Last week, I attended The Future of Content Marketing Summit in Kensington, London. The aim of the day was to “learn how to harness content and engage your audience” from leading industry professionals and experts. It was interesting to hear from a variety of companies such as BT, Amnesty International The Co-operative Group, Time Out, etc. and learn how their goals and strategies differ.
Here are some key quotes from the day:
Andrew Cantor, Global CEO, BCMA (Branded Content Marketing Association)
- $118.4 bn was spent on content marketing last year while 94% of communications professionals consider content an effective way to engage with their audience.
- Branded Content = (Product + People + Platform) Value3.
Adrian Hardy, Head of Marketing, BT Global Services – Planning your future content marketing strategy
- 86% of marketers expect marketing budgets to increase, or at least stay the same, in 2015 compared to 2014.
- Content marketing is nothing new. The process is as old as marketing itself but it’s how you do it that is new and how you do it is critical to your success.
- People have an attention span of just 6 seconds. So make your content engaging!
Paul Morris, Group Head of Digital & Social Media, The Co-op – Driving influencer marketing via Social SEO strategy
- People want to hear the story from someone other than the marketing department.
- Make your content GOOD. Gravitas: If people know and trust your brand they are more likely to engage. Openness: Use social SEO to buld and nurture an engaged audience. Outreach: Amplify content through relevant channels. Distribution: Build and grow authority by creating content people care about and share.
Jane Clancey, Head of Global Brand, Amnesty International – Putting storytelling in the heart of your brand
- By telling the powerful stories of the people we work with, we mobilise millions of supporters around the world.
- Make connections: Who’s my audience? What connects them to the story I want to tell? How can I use that to tell the story?
Laura Scarlett, Interim Data Director, Time Out – Matching your content to your customers
- There are three key ways data can improve your content marketing: 1. Tell you want content to create; 2. Enable you to get that content to the right people in the right way; and 3. Data itself can become rich content.
- Every time you want to use the word ‘data’ replace it with ‘customer’. Customer first means data first.