Last week I had the opportunity to attend the #ThinkContent conference in NYC. Beyond the always welcome opportunity to visit Midtown in June, the conference itself was a great collection of leading minds in content marketing. Each of the presentations carried the weight and value that you’d expect from enterprise marketers.
In addition, I had the opportunity to spend the day with one of our favorite Raidious clients, Barney Loehnis, Global Digital Leader for Mercer. Naturally I asked him for his takeaways from the event as well. Here’s what he had to say:
I tend to think that if you walk out of a conference with 3 actionable insights, then it’s a good sign. I walked away with 6 – All of which are underpinned by the reminder that good, insight-driven strategy is always at the core of successful outcomes. The core essence of quality is not cost, but insight into the underlying and unmet needs of your audience. – Barney Loehnis
— Barney Loehnis (@Barneylo) June 2, 2016
In addition to Barney’s impressions, here are a few of the highlights that stuck with me throughout the day:
Don’t confuse the Business of Content with Business.
Shafqat Islam, from NewsCred nailed it when he said “We’re not in business of merely creating content. The goal is to be really good at business by using exceptional content. Content is a proxy to solve business problems.”
— Holly Lehr-Hahn (@holannlehr) June 1, 2016
Content marketers have a bad habit of getting distracted by shiny things, new content and new technology. Getting closer to you business’s revenue center will make your content more valuable to your organization (and likely you as well).
Specifically in the social space, marketing teams have historically relied on soft, vanity metrics (audience, engagement) to make their case to stakeholders. There’s nothing wrong with generating engagement, but we must not ignore leads and sales the true, hard metrics that tie back to ROI.
Content Teams Need to get tight with PR
SEOs have known this for a while, but brand mentions from external publishers (and the backlinks that go with them) are huge for inbound marketing. Enterprise marketing teams have taken note of this, and are organizing to align sales, marketing and PR teams for maximum return on their content marketing investment.
— Laura R. (@lorenaud) June 2, 2016
The kind of boost that content can get from press pickup is mouth-watering, and the subsequent ways that can then be repurposed into additional audience-specific content plays innumerable. Ensuring that your content is what journalists are looking for requires additional research and legwork, but ultimately yields the best outcomes. This brings me to my next point:
Predictive Analytics is a huge opportunity in marketing technology
Rohin Dhar, the CEO of Priceonomics said that on average his team spends 40 hours to put together an article that is worthy of press pickup. 40 hours is a lot of man hours, and a lot of cost. Tools that are able to shortcut this time to market present a huge opportunity in the industry. Platforms like Demand Jump (a new tool in Raidious’ own backyard) are going to continue to be necessary assets in the savvy content marketer’s toolbox.
What did I miss? What were your biggest take aways?