsoring your product – tell the reader. If you’re interviewing someone that bought you an ice cream – tell the reader. Also, it’s ok to fail. Push the boundaries. Those ideas that give us a bit of fear… give them a go. It doesn’t have to be so serious all the time.
To sum up in one line we need: relevant audience, meaningful content and consistent engagement.
Looking forward to the breakout sessions tomorrow…