We are back from a week of eating, sleeping and breathing content marketing. And we feel great! Who knew content marketing was good for the soul?
As always, we left Content Marketing World with a million ideas and couldn’t wait to implement them as soon as we could. But, if we’ve learned anything, we’ve learned that there’s a lot of upfront work involved before you can successfully implement content marketing in your organization.
Let’s take a step back and review what we learned so we know how to move forward.
5 Takeaways from Content Marketing World
- “A World of Stories.” The theme of Content Marketing World 2017. Effective storytelling inspires emotional commitment and engagement from audiences. This was proven in Linda Boff’s keynote. As General Electric’s CMO, she said that GE focuses on telling stories. And then showed us. And, I’ll admit, we teared up. Because, stories.
- Know who you are. So many organizations try to be everything to everyone and it’s just not sustainable. It’s better to decide what you do best, draw your line in the sand and focus your talents.
- Know who your audience is. This was a common theme coming out of many sessions. If we don’t know who we are marketing to, how do we know why we’re marketing to them? Developing personas and, more importantly, referring back to your personas for every campaign, helps you create engaging content throughout their journey.
- Build a bigger audience. So much of what we do with content marketing should be about building audiences. Researchers turn into prospects, prospects then turn into evangelists of your brand. Once you build your audience, THEN you can sell to them. Don’t sell right out of the gate; users know what you’re doing and they don’t like it.
- Measure your version of success. Figure out what metrics are important for your business and for your specific campaigns. These metrics could vary based on the type of content being produced and on which platforms the content is published. Your team will be more successful in creating and optimizing content to achieve content marketing objectives.
So, where do we go from here? Well, I, for one, am excited about shaking things up. To quote Jay Acunzo, “Average doesn’t work anymore.”
To not have a form in front of every great piece of content? Where do I (not) sign up?
Using humor to spark connections? I agree, hundo p.
Just need to get those pesky C-suite people to buy in. But that’s for another post.