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Content Marketing Take-Away

Af Peter Anders Franch, Marketing Lead

Denne uge har været speciel for mange Content Marketing interesserede. I Cleveland, USA har de afholdt ‘Content Marketing World’ som blev afholdt af Content Marketing Institute (CMI). Et storslået show med over 1.700 deltagere fra mere end 40 lande verden over.

Her fremlagde grundlæggeren af CMI, Joe Pulizzi, dele af hans årlige Content Marketing Budgets rapport, hvor han bl.a. præsenterede de 5 mest
effektive marketing-taktikker. Resultatet var:

  1. In person events
  2. Webinars
  3. Video
  4. Blogs
  5. e-Newsletters

Derudover blev nogle af de største udfordringer som marketing står over for diskuteret. Diskussionen gik primært på, at få produceret nok indhold og at producere engagerende og relevant indhold samt den helt klassiske; manglende budget.

Der var dog 10 helt essentielle Content Marketing punkter som enhver Content marketingperson bør fokusere på.

  1. You need customer personas, just like you need buyer personas. Personalization hinges on them! –Ardath AlbeeMarketing Interactions
  2. Content innovation comes from all around us. Find that thing that inspires you and apply it to your industry. –Ann Handley, MarketingProfs
  3. Social is the gasoline that fuels content. –Jay Baer, Youtility
  4. Strategically “eavesdropping” or listening, like HiltonSuggests, can help provide utility and value regardless of transactional exchange. –Jay Baer
  5. The future of content is visual, real-time, mobile, human and cross-platform. Find out what contributes to a moment of inquiry becoming a lead. –Lee Odden, TopRank Online
  6. Behind every successful content marketing program is a home-run piece. –Doug Kessler, Velocity
  7. Customers are a wonderful test bed for floating new ideas! Chances are if they get excited; others will, too! –Ardath Albee.
  8. Leverage research and feast on the content. Slice, dice, tweak, and tweet it. -Todd Wheatland, Kelly Services
  9. Keep in mind the ‘5 rings of buyer insight’ (priority initiatives; success factors; perceived barriers; buyer’s journey; decision criteria) – Adele Revella, Buyer Persona Institute
  10. “If you don’t have the room to fail, you don’t have the right to grow.” – Jonathan Mildenhall, Coca-Cola

Følg hele Content Marketing diskussionen på Twitter #CMWorld.