lessons from 2013 content marketing summit
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Key take aways from the content marketing summit in NYC 2013.TRANSCRIPT
Content Marketing Summit
4.17.13
Wednesday, April 17, 2013
ContentWhat does it do?
Content creates context for commerce
Ninan Chacko- PR Newswire
Wednesday, April 17, 2013
Content MarketingShould we do it? Yes
Content Marketing (like Social Media) works best at the top of the marketing funnel to help build awareness and consideration
Ninan Chacko- PR NewswireScott Linabarger - Cleveland Clinic
Wednesday, April 17, 2013
Value ExchangeWhat is the value exchange?
The brand provides content and the audience provides personal information
Ninan Chacko- PR Newswire
Wednesday, April 17, 2013
Gating Content
Should we do it? Sometimes
Early stage of interaction - NO
Middle stage of interaction- YES
Late stage of interaction- mostly NO
Ninan Chacko- PR Newswire
Wednesday, April 17, 2013
Trend-jacking Should we do it? YES
When it is relevant to the brand
Plan ahead for it. Check editorial calendars for industry publications and create content that adds depth in your area of expertise
Eric Webb - McGladrey LLPStacie Bright - Unilever
Wednesday, April 17, 2013
Facebook Content Rules successfully broken by the Cleveland Clinic
1. Curate don’t create content
2. Don’t invest in FB ads
3. Don’t be too polished
4. Don’t post too often
5. Don’t drive from FB to your websiteScott Linabarger - Cleveland Clinic
Wednesday, April 17, 2013
Planning Content
Find what you’re missing and fill in the empty spaces designed for a specific persona against a business goal
Attract Convert Close Delight
persona 1 X X X
persona 2 X X
persona 3 X
Engagement Matrix
Steve Haase - HubSpotWednesday, April 17, 2013
AtomizationTools can make personalization automatic
- Smart forms
- Dynamic calls to action
- Smart content
- Retargeting
- Lead nurturing emails
- Mobile optimizationSteve Haase - HubSpot
Wednesday, April 17, 2013
The Speakers
Stacie Bright - Unilever
Ninan Chacko - PR Newswire
Steve Haase - Hubspot
Scott Linabarger - Clevland Clinic
Eric Webb - McGladrey LLP
Wednesday, April 17, 2013
Tweets of the day
Wednesday, April 17, 2013