Tuesday, November 13, 2012

Content marketing: from buzz to business by @robert_rose #webred12


Next keynote at the Copywriting & Content Marketing conference is by Robert Rose.

Marketing processes have changed. All content people are now marketeers. Why? Marketing is not only responsible for leads and visitors, but also for retention, satisfaction and upselling. We need to work towards customers that will defend us to death (evangelism).

Buyers used to solve their problems and that's how they bought products. "People don't notice ads, they notice what interests them and sometimes its an ad." (Gossage)
But buyers have changed due to the internet. Audiences now filter. Email and direct mail are less effective. Buyers are rising above the noise. They are empowered and more informed.

Some numbers: 90% of buy start with a search and 30% (and rising quickly) is done via social media. 40% and rising is done via mobile.

People don't search in Google and social media about you. They have a question and are looking for answers. "People don't buy into your product. They buy the way you solve their problem."

However, you are still important. Tell stories. Differentiate! Tell a different story, not the same story better.
Rose refers to the 2020 project by Coca-Cola. They are going to double their sales by brand storytelling. The goal is to fill the emotional well of consumers.

Rose shares some more numbers: content marketing spending is up compared to previous years, except for mid-sized companies.

The biggest challenge in content marketing is to create content that is engaging. This is difficult because we are slaved to data (analytics). Rose stresses we all know how to do this. We all can tell stories and we often are already doing this. Rose pointed to the Statefarm (William Shatner commercial) and Whole Foods (blog) case to prove it works this way. Both cases show webcontent editors starting something innovative that ended up being big.

First rule of content marketing: you are not competing with other tactics (like ads)! But all the tactics should be focused on cultivating evangelists. This starts at the content editor level of the company. So, become marketeer. It's so much more interesting. Move away from the data-driven approach. Be and become a rock star. It's your story, make it remarkable.

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