What will happen to content marketing in 2015? While I don’t have a crystal ball on hand, there are a few basic assumptions that can be made, based on the current industry trends (and on what some of content marketing’s top experts have said recently).
Tick tock. Tick tock. Is it time you joined the Content Revolution?
Last week, I went along to How to Be An Effective Content Marketer, a seminar at which Ed Pank was one of the keynote speakers. A passionate brand champion, Pank has led the brand strategy for some of the world’s leading brands: Sony, Heineken, Nokia, Land Rover, Schweppes, Lego and Marks & Spencer. He is currently the Managing Director of Warc Asia Pacific.
Pank presented case studies from Warc’s Content Revolution Trends Report, covering key themes and trends in content marketing, focused on how brands are using digital content formats. I was so inspired by Pank (and his case studies), that I couldn’t help but share some of his insights. But, before we delve into his insights, Pank very kindly took time out of his busy day to answer some questions for us…
The secret to becoming a successful content marketer comes long before you sit down at your keyboard and start bashing out the blog posts.
The secret is not an overnight, get-rich-quick, pyramid scheme scenario either. Becoming a successful content marketer takes time. It takes brainstorming. It takes strategic planning. But the dividends can be enormous: increased leads, increased sales and increased profits.
There are a few habits that anyone can easily work into their routine to set them on the path to content marketing success. Let’s take a look, shall we?
Just last week I set up a Twitter account for Wordly (you can follow me @wordlyau). While I had dabbled in Twittering for personal purposes previously, it had never been a favorite pastime of mine. However, given that Twitter has been used to lead entire revolutions in the Middle East, I figured that it could be a potent tool to grow my business.
The business benefits of this particular social media tool have been well documented. Through Twitter, a business can create engagement, increase influence, build brand awareness and boost lead generation.
You are not alone. Like everyone else, you want to get your content marketing strategy off to a great start. You want an astonishing, awe-inspiring launch, with social media ‘likes’ and ‘shares’ by the thousands. You want to leave your competitors begging for mercy; desperately trying to cling to whatever market share you haven’t managed to rip from their grasp.
But, like everyone else, you’re not sure where or how to begin. You do know you want to maximise your chance of content marketing success, while minimising risks, unwanted surprises and costs.
The best way to achieve all your content marketing goals: a well researched, detailed content marketing strategy.
Don’t be fooled by the hype. Content marketing is not a modern-day concept. Brands have been telling stories to retain existing, and attract new, clients for over a hundred years.
In fact, content marketing has been around since 1895, when John Deere (one of the world’s largest manufacturers of agricultural machinery) first published their customer magazine The Furrow. The mag is now available in over 40 countries and is published in 12 languages.
“Content marketing is the only marketing left.”
This gem is from Seth Godin. Not sure who Seth is? His career is long and winding. He was a Direct Marketing guru at Yahoo, authored 17 books, founded Squidoo.com and is an inductee of the Direct Marketing Hall of Fame (don’t worry, it’s real – we checked). His blog is one of the most popular in the world. Now, I am not saying that Seth should be blindly obeyed. However, I do believe that Seth is a marketing expert. Better yet, he is an innovative marketing expert. So, if he says that content marketing is the only marketing left, then who am I to argue? (Plus, if it really is the only marketing left, then little old wordly is set for success!)