Content Marketing Strategies Roundtable with @michaeljbarber, @ustinKnight and @LinkedInQueen #dsclt16
TL;DR: Quality, quality, quality.
What is content?
Eve: 20% should inform; 20% should entertain; 40% should be interactive; 20% remaining can then sell your products.
Austin: content is not just blog post- think creatively. Tools, for example. Don't just view it as a means to an end, provide true value.
Is "content" just a buzzword?
Eve: we're sick of "content" as a buzzword but some of our clients are just getting on the content bandwagon- so it's new to them.
Austin: the concept behind 'content" will become more broad.
What needs to happen before you can even start to think about your content?
Austin: start with personas- even for design work. Make sure you also understand your "negative persona"- someone who is definitely not interested in your product.
Eve: You need to start by understanding your business goals. Then create content around that goal. A business goal is not just interactions, etc. If you don't know what the business goals are- ask.
Michael: if we don't know our audiences or our goals, we end up producing a lot of useless content.
How do you know the right amount of content to produce?
Austin: We (Hubspot) knows the perfect amount of content (words, etc) to share in our content. [I call BS, here] Other than that, make sure you have a focused audience and specific goals. Map content to that audience and goals. Take the quantitative route- don't just worry about quantity.
Eve: When you decide which platforms to work with (not all of them) understand who's on them. How do these audiences digest content? Produce content accordingly. Be flexible, monitor your results and modify your strategy accordingly.
How do you break through the noise competing for the attention of your audience? You can no longer "build it, and they will come".
Austin: You can still use keyword research to determine your content but this is a poor way to do it. Instead, focus on producing actual and demonstrative value for your audience. This will stand the test of time- even as Google changes their technical requirements.
Eve: Sometimes you have to "pay to play." You don't always have to, though. How? You have to create compelling content.
Austin: the way people decide how to make a purchase is changing. Buyers are more empowered than ever. This should affect your content creation strategy.
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