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After a fantastic start to the Content Marketing Show, everyone went for lunch, networked, and chatted content, content and more content. Then we were treated to the afternoon session. If this was half as good as the morning session, then we were all truly in for a treat.
Evergreen Content: The Art of Recycling Resources – Chelsea Blacker (@ChelseaBlacker)
How to take content that you do have access to and make it more exciting
Chelsea then ran through her key points to recycle resources:
Chelsea left us with a final tip. When working on a campaign, always think about adding value, rather than throwing lots of money at the situation.
How To Sell Cups Of Coffee Online – Stephen Leighton (@hasbean)
Stephen (Head Roaster) spent his time telling us about his coffee business – it’s a rags to riches story, but it all makes sense – it’s applicable to Content Marketing.
After telling us where he came from, Stephen’s story picked up when he spoke of a spotty sixteen year old building him his first website. He had little money, no branding. He went abroad to get suppliers and change the coffee world. His mantra was quality, quality, quality.
He had an idea of using video of him drinking coffee, podcasts, create brewing guides, as well as sell all the mod cons, he went and got himself an app, signed up to Twitter – but above anything else, he was going to be nice.
So how does this apply to Content Marketing? Well whilst Stephen confessed to not being clever (his words, not mine), he certainly is driven – every piece of content they create is honest, open and has a clear message. That’s why his business is now flourishing. Some good lessons learned.
Successful Briefs – the key to getting good content – Jochen Mebus (@mebusj)
Getting content is not that easy. How do you get it? Scaling content production, make vs buying, content in different language, blogs, etc.
Textbroker are a leading SEO content creation service, and they have dealt with thousands of briefings – some good, some not so.
So how to get it right? Hints for good briefing:
So how do you get the content that you need? Freelancers, bidding sites, writing sites.
SMM not S&M – Taking The Pain Out Of Social Media Monitoring – Andy Keetch (@andykeetch)
Size isn’t the only thing that matters! We need to understand conversations.
So track these conversations by time and by day. Andy gave us an example with the London Underground. When you see spikes in mentions, you can track these over time, so you can see when is the best time to release content, as well as the right type of content to release at that time.
You can even look at conversions by time and day. This will help to release content at a time that will give it greater potential to convert. Also track your competition.
Ensure that you plan and track before you create or do anything. Plan your reporting:
Set something up, see how it works, and refine it. Then you can make sense of the noise – a lot of it won’t be relevant, so you need to refine; gather, clean, analyse and present.
“Reality is easily accessible data, But you have to frame the right questions.” Scott Thompson, HyperNaked
The Great Content Robery – Simon Penson (@Simonpenson)
Simon started by asking the audience how many people would consider themselves as good at stealing. Effectively, behind every good heist, you need a good team, Ocean’s 11 style. As a former publisher, there’s plenty that we can steal from the offline content world – Simon took us through the following three heists.
Heist Two – How to steal conversions?
Heist Three – Content flow and types? Understanding how your content has delivered over time
Writing Content That Resonates With Influencers – Matt Roberts (@Linkdex_Matt)
Matt’s two favourite words are ‘resonate’ and ‘influence’. These two words that he loves go hand-in-hand.
What does success look like? Likes, shares, views, plus a whole host of other metrics.
“Influence the few, reach the many” – Matt questions whether this is true. The key to success is being human, about influencing the people closest to us.
No matter how good your circles are, they won’t resonate or influence unless the content is quality. Martin Lewis from Money Supermarket was a journalist prior to Money Supermarket, he was very knowledgeable about his topic and created quality.
Does it work? Well Linkdex eat their own work – they created content based on Geo Rankings and Authorship – they used their relationships with industry insiders to resonate and influence, so as far as Matt is concerned it does work.
So a big thank you to Kelvin for organising what was a fantastic event, absolutely for free may I add. Lots was learned, new people were met – I just can’t wait for the next one in 2013!
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.