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Content Marketing and the Copernican Revolution - eBook of tips from 17 international content marketing experts from the 2014 Content Marketing Conference in Antwerp, Belgium. Produced by TopRank Online Marketing.
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Content Marketing & the Copernican Revolution
Image: Shu+erstock
#fusionmex
Insights from 17 experts on how putting the customer in the centre creates business value.
Content Marketing Conference Europe 2014
magine this: For over 1500 years, people believed Earth was at the center of the universe. Then along came a fellow named Copernicus whose ideas about the Sun at the centre changed everything.
Fast forward to the centre of today's business universe where many companies are still structured based on the idea that the world turns around them. It’s no wonder brand numbness is on the rise.
Content marketing offers a unique opportunity to reverse that egocentric business view by using content across channels, tactics and divisions – revolving around human experiences.
Great content “happens” when it becomes useful information, a story, an answer, a smile, a meaning. Such content connects customers and brands. It connects people. It even unites different tactics and divisions.
Successful content requires strategy. Vision. Commitment. Integration. Innovation. Consistency. Guts. Fun. And relevance. Your customers at the very least deserve that much.
The Content Marketing experts in this e-book know that it's our job as marketers to adapt content to customer experiences and not the other way around. Their weapons: empathy, content, listening and teaching.
I invite you to connect with them online and in Antwerp, Belgium at the Content Marketing Conference - where the customer is at the centre of the experience – your universe.
J-P De Clerck - @conversionation Content Marketing Conference Europe – 2014
Content the Copernican Way
Fusion Marketing Experience #fusionmex
Content Marketing Conference Europe Antwerp, Belgium
10 June 2014
powered by Fusion Marke>ng Experience
Get More Informa;on & Register at: h+p://fusionmex.i-‐scoop.eu
“Crea;ng business value through customer value using content marke;ng”
Interna;onal Speakers: Netherlands, US, UK, France, Switzerland, Denmark, Belgium
#fusionmex eBook Created by:
Transcend the Transaction
Jay Baer @jaybaer President, Convince and Convert convinceandconvert.com
See Jay’s Keynote: You>lity: Why Smart Marke>ng Is About Help Not Hype
Some of the best and most successful content marke>ng transcends the transac>on.
To do this kind of marke>ng, you have to do one extremely important and difficult thing:
Give yourself permission to make the story BIGGER.
JAY BAER
#fusionmex eBook Created by:
Inspire Audience Content
Xaviera Ringeling @Contentgirl Owner, ContentChefs & Content Collec>ve contentchefs.nl
See Xaviera Present: Masterclass content marke>ng strategy: let’s have a plan
The holy grail of marke>ng is that your audiences do the marke>ng for you.
They do it when you are relevant, interes>ng, helpful, entertaining and ideally a combina>on of all of the above.
XAVIERA RINGELING
#fusionmex eBook Created by:
Content Creates Trust
Doug Kessler @dougkessler Crea>ve Director, Velocity Partners velocitypartners.co.uk
See Doug’s Keynote: Taking a Stand: Content Marke>ng as Evangelism
Buyers actually come to you for what you know more than for what you sell.
Content creates value by increasing people's trust in you and be+er outcomes come from a trust rela>onship.
DOUG KESSLER
#fusionmex eBook Created by:
Create Content Experiences
Lee Odden @leeodden CEO, TopRank Online Marke>ng toprankmarke>ng.com
See Lee’s Keynote: A+ract, Engage, Convert – How to Be the Best Answer Wherever Customers Are Looking
To create real value, Content Marke>ng should inform as well as engage and even entertain to create valuable experiences between customers and brand informa>on.
The content may be forgo+en, but they’ll remember how you made them feel.
LEE ODDEN
Inspired by Maya Angelou
#fusionmex eBook Created by:
Content Creates Value
J-‐P De Clerck @conversiona>on Founder, i-‐SCOOP i-‐scoop.eu
J-‐P is the Content Marke;ng Conference Organizer
Ask yourself: what do my customers want? Like? Dream? Then provide and amplify it in ways that make sense and enchant.
When content marke>ng creates value -‐ any kind -‐ for customers, it also creates value for your business. That's the first step.
J-‐P DE CLERCK
#fusionmex eBook Created by:
Just Say No to “Nontent”
AJ Huisman @AJHuisman Director Marke>ng & Business Development, Kennedy Van der Laan contentmarke>ngcrusader.com
See AJ Present: Content Marke>ng? It’s the Law!
If content is not adding value then we call it “Nontent” instead of Content. Create content that delivers solu>ons, insights and inspira>on.
Content should trigger the target audience and make them aware of where they got those intelligent insights.
AJ HUISMAN
#fusionmex eBook Created by:
Make it Easy
Kelly Hungerford @KDHungerford Head of Customer Experience, Paper Li paper.li
See Kelly’s Panel: Content Marke>ng in Europe
Wri+en or spoken, the easier your content is to understand, the more helpful, appreciated and well received it is going to be by your audience.
KELLY HUNGERFORD
#fusionmex eBook Created by:
Cure Customer Concerns
Tristan Lavender @TristanLavender Corporate Content Manager, Deloi+e Netherlands deloi+e.nl
See Tristan Present: How to create a content-‐driven and customer-‐centric company culture
Get a be+er understanding of what keeps your customers up at night. Then help your salespeople create and share content that addresses those ques>ons and concerns.
This is what makes your salespeople trusted advisors who are ul>mately rewarded with more business.
TRISTAN LAVENDER
#fusionmex eBook Created by:
See the Customer’s Point of View
Joakim Ditlev @jditlev Consultant, ContentMarke>ng.dk
See Joakim’s Panel: Content Marke>ng in Europe
Way too many companies are looking at their own bellybu+ons and too many marketers can spend en>re work weeks without talking to a single customer.
Interview real people and listen to real problems and start seeing the world from your customer’s point of view.
JOAKIM DITLEV
#fusionmex eBook Created by:
The Race for Content Quality
Ingrid Archer @ingridarcher Managing Partner, spotONvision spotonvision.nl
See Ingrid’s Panel: Content Marke>ng in Europe
The biggest success of content marke>ng is where quality wins over quan>ty.
Be+er to create one good piece of content than 10 superficial me-‐too-‐blogs.
INGRID ARCHER
#fusionmex eBook Created by:
Right Content, Right Time
Gianfranco Cuzziol @iamgfc Founder, everywhereCRM cuzziol.blogspot.com
See Gianfranco Present: Content marke>ng: closing the loop
What provides real value to the customer is not just the content to help make decisions, but the ability to access that content at the right >me based on individual customer needs.
GIANFRANCO CUZZIOL
#fusionmex eBook Created by:
Stories Are Social
Danny Devriendt @dannydevriendt Managing Director, UM heliade.net
See Danny’s Keynote: The Horse’s Ass: how social becomes a currency
Good content brings stories to the consumer, with informa>on he can use, discuss, share, and comment.
Stories are social at the core, and we are all constantly looking for those stories that bring answers to the ques>ons of our everyday lives.
DANNY DEVRIENDT
#fusionmex eBook Created by:
Content Creates Transparency
Guido Everaert @guidooohh Managing Director, Just Guidooohh justguidooohh.com
See Guido Present: Storytelling as a cornerstone for your content strategy
Content marke>ng helps customers thoroughly understand the brand.
Transparency is a key outcome to what a company really stands for and could represent for the customer.
GUIDO EVERAERT
#fusionmex eBook Created by:
Create Useful Content
Mike Corak @MikeCorak EVP of Strategy, Ethology digitalmarke>ngstrategy.com
See Mike’s Keynote: Topics, not Keywords: How to Make Content Work for Brands
Content developed around a theme that a brand is authen>cally authorita>ve on —coming from a true point of understanding user intent — is content that is usable for both businesses and users.
MIKE CORAK
#fusionmex eBook Created by:
Content Creates Loyalty
Eric Ingrand @ericEVGeurope VP Content Marke>ng EMEA, EnVeritas Group enveritasgroup.com
See Eric’s Panel: Content Marke>ng in Europe
Crea>ng quality text, video, images or games content will give your customers a good reason to be loyal to your brand now and tomorrow.
ERIC INGRAND
#fusionmex eBook Created by:
Shift Into Success
Tom De Baere @tomdebaere Founder, Inbound Fisher b2bmarke>ngexperiences.com
See Tom Present: Content marke>ng: closing the loop
Those that fail to make the shil, from outbound to inbound, from egocentric to meaningful, from classic to digital, and from art to science, will not a+ract customers of the future.
TOM DE BAERE
#fusionmex eBook Created by:
Content Needs A Strategy
Jo Caudron @jocaudron Founding Partner, DearMedia dearmedia.be
See Jo: Semng the Scene & Master of Ceremonies
Most content marke>ng is crap because content marke>ng is mainly hype. What problem are we actually solving here?
The solu>on is all about strategy and claiming a content area that makes the difference, that can build a real and loyal audience.
JOE CAUDRON
Ready to Start Your Content Revolution?
Content Marke;ng Conference Antwerp, Belgium -‐ 10 June 2014
Register Today!
Interna;onal Content Marke;ng Experts: Netherlands, US, UK, France, Switzerland, Denmark, Belgium
Click to Register
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Connect with Fusion Marke;ng Experience: @fusionmex -‐ fusionmex.i-‐scoop.eu
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@toprank -‐ toprankmarke>ng.com