1. Why is content marketing so crucial in 2014?
Now that it is no longer a luxury but more of a necessity… content marketing has to be accountable and deliver measurable results just like other more established marketing disciplines. Content is growing up.
The versatility and variety of what content marketing can offer is clear in theory but in practice that variety can be both a blessing and a curse for brands.
A wide range of disciplines needs to be executed well in order to make content effective in delivering marketing and business results.
2. What area of content marketing do you think is the most significant?
Getting the most out of what you produce has to be the most significant area right now. Budgets are still tight and by realising that your content needs to sit in many different places to be truly effective is important.
Amplification of content…and particularly second tier content (a new strand feeding off the first) are all ways in which to really ‘sweat’ the central content asset.
3. What are the top three things you need to be doing to be effective with your content?
Audience insight - with content itself you are appealing to people in a ‘non brand’ way so you need to know exactly what they want and how to approach them in different ways and put it in those places they will best receive it
Distribution Strategy – Absolutely vital for a successful campaign, I cannot stress this highly enough– otherwise your lovely content will just sit there like a car without an engine
Joined up thinking… Content marketing has been kept separate from the rest of the marketing plan and that is the most frustrating aspect of the discipline…things are getting better but there is still some very dislocated thinking out there.
4. What’s the easiest way that a business can fail at content marketing?
When producing content, brands are often very good at talking to themselves - which means they produce content that reflects their brand values and amuses or impresses them but perhaps is not quite as compelling for the people they are trying to reach
5. Where do you think the future of content marketing lies?
Things are moving so fast that it’s difficult to future gaze with any certainty..
Obviously the rise and rise of personal devices means content will further be produced with the use of platform in mind…
Empowering media to make their own content in the brands name (the rise of the YouTubers is one area) is likely to become a cornerstone of any content strategy but the reality is that while we now have these wonderful toys with which to engage with consumers the classic advertising traditions of telling stories in ways which influence and interest consumers hold true –its just a little trickier to impress them once you’ve managed to find them.
6. Sharing is important, so what's your top content marketing tip?
Making content that people want to share is obvious and I appreciate unhelpful but true!
There is also a status element to sharing that shouldn’t be underestimated. People are now curators of their own media consumption but they are also, to a degree, curators of their friends’ content too.
If you can see beyond the first person viewing or listening to your content and think about what they might think will enhance their status with their sharing peer group you’re on your way to effective organic sharing, the best kind of sharing.
7. What can we expect to learn from you at the Content Masterclass?
Engaging Content obviously!
Oliver Russell of The Big Shot will be at the Content Masterclass on May 2nd speaking about ‘The Content State of Mind' - Achieving business objectives with a total approach to content marketing.
The Digital Marketing Show Content Masterclass will offer deep insight and solutions that will enable attendees to understand how the world of content can help deliver their marketing objectives. This one day intensive masterclass will provide you with all the knowledge necessary to confidently implement a new content strategy for your business.
Digital Marketing Show Content Masterlcass, 2nd May, Ravensbourne College, London.
PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.
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