Last week, over four thousand marketers gathered together to immerse themselves in the world of content marketing. The 2016 Content Marketing World conference was filled with insights from some of the top content marketers on the globe and offered two days filled with education and networking. In just a few short days, attendees (and even those that weren’t able to attend) began sharing their experience on social networks. In fact, last week alone there were 45,000+ posts on social networks by over 10,000 users with estimated impressions of almost 4M.
Each year, brands are investing countless hours and thousands if not millions of dollars in marketing to prospects and current customers with content. Often times, internal marketing teams are finding that they need content marketing agency expertise and support outside of their organization.
Working with an agency that specializes in content marketing can provide brands with a more strategic and scalable marketing program that leverages expertise and additional resources that specialize in content. However, agency retainers can be substantial and there isn’t a marketing executive out there that isn’t in search of maximum return on that investment.
Marketers are experiencing a major problem. That problem is that there is no longer a captive audience for anything. Consumers have tuned out advertising and traditional marketing tactics, leaving many marketers searching for a solution.
In her presentation at Content Marketing World, Tami Cannizzaro from Oracle offered some great insights that she has gathered from her years of experience at everywhere from IBM and eBay, to her new position as Vice President, Head of North America Marketing at Oracle.
She opened with a story about her experience on the New York Subway. One day she was getting off of the Subway and noticed that there was someone handing out money. Instinctively, she walked right by him. Similarly, marketers could literally be handing people money but people will move right by you if it feels like you’re selling.
Influencer marketing has proven to be a very effective way for brands large and small to build credibility and trust with their audience. However, many influencer marketing programs fail before they even get off the ground. But why?
There are many reasons that these programs don’t work according to Traackr CEO Pierre-Loïc Assayag in his presentation with Microsoft’s Amanda Duncan and Eve Psalti at Content Marketing World. These reasons include:
Often times, these transient interactions with influencers yield limited results. Think of it like a lot of first dates that don’t develop the relationship further or lead to a marriage.
True influence is based on trust and built on relationships. And the secret to influencer marketing ROI is to play the long game. But how do you scale intimacy?
Shelley Ryan and Lauren Mauro of Dell kicked off their afternoon session at Content Marketing World with some exciting news. According to the dynamic duo, Dell has purchased EMC, which I believe makes them the largest privately held company in the world!
At the beginning of their session, Lauren and Shelley shared what their session would NOT be. They vowed not to talk about the case for influencer marketing, the risk of not having a strategy or a college course for why you should do influencer marketing.
What they did focus on was their point of view, real examples and their own journey with influencer marketing.
Dell’s Approach to Authentic Influencer Marketing
Shelley Ryan shared that TopRank Marketing CEO Lee Odden has been a great sounding board for their influencer marketing program. One of the things he said that stuck out in her mind was:
Today’s customers are busy, savvy and frustrated. But why? They’ve taken on too much and are looking for ways to improve their own efficiency, old email marketing tricks no longer have an impact and they’re tired of receiving pitch after pitch that doesn’t add value.
However, email marketing is just as important (and effective) now as it has ever been, especially when it’s integrated with marketing automation.
And if you’re going to learn about the intersection of email and marketing automation from anyone, Mathew Sweezey of Salesforce is the person to listen to. In his session at Content Marketing World, Mathew covered some of the top values that exist within email marketing today.
Value #1: Email is a Mobile Strategy
It’s hard to believe it’s already been a year since we traveled to Cleveland for Content Marketing World 2015. These days, it seems that time (and content marketing) travels at the speed of light.
For those of you that don’t know, Content Marketing World is the largest content marketing conference in the galaxy (as far as we know), and marketers have traveled from all over the globe to spend the week learning and connecting on the topic of content marketing. In fact, Luke Skywalker has travelled all the way to Cleveland to give this year’s closing keynote!
To help you fight against the Galactic Empire (otherwise known as your competitors) here are some must-attend sessions at Content Marketing World.
At some point or another, we’re all guilty of falling into one fad or another. A fad is something that quickly blows up but is often short lived because people quickly realize that the quality simply isn’t there.
Many brands are in danger of allowing their influencer marketing programs to quickly become a passing fad. Why? Instead of taking the time to build relationships with influencers in a meaningful way, they’re just tapping them on the shoulder when they need something.
Let’s take a step back for a second and look at what influencer marketing programs should be. TopRank Marketing CEO Lee Odden defines influencer marketing as:
The practice of developing relationships with connected internal and industry experts to co-create content of mutual value to achieve measurable business goals.”
“Influencer Marketing is the practice of developing relationships with connected internal and industry experts to co-create content of mutual value to achieve measurable business goals.” – TopRank Marketing
Influencer marketing has gained an enormous amount of popularity over the past few years but marketers still have lots of questions. How does influencer marketing work? Is influencer marketing right for my brand? How do I find influencers?
In addition to coming up with a new meaning for B2B (Beards & Bacon) and providing one lucky tweeter a box of bacon covered donuts, TopRank Marketing CEO Lee Odden answered these questions (and more) as he took the stage at the Uberflip Experience in Toronto.
The problem with most marketing teams isn’t a lack of ideas. It’s a lack of clarity and focus.” – Hana Abaza
The meaning of the expression “less is more” is one that many content marketers are still struggling with. In an effort to capture the attention of busy and distracted consumers, they’re creating more content than ever.
But more isn’t always better.
Uberflip’s amazingly talented and entertaining VP of Marketing, Hana Abaza opened up day two of the Uberflip Experience conference to have a frank conversation about content marketing supply and demand.
Marketers Are Focusing on the Wrong Things
Here’s the harsh (and somewhat funny) reality for marketers:
- 90% of marketers think they’re productive, but they also work on weekends. (Workfront & Harris Poll)
Over the past few years, B2B marketers have been abuzz with the concept of Account-Based Marketing (ABM). It’s like some sort of futuristic concept was finally here and would be the solution that we all needed.
But just like any other marketing tactic, it takes time to figure out how to approach it successfully. In order to win with ABM, marketers need to understand how to effectively incorporate content into the mix.
To help us understand how to do that, Everstring’s Dayna Rothman gave a great, info packed presentation at Uberflip Experience that covered the basics as well as more in-depth strategies for tackling an account-based content strategy effectively.
What is ABM & Why Should You Care?
ABM is the strategic approach marketers use to support a defined universe of strategic and named accounts. – SiriusDecisions
B2B marketers around the globe are all experiencing the same pain. That consistent pain is how to reach, engage, qualify and convert audiences into paying customers.
We’ve all become acutely aware that more content isn’t always better. But now, we’re faced with an even harsher reality about B2B marketing which is that we somehow have to find a way to not only reach the right decision makers, but also figure out how to get them all on the same page.
Pat Spenner of CEB provided some amazing insights at the Uberflip Experience conference into the current state of B2B marketing, as well as ways to approach our marketing in a more data driven way.