messagingLAB's Summary of the Contently 2015 Summit
10
messagingLAB CAN CONTENT BETTER POWER YOUR COMPANY? THE COMING CONTENT STORM (WHAT WE LEARNED AT THE CONTENTLY 2015 SUMMIT) November 2015
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Transcript of messagingLAB's Summary of the Contently 2015 Summit
messagingLAB
CAN CONTENT
BETTER POWER YOUR
COMPANY?
THE COMING CONTENT STORM (WHAT WE LEARNED AT THE CONTENTLY 2015 SUMMIT)
November 2015
messagingLAB
LAST WEEK, WE ATTENDED CONTENTLY’S 2015 SUMMIT*. HERE ARE A FEW KEY TAKEAWAYS.
BACKGROUND:
*Contently is one of the biggest names in content marketing technology. Their annual conference examines the intersection of storytelling, technology, and how the most effective brands and marketers are using the combination to reinvent audience engagement. This year’s event was held in NYC on 11.05.2015.
messagingLAB
Q. IS CONTENT MARKETING A STRATEGIC DIFFERENTIATOR? A. YES, CONTENT CAN BE IF VIEWED AS AN ENTERPRISE-WIDE ASSET THAT CREATES VALUE WHEN MEASURED. - REBECCA LIEB (@LIEBLINK), DIGITAL MARKETING STRATEGIST
#1
SOURCE: REBECCA LIEB/ALTIMETER GROUP
messagingLAB
ONLY 12% OF BRANDS ARE CONFIDENT IN THEIR ABILITY TO USE CONTENT EFFECTIVELY.- CMO COUNCIL
#2
messagingLAB
OVER THE NEXT 3 YEARS, CONTENT MARKETING WILL BE DRIVEN BY TECHNOLOGY INFRASTRUCTURE. ONE METHODOLOGY FOR SUCCESS IS CHOOSING THE RIGHT CONTENT CREATORS. - CONTENTLY
#3
messagingLAB
FOR US, IT’S ALWAYS PEOPLE FIRST. WE USE OUR CONTENT TO SELL OUR THOUGHT LEADERSHIP. IT ALSO HELPS OUR PEOPLE FEEL PROUD TO WORK HERE.
PAUL DUNAY, PWC
#4
messagingLAB
MAKE YOUR CONTENT SO GOOD YOUR COMPETITORS WILL SHARE IT. - BEN PLOMION, SVP GUMGUM (EX-GE)
#5
messagingLAB
A FEW THOUGHTS & QUESTIONS FOR YOUR COMPANY1. IS CONTENT MARKETING A STRATEGIC DIFFERENTIATOR? Yes. Perhaps marketing communications
develops a lot of content – but is that content treated as a corporate asset? How is the value of a piece of content determined? Have you conducted a content audit that includes website, social media, and marketing collateral to ensure content is not being duplicated?
2. ARE YOU USING YOUR CONTENT EFFECTIVELY? At messagingLAB we say, “Content is everywhere. Valuable content is not.” Lead generation shouldn’t be the sole purpose of B2B content (see 5 below). Is there a model for repurposing content? Is there a model for testing the effectiveness of content in new social channels? If you’re unsure about the use of your content, the success of a piece of content can be measured using traditional PR metrics combined with simple online metrics.
3. WHAT ABOUT TECHNOLOGY? Contently is selling their platform and access to journalists (clients include GE, Google, ING and NBC). We are seeing increased use of content marketing technologies among clients. These platforms are useful (1) for measuring effectiveness and (2) as a way of managing editorial calendars, workflow, etc. Your content creators need to have copywriting/storytelling, strategy, social media, distribution and measurement skills. Let’s discuss, test and learn.
4. SHOULD WE USE CONTENT FOR THOUGHT LEADERSHIP? Yes. We have seen positive preliminary results with thought leadership content. Why not create thought leaders of your executives? Your scientists?
5. IS YOUR CONTENT SO GOOD, YOUR CLIENTS SHARE IT? We would love to know. Do you regularly engage with clients to determine what is working for them? What problems can you solve better? How often is your content shared?
messagingLAB
A FEW MORE TWEETS FROM THE CONFERENCE
messagingLAB
ASK ME WHAT ELSE I LEARNED. I’D LOVE TO SHARE. EMAIL ME [email protected] OR CALL 646.233.3188
