We’ve just returned from Content Marketing World 2017, but our hearts and minds are still in Cleveland with all of the great people we met and experiences we shared.
With over 3,500 attendees and two jam packed days of sessions and expo hall conversations, we learned a lot. We’re excited to be back and start putting it all into practice! (We also managed to have quite a bit of fun too, with our influencer limo ride, and 80’s themed party at the Rock n’ Roll Hall of Fame, see pictures below!)
Amidst all of the excitement and fun, there were some larger, overarching themes that emerged that will likely be shaping the year ahead for content marketers.
You need to be mapping your content to your buyer’s journey and sales process.
Stuart Thompson’s workshop on Mapping Content to your Buyer’s Journey opened up our eyes to some major blockers to content success that some might not even know are in existence within their own organizations. Managing content using a traditional content repository and trying to attempt a content audit were the two main reasons he cited for problems.
Ardath Albee’s session on using content to maximize the B2B buying process was a great follow up to Stuart’s session. If you’ve been following our webinar series, you might recall our most recent webinar with Ardath, where she shared valuable insights about the ways you can easily implement this within your own team. In case you missed it, you can listen to the on-demand here. We always enjoy listening to Ardath, because as anyone who knows her will agree, she is a visionary for B2B marketers who are looking to carve out a clear path for the creation and distribution of content that motivates their audience to take action.
Your content marketing strategy should be easily rolled out globally.
If you have plans to scale your content marketing team’s efforts across the world, Pam Didner is a great resource for how to put these plans in place. Her session on creating a global content marketing strategy provided some very valuable ideas for minimizing miscommunication and getting aligned on strategy and start working together, even if you are miles away. Recently, Pam reviewed our platform and how it benefits global marketing teams. You can read her whole review, or see below for the the TL;DR version of what Mintent can do to align global marketing teams:
- 1. Centralize customer personas
- 2. Create sub calendars for different groups and regions
- 3. Automate workflow (so people are notified when content is pushed to their stage)
- 4. Allow team members to send comments or share documents in real-time with the draft editor
- 5. Fuel your content marketing ecosystem from one platform with integrations with all major marketing platforms
- 6. Easily publish content, and track success through built-in analytics
- 7. Align strategy with tactics
Auditing your content will save you tons of time and money, and it’s not as hard as you think.
Taking stock of which content assets are working for you, and which aren’t, and making the most out of content that has performed well in the past– is a great way to make sure your upcoming marketing tactics and messaging are on point. But for many content marketers, this means completing a content audit, which can be a huge undertaking. As Laura Creekmore mentioned in her CMW workshop, auditing your content is important because it allows you to see what you have, decide whether it’s any good, and figure out where to go next.
(We should also mention that with Mintent, a content audit is a piece of cake. Since all of your content assets, scheduling, workflows, and analytics live within the platform, you can audit your content in one click. You can instantly view all of your content and measure its performance, and be set up for success the whole year through.)
Building structured content will allow you to reuse content and make you a more dynamic storyteller.
One of the speaker sessions that really resonated with us was Carrie Hane’s talk on structuring content for dynamic storytelling.
Structuring content is about taking blocks of content and breaking them down into smaller chunks so that they can be reused, restyled, and repurposed. By structuring your content in this way, you can put the pieces back together in any way you wish– allowing you to serve different audience perspectives or buyer personas. In our webinar with Noz Urbina in July, he discussed this topic in-depth and provided examples of how this can be done.
Don’t be afraid to try out new tools and tech to help you achieve your goals.
Taking advantage of the latest technology can optimize your content marketing efforts and save you tons of time. If you’re not keeping up to date with the different tools available to you, you run the risk of missing your opportunity to do more, and more accurately report on marketing ROI . During Ian Cleary’s session on content marketing tools and technical tips to optimize results, he discussed how Mintent’s editorial calendar can provide complete visibility to content teams, while eliminating the confusion that comes from managing content in a spreadsheet.
By using a content marketing platform, marketers have more time to approach content strategically, using personas, buying cycles, and themes, in order to get the right message to the right person at the right time.
If you’d like to chat about any of the conversations that we had at Content Marketing World, drop us a line anytime, we would love to reconnect!