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Last up at the Content Marketing and Webediting conference is Andrew Davis . His keynote was about less content with more success. I really enjoyed listening to this talk. Lots of examples that I can hardly share in a blogpost. I'll link to the presentation as soon as it's published somewhere. Key messages from his talk were: We should create content brands, not branded content. It must relate to a subscription. Build a relationship with your audience before they need you. Content brands build relationships, relationships build trust and trust drives revenue. How do you do that? Think like a tv executive. He had 5 secrets to achieve this (of which I missed one... sorry, it's been a long day): get rich, focus on a niche think in fractals, explore your niches exploit content holes … missed this one (will look it up and update this later…) create a hook That wraps up a great conference, although I'm biased because we organize this conference. Happy...

Micha Coster is de derde keynote tijdens het congres contentmarketing en webredactie . Zijn verhaal gaat over overtuigende en virale content. Hierbij wat 'notes' van zijn verhaal. We nemen ongeveer 600 beslissingen per dag. Wat zijn de mechanismen onder de keuzes die mensen maken? Witte jas (autoriteit): als iemand in een witte jas wat zegt, dan nemen we dat serieuzer Meer=belangrijker: als meer mensen het doen, dan doen we het sneller Sympathie: mensen zeggen ‘ja’ tegen personen die ze kennen en aardig of sympathiek vinden Deze punten kun je ook toepassen op content. Denk aan: review sites, sites om vakanties te boeken (met review en doelgroepencategorieën), wat experts over producten zeggen en ‘x anderen kochten ook’. Tenslotte gaat hij nog in op de vraag wat content viraal maakt? Daar is onderzoek naar gedaan. Virale content ont Maakt gebruik van 'word-of-mouth' (want het is overtuigender en gerichter) Vertelt een verhaal Speelt in op emot...

Second keynote at the Content Marketing and Webediting conference is by Noz Urbina about going omnichannel. Here are my notes of his talk. Do you know the difference between multi- and omni-channel? Noz will answer this question during his talk. Overt selling has given way to problem solving. Sweeping statements have given way to conversation-like message. (Rose) Good example of omni-content: cards Google is showing based on searches. E.g. showing the opening times of a supermarket when you Google for it, instead of showing you a link to the site of the supermarket. There are more and more channels and there's more and more need for personalization of content. We’re realizing content is the strategic business asset, not the deliverable that wrap it. Content is vital across channels. We must: fix the content (make it media-agnostic; make is reusable, well-modelled; apply semantic metadata; apply audience, applicability and context metadata to decide where and when to ...

I’m sharing some of my notes from the Content Marketing and Webediting conference I’m attending today. First up is Margot Bloomstein about content strategy using slow content for long-term change. How to give people the right content in the right context? Margot’s definition of content strategy is: planning of the creation, delivery, and governance of useful, usable, brand-appropriate content. Margot’s talk is structured around the following ways to slow down your users with content: 1. Editorial style and structure Points to tracking personal data. Lots of uptick around phone and apps to share and capture personal data (Fitbit and the like), but they don’t happen to good at long-term change. On the other hand 10Q is a good example of using content for long-term change. Content affects experience… and the user’s perception it. Frustrating activities feel slow, but if the activity make happy it does not feel slow. 2. Discover and comparison-style content type...

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...

Charles Hull leads the company Archrival . They connect brands to youth culture. And study how young adults think, process and consume. His talk is about millennials. Some numbers: Gen X: 40 milion in US Gen Y: 70 million in US Millennial themes: life tracking: millennials leverage technology to collect, categorize and diagram personal stats to better understand themselves. E.g. patientslikeme.com, mint.com. mon.thly.info. Middle class of fame: the 15 minutes of fame ideology has gone from an aspiration to an expectation. Digidentity: Youth use their social channels to establish their identities and demonstrate their social currency. Tech-eyed view: Millenials see the world through a social media lens making every moment sharable. Just to show how different millennials are, take a look at what they answered to the following question.What would you rather give up? Give up internet or sex? 33% would rather give up sex than the internet... The implications What are the opportunties for m...

Jenni Laajarinne of Amer Sports Corporation is the first speaker today! 6300 employees. Amer Sports is behind brands as Wilson, Atomic, Salomon and Suunto. Her talk will focus on using social media applications to encourage community-thinking. She has a case example of our organization using and internal social media application to encourage community thinking in the year that marked the company’s 60 th anniversary. They have home-grown CMS, created by IT. They have 6 brand intranet and 4 business area intranets. These intranets are pretty autonomous: the look-and-feel is different, the structure is different, etc. They were looking for a fun and exciting way to celebrate the company’s anniversary. They wanted to take the opportunity to celebrate the employee’s passion for sports. They set up an intranet page to share their sports moments. It ran for 3 months (so it should be simple to use for there is no time for adoption!) and there was a monthly prize. Employees could upload tex...

I've been looking around at how companies use blogs. I see several types of blogs: A company blog, sometimes a blog per country (written in the local language) A page with an overview of official company bloggers. Usually these blogs are focused on product or market areas. Some of these companies have several more bloggers, but they are not listed on the official blog page. These bloggers often clearly state they work for a certain company, but 'the musings on my blog are strictly personal'. For some reason I find this strange. Why aren't these blog posts (with disclaimers) also listed on the page with official blogs? I think this has something to do with the old style of 'managing' communication. The official company blogs are basically controlled posts, somewhat different from official press releases (they have comments...!), but still pretty much the same. In this model it would also mean that all our talk about our work and the company we wo...