Last week I spent some time in sunny Edinburgh listening and talking all things content marketing at The Content Marketing Academy Conference (CMA Live).
167 of us piled into The Hub (an amazing venue by the way!) for the two day conference to hear from some of the best known names in inbound sales and content marketing. Marcus Sheridan, Mark Schaefer, Chris Ducker, Erika Napoletano and others, all shared their experiences and knowledge of how content marketing can have a huge impact on business. Not only that, we also heard from businesses who’ve achieved an increase in profits using content marketing principles.
So what did I take away from CMALive17? The answer is – A lot! Here are my top 5:
- Personal branding is the future of corporate branding: For me Mark Schaefer was my favourite speaker of the conference. He talked about how we as brands can get known (i.e. create a presence, build a reputation and become an authority in our field). Within that he talked about a concept that really interests me – personal branding. He focused on how real people in your business can make customers feel special and explained how being ‘hugged’ by a brand will result in loyalty and trust. He also talked about creating a content strategy that works with you using the 30 month mind set. How much can you achieve during this time? A lot I suspect!
- Video is the future of content: Did you know that Google says by the year 2020, 90% of all content consumed online is going to be video? Chris Ducker gave a fantastic talk on how to successfully launch live. He talked about the people to people (P2P) connection and how you need to become a firm favourite in order to achieve success in content marketing. He talked about how it’s no longer enough to be liked and trusted as an authority in your field, we all need to connect with our audiences on another level to create a buzz and deliver value.
- Create your own content stamp: Andrew and Pete talked us through how to avoid content crickets i.e. no interaction or engagement with our content. They advised creating your own unique way of delivering your content in a way that puts your brand stamp on it. To do this you need convey an aspirational message to your audiences in a way that taps into their emotions and encourages them to share it. This concept followed on nicely from Mark Schaefer’s thoughts on how to get known.
- Keep it simple: Roger Edwards spoke about keeping it simple when it comes to your content strategy. Avoid jargon, solve the problems and challenges faced by your audiences and do it in a way that they can relate to. Simple yet effective!
- Own your voice: This was a message relayed by both Erika Napoletano and Marcus Sheridan (albeit in very different ways). They both emphasised the need to connect with your audiences and become a trusted brand. Find your voice, be yourself and stop hunting elephants (i.e. wasting time trying to get work from people you don’t feel passionate about). Using content marketing and putting your unique spin on everything you publish will help you do that.
So there you have it. If you implement content marketing properly into your business then you’ll reap the benefits, not only by building a good connection with your audiences but also by attracting people who genuinely want to purchase from you. Thank you CMA!
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