Day one of Content Marketing World Sydney certainly did not disappoint. The bevy of content marketing experts that presented yesterday spoke about everything from content creation processes to creating engaging content and much more. While there was too much information shared for us to do it justice in one blog, here is a summary of the key takeout from each presentation that left us feeling inspired and excited.
Content as the centre of power for you and your organisation
Presented by Mark Schaefer, Author ‘Return on Influence’
The formula for creating your power of influence on the web:
To read more on Mark’s presentation read our previous blog.
The four models for content creation
Presented by Robert Rose, Chief Strategist, Content Marketing Institute and Author, ‘Managing Content Marketing’
- The Poet: creates content which sparks an emotional connection with the audience, in order to bind our brand to our audience’s belief systems and create affinity. Drives: emotionality
- The Promoter: creates content to address the needs and wants of our audience, facilitates the sale of products. Drives: awareness
- The Preacher: creates content for an audience looking for answers, intended to drive awareness of an organisation’s approach. Drives: engagement
- The Professor: creates content to build trust, establish an organisation’s differentiated approach and build relationships. Drives: meaning
The three E’s of content scaling
Presented by Colleen Jones, Author,’ Does Your Content Work?’
- Engineering: understanding how to scale the implementation of your content marketing strategy in order to deliver highly tailored content to your audience.
- Evaluation: An ongoing assessment of whether your content is effective. This is often the bugbear for marketers but an extremely important step in order to refine your strategy and make informed decisions to better your efforts.
- Empowerment: enabling your team to make effective decisions that align with your content marketing strategy. Conversant + collaborative = empowered content culture.
Marketing is NOT a department, it’s the story of how you create difference
Presented by Bernadette Jiwa, Author, ‘difference’
Advertising is not a shortcut to being significant to customers. According to Jiwa, the traditional marketing mix is out-dated. Instead marketers should consider the ‘Difference Model’, which consists of the 6 Ps:
- Principles: what’s the truth about us, the industry, the market and the people we want to serve?
- Purpose: why do we exist?
- People: who is this for exactly?
- Personal: how can we change how people feel?
- Perception: what do people believe? What would we like them to believe about us and about themselves in the presence of our product?
- Product: what do people really want? What value does your product or service create for customers?
Taking your content from boring to found
Presented by Tim Washer, Social Media Lead, Cisco Systems
Humour never fails to entertain and engage an audience!
Drivers of boring:
- Complexity: keep it simple
- “The Committee”: found especially in larger organisations. “The Committee” tends to become a road block to creating great content as they tend to be risk averse.
- Over-analysis: don’t let ‘analysis paralyses’ stop you from making the leap.
- Fear: of the unknown. Instead of letting get in your way, follow the fear.
Sources for story idea inspiration:
- Stories of invention
- Stories of failure
- History
- Industry experts: authors, professors, association, historians, bloggers, etc.
Stay tuned for more from Content Marketing World. Our very own Carden Calder is presenting today; talking about how to turn old world content into content marketing assets for the future. If you can’t make it to the conference you can follow us on Twitter for all the conference updates.
