The Best Tweets from Content Marketing World 2013
As I followed the Twitterstream from Content Marketing World in Cleveland, I was thinking that it might be easier to take notes from the comfort of my own office than if I were at the conference itself. Yesterday I was talking about the benefits of attending conferences live, but with so many prolific Twitter reporters, it’s easy to get so much from 1,000 miles away.
I still don’t think it’s a substitute for the opportunity to meet people, hear their reactions and see the slide decks, but I learned a lot of good information from the tweets from Content Marketing World. #cmworld Here they are with some comments by me in italics:
Summary of top tweets from day 2 of Content Marketing World 2013 #cmworld
I missed the first sessions.
9 out of 10 mobile searches lead to action; over half lead to purchase. (That’s pretty flippin’ important!)
@MarketingBuddy says that websites need to be laid out like comic books
Instagram is a wonderful way to see how users see content through their mobile eye
Lookbooking is like Pinterest meets Slideshare. Embed digital “books” with text. (I need to check this out)
Content marketing tool Lookbook allows you to create a visual digital “book” of your content recommended from @jcherno
The “Hippo” method of website redesign: Highest Paid Person’s Opinion. (That’s not always the best thing!)
9% of U.S. adults are using smartphones during sex. 12 percent of smart phone use during showering (They never explained how many were using a smartphone while having sex in a shower)
Quick trick: test visual rendering by pinning your site to Pinterest.
Most customers don’t want to have a relationship with you. They expect a solution from you“, by Ed Hadley.
Homepage carousels are great for art directors, bad for conversion. Well, damn. (First I heard of this. Interesting. Our customers always like sliders)
Remember to measure your evangelists! (They are a target persona!)
Give evangelists something to evangelize. Supply sharing fodder.
Pick the right channels & platforms to connect and engage with clients ( go where they consume content). (YES! Determine who your personas are, where they hang out, what their pain points are and give them quality content every step of the way!)
content is liquid; it will adapt to whatever container you put it in.
Use structured content to develop a consistent experience regardless of device platform.
65% of smartphone shoppers say they prefer mobile web vs mobile apps for shopping
Look at everyone one of your images meta tags. (Develop custom meta tags for every picture, and custom title tags and meta descriptions for every page on your site.)
Marketing is Not A Department” says @bernieborges The marketing function belongs to all employees
Google image search now has drag and drop for image search! Take the time to add detail > get found first.
The more likes/shares your Facebook post receives, the higher % of your followers your post is shared with | Comments worth more (Many people don’t know this!)
Decide keyframes in your videos for YouTube. Google will use them in their search.
86% of Americans use a smartphone while watching TV. People are primed to do act while watching TV.
75% of people would not return to a mobile site that won’t load in four seconds or less (Google is watching this too!)
Been attending a webinar by Ann Handley of @marketinprofs on creating epic #content. Focus on empathy, utility and inspiration!
Content optimized for search engines is not necessarily optimized for sharing.
People take in visual content 60K times faster than written content. (And people scan web pages before they decide whether or not to read them)
Without a story your organization is forgettable, maybe even boring (Story telling was a big subject at Content Marketing World. Case studies are similar and effective, especially if you end the story with a testimonial!)
52% of B2B content marketers say they face challenges producing the kind of content that engages.
Stories help customers to remember your company. Where would Allstate be without their main character Mayhem? (It helps them like and trust you too)
40% of content marketers own less than 10% of the budget
Look at your title. Think how it works visually. A shorter title gets bigger type!
Consider the cover, it’s critical
The CMO should be the 2nd most important person in a company,@bethcomstock from GE is an example
We invented this super-charged SEO approach…and then realized it already existed. Content marketing
content creation is expensive. Leverage other people’s resources/content
Secret sauce, secret sauce, secret sauce… Enough with the sauce.
“If you don’t have room to fail, you don’t have a right to grow.”
For SEO, don’t forget to go back in time. Top searches for 2012. Can you bring it back for 2013?
Webinar attendance measures: Send to 50K qualified, 3 weeks out, 4x. Expect 1/4-1/2 % response and 40% actual attendance.
Ignore click thru rates : Shoot for a zero opt-out rate
Avoid the “landmark” writing session. Write 30 minutes a day. Then re-read what you wrote, or notes, or mind map. (Spread out is better. BUDGET enough time for each project!)
Spend 80% of your time on content distribution and 20% on creation. (Lotsa people tweeted about the 80/20 rule. One of the biggest take-aways from Content Management World! Creating focused content that appeals to your audience is critical, but you need to spend much more time promoting it to those audiences on the platforms that they prefer.)
Avoid TH:DR (Too Hard – Didn’t Read) – 94% of viewers leave a site without reading a single word! Make content more effective (Make it scannable! Images are strong. I coach my clients to try and write site content with a headline, a couple sub-headlines or bolded text, some bullet points, and only then, a few short paragraphs and some attractive images. BTW, I don’t know if I have them in my notes, but the use of humans in images was recommended.)
People remember stories, not facts
Want content ideas? Find out what prospects are asking your sales team and answer them through content (Also monitor Answer sites related to your niche. Bonus Tip: Google “your keyword or niche” + FAQs to find out what others have deemed most important or top of mind)
Timing is defined by your audience not you. Press Releases accrue views over time.
Be a do-er. Test stuff. Slideshare, Youtube, Pinterest are free. Use them to test how your content will look.
Strategy = “Hire great people, and good things will happen.”
Pace @PaceComm won Agency of the Year
Julie Fleischer @jfly from Kraft Foods won Content Marketer of the Year
Joe Chernov @jchernov tweeted: Couldn’t be happier to hand over my Content Marketer of the Year tiara to … @jfly! Congrats & deserved!
Marketer of the Year finalists were Todd Wheatlan Julie Strawson, Julie Feischer, Christa Carone, G.Stenitzer, Linda Boff, Chris Fram
Best length for video is 60-90 seconds, @ToddWheatland
@LinkedInMktg, aka Jonathon Lister from LinkedIn is giving the afternoon keynote:
@LinkedInMktg has and always will have a members-first mentality, even over revenue
The same person who goes to LinkedIn in the day may go to Facebook at night. They behave differently in each place. (They invest time in LinkedIn. Facebook is less an ‘investment.’)
Professionally we invest time vs Spending our personal time. Nice B2B vs B2C perspective for marketers
Marketers must adopt a ‘members-first’ approach to content. Deliver a meaningful amount of high quality content
My key takeaway from day 1 of #cmworld: Content needs a post-publication strategy. (See above. 20% create content and 80% promoting it)
Every story is made better with a great visual.
Impressive: Hubspot’s native ads on LinkedIn generated 400% more leads than all other marketing.
Change the mantra from “always be closing” to “always be helping”
Building relationships is not just about content but context.
The key ingredient to creating better content is relevance (You need to know your personas to create better content!)
When seeking relevance, find qualitative info, not just quantitative info on audience.
This is great stuff: Moving from information to insights makes your content relevant.
Real-time, relevant content – 1)Wait for the moment; 2) In the moment; 3) Anticipating the moment (predict)
Is your content relevant? Look at: Social engagement, Increased referral traffic, Higher quality leads (…and sales. THAT’s how you measure social media ROI!)
When creating global content, @rohitbhargava says apply LIST method: ensure Language, Idioms, Spelling, Time Zone are appropriate.
Put podcast on website but on: stitcher,soundcloud, blogtalkradio,spreaker,bluebrry, ibsyn
Half of podcast consumers are age 12 to 34.
Storytelling is the new currency in B2B conversations. Convert client interactions into shared experiences.
Benefits of Humor: evokes emotion, cuts through the noise, humanizes the brand, shows authenticity
Despite what we saw from @Mildenhall amateur-quality video is OK for most brands. (I agree. In fact, I think audio quality is more important than video quality!)
VIDEO: Embed subscription forms into your videos. Allow docs to appear during video. IE. masterclass.com
Marketo got 8k views for a whitepaper on inbound marketing. They turned it into a (more visual) SlideShare, & got 328k views!
Failure is part of the creative process.
Do any of these ideas inspire you? Can you implement them and profit from them?