At 11:00am On 11/17/16 I attended the Roundtable: Content Marketing Trends
presented by Michael Barber | Founder, barber&hewitt, Steven Barnard | Director of Commercial Marketing, Lenovo, and Amy Lavin | Director of the Digital Innovation in Marketing Program, Temple University at the 2016 Internet Summit located at the Raleigh Convention Center in Raleigh, NC.
Roundtable: Content Marketing Trends
There’s little doubt that content marketing is an essential component of an effective digital marketing strategy. But good, proactive marketers know that to maintain brand relevance and up-level their campaign’s effectiveness. It’s critical to stay on top of constantly proliferating technologies and distribution channels. So, hopefully, this roundtable of experts will consult their crystal balls to consider:
- Will “content marketing” simply become “marketing?”
- How automation will expand the value and impact of content
- Connecting content to KPIs
- The intersection of content and customer journey mapping
- Growing metrics associated with the pipeline versus a website
So, what are we doing well, and can do better
Its better to have a B and get it out there into the rev pipeline than to be perfect and a month or 2 weeks late.
How can we put the right message in front of the right customer. at TEMPLE U, its important to find the information that the customers want and put it in front of them. Making them care is far more effective than constant chatter.
Most are trying to get to attribution and content elasticity. It requires a lot of tech work behind the scenes. This time is added to the product, but the challenge is added to the product and while they look hard at small points, the full view is really important. Look at what works and embellish that.
Increasing power is best by asking alumnai and current customers to push our content out to others. We work elemental networks and themes to come up with special ideas and themes which will increase performance. Using our network allows us to rely more on worldwide peers if possible. The more we can work upstream the better we get.
talk about the process
Things that we do on the small scale, we look at things we’ve done in the past. Content on website from the past can be mined for conversion rates. What you did and how we marketed that can often be revived and applied to new products in the hope of sharing that koolaid.
While materials are not firmly placed, looking at each item which is successful is important. How can you measure effectiveness of long-cycle materials vs short-cycle materials? Most people don’t bother to look at these, and seeing how those conversions have been in the rev pipeline. IN cases when outsourced materials were too heavily dealt with by non-stakeholders were poorly received.
52% were hesitant to use online digital materials to pursue learning. This conference is about digital content and digital marketing. The unprepared demographics are really the 50+ population. Its more important to learn about those people but also to prepare for the people who will BECOME that generation and segment. If they are unready today, the potential for something relevant tomorrow will not likely be a silver bullet approach.
For those customers, its important to be realistic and open to the new generation. In 25 years, this will not be a problem. So what is the new, best way to get that message to them? its probably not digital.
Automation in the workplace. Where does content fit in this?
Well, the panel hasn’t figured that out, so their looking for those answers as well. 🙂
When you first adopt it, you don’t know how to integrate that. Over time, you evolve to an inbound strategy which works. Its like fishing. You use it, and focus on what works. displays and publisher sites are nice, but we need to focus on triggers and device/public search data. Triggered data from 1st and 3rd party data is important.
Inhouse studios. Should every brand think about this?
If you can, you should. Many people cannot afford it. However, if you can create the useful content and put it in front of the people that need it, you should. People enjoy the variety. it might be hard to scale this and prioritize its use. How could you have a single location which can service a multi-department agency? seems like it would be helpful, but difficult. People with the expertise would work well for companies so large that they cannot retain that talent
Where are things going with AR and VR
Panelists love facebook live. Their created content is small and consumable, snackable content. That is where things are headed. THey want 3-minute content. AR and VR have been around, but haven’t really taken off. They have been lame.
Until that evolves into an item which is beautiful, a nice medium to view and experience, that will open up a whole new world. Until then, no use until someone steps up. If it brings the cost of the sale down, you’re in business. If not, well, its a bust.
Are online sales general marketplace or how is mobile affecting content consumption?
For education, it changes the way to deliver that content. Mobile pushes educators to a new level. Online sales are pushed through channels. because of that, the mobile experience is really to push them to a sales rep. The #1 focus is a beautiful and useful interface for content. If the content leads to sales, excellent.
For some demographics and brands, 90+% are still interacting with desktops. Its important to know your brand.