[Webinar] Is Content still King? How to Succeed in Content Marketing | #SuccessSeries

[Webinar] Is Content still King? How to Succeed in Content Marketing | #SuccessSeries


Hello everyone! Good morning, good evening and welcome to today’s webinar. The focus of today’s session is content marketing. In today’s marketing ecosystem the majority of organisations know that it’s not really a question of why engage in content marketing, it’s about how, when and what with. Content is an absolute necessity when it comes to engaging with your audiences regardless if you’re a B2B, B2C, or a professional services marketeer. So we’re halfway through 2015 and I’m sure you’ve all read the predictions, the how-to’s and the top tens for content marketing but the reality is what shifts have we made, and what would we like to achieve? I me but that won’t make any and you up I am in it online communications Jackie it it bout it bout it we Patnaik pay I’m forget AP on or but operate like it’s hot me making sure you
got the right height yuppie I’m rebuilding a program you
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today if the it more information about how the to let
and any feedback you hop on on any of the
content only welcome and now the 54 of so I each about BK and 5 me how r I’m out Anthony in and out on FB the
mocking football and based in London Alan specializing if
lamar thing for the infected that whether
inbound marketing it’s an NBA a lot you me and the unit alright cool Island in it but
I’m on it dedicated board member Irish
international business its network I’m you can’t wait out and have fun he won
at the then you will get you run people who make it happen lol patient net have K saw and pay it say every phone call K it from October factional I don’t say lecture only that they and pay
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it company and September 2013 and it’s the content and to how organizations in big brown or included
improve alright that did your conversation and engage more effectively with that
how important this and not background include leading conformational didn’t change could be a a non-security
season 3i and later law cracking after Nani that
he could feed web like I for the you know that your up to and that David Nick Mason and not
but definitely not me I’m great things when you can ask and J
chemical going home call and fiery and Jason K a
boat but do anywhere from hong kong bank and
taking it and i’m looking at it campaign asia-pacific and that if you
don’t know campaign HQ 250 keep a trade publication and covered
marking your the region it be can find in you
advertising QPR and beyond and hot campaign p.m. add jason is
heavily involved in and driving the jackie is finicky and up the publication ensuring that and
company they published it with the head is a content company TMR win2k and I’m sure back to take your hat
really interesting inside shattered %uh call allow onto fashion itself that we’ve got
for a reason it session I’m gonna kick off great way for the
weekend here anytime I’m I questionnaire how to approach of successful Hong Kong bathgate and I’m banquet iraq it
question it me and pay and Alan say K and Alan K you happen to be
thrifty experience and across a few a bit of the
working directly with clients and out and you have more AP technology background request an
estimate as well and the vote for people to act in a
vault really think content marketing program achieved great success that what we
liked a lot unit what the perfect life could you
give us a net around how to approach respectful company program on there any
common taster boy and and I just go through
some of the questions that we’ve had in if we thought leave them our entry great so I guess the first thing that I think
it is worth mentioning is very much long-term gain and people want immediate success it’s
all about can you deliver content can you deliver traffic now but the reality
is it’s a long-term games he must be very
much aware that you need to position it is so pretty with stakeholders and the second thing I would say is that
it’s its far from three so this sorta sensed that I’m can you hear me OK everyone yeah yep and that the content is somebody just
writing a but actually it is very very time-consuming because the key is really
about creating quality content we’re kinda
drowning in a sea of noise and a lot of people are creating content
but a lot of it is very very poor quality so I’m very much in favor all you’re not
trying to do too much trying to do really thoughtful pieces
and I a good way of looking at it is that if
you focus on seeking to EDUCAUSE and inform you’re in a much better
position because people really want to learn and they want to and you will find content that’s compelling
and mean the century remarkable and what remarkable is this content that is them shared so I guess that’s kinda what are
the key goals as well at it’s also very important to be your strong knowledge of your audience who you actually trying to communicate
with so in the b2b world were very heavy on
personas and trying to understand the different segments the buyers and
the difference life stages that there are other in terms in the
decision-making process so it’s worth thinking about who you’re
looking to address the content was well couple the
quick ones in terms that the first strategy peace it’s not just about the content and and was primarily am written articles and
blogs at the moment when I talk about content but that will start
transitioning more to you know video over time because videos
de from becoming watch more popular as a medium to
deliver content but it’s also around the the image that you use particularly in
in blogs to capture attention it’s about the title it’s about where it’s posted mean often
as a people a problem where people just post content
on their own blogs prepared for startups to maybe no traffic there she need to think about
where your audiences 10 she can guest post on other sites
that your audience are on I am and applications important once you
through it no one should be produced it’s about getting it out there understanding who the influencers who
are the people that mites wheat reach are every post reblogged a couple very quick mistakes then don’t
get into just broadcasting it’s not just about pushing content you must also
engaged to get into conversations think about your personal brands
Rotterdam just the corporate once a look at building a personal present because
increasing the people for the people I’m gonna pause there cuz I think I
thought probably given and a good background and cases gonna steal
a more severe thunderstorm Kate you wanna jump in with some
comments arrest absolutely thank you a gift from my point of view people who
%uh aiming to starts the content marketing
strategy probably need to weigh on whether
already publishing prompted to stop not doing in an
organized way and is potentially a heap of content coming out the company the really not aware of to the first
thing that’s really important when she do an audit so she go around to all the different
eras your company be a finance yet public relations marketing customer service um know your YouTube
frontline staff in shops if you have retail and then she see what’s being put out
there in any formats %uh because you may already
have the makings of some fantastic content that you can repurpose across
different channels the key then is to make sure that that
voice is consistent it doesn’t have to be
exactly the same but people need to feel like when a action County you own one channel
another that Italy’s consistent you don’t have
this kind of you know multiple personality thing going on with
people confused as to who you actually are I mean it’s gonna be a challenge anyway
we’ve got more than one person communicating %uh and its can be quite a big thing and
I guess one lucky point i’d make to that is some sharing that information um you have a
central point where people can see what’s going on in to be honest um all the times I’ve
done the various companies a worked on this
we’ve just use Google Docs because it’s needed it’s free everyone
can access that and everyone pretty much understand how
to use it com you know there’s been a couple of
attempts at some rather fabulous I’m project management software for this
but when I found far too often is that people just home give it a go at not liked it dropped it and communication is actually suffered
as a result so the key is to find what works rob the
what’s trendy when it comes to keep everyone across
what’s going on yeah effective job in a little bit rate there
too reiterate something they catered it’s really important which is content is in content marketing isn’t
just about creating its it is a lot about listing
as well as a reporter we go out we’ll we talk to
people we listened to what they have to say and not is what creates our stories for content
marketing you want to do something very similar if
you are selling materials or automobiles you want to go out and you want to
listen to experts in the area you wanna listen to consumers in the area you want to hear what they have to say
so you can had that perspective into your own marketing yes but brilliant point and thank you everyone after the
company thinks I think a I’m I would agree with you on Google Talk we
are sure you back and here in our organization and and we love it
and it’s very cooperative and I guess anything and other by and
perhaps trying to you and I get management it sometime they
fail because you wouldn’t understand how to use them
but not really TM interesting insight just got a secretly around the question
of we had a couple as peak rescue probably won’t quite cut
it from Oct from %ah attendees at has and sorry pre-event origin the registration
process and one other question who lives around and probably out and maybe you
can help and friend b2b down report all content P it would you find the night acceptable
in driving action I don’t know if that means that
the medium or actually that the content type that would you give us any insight you that you have on your experience yeah
I’m content and new as I mentioned right at the
start is a long-term game in its it’s very much a wrongs you’re trying to
build a relationship between b2b right it’s it’s very much a case of you know classic strategy is someone comes to web
site you your ideally looking for them to sign up for whether our view a demo you
are don’t a white paper so you’re looking to
capture an email address to begin a conversation and she a conversation and you can look
to do things that drip marketing campaigns or overtime you can starts I’m not dialing opposite word the the call to action to you moving someone
from education choo-choo actually getting on the phone are meeting in
person so that will be Hollywood look at doing that I guess I’m again there’s also increasingly
sophisticated tools to track people’s behavior on website so that we
can actually help give an indication as to if someone
download the white paper then starts looking at the pricing page looks very strong buy signal and then
you could be and you you know you definitely would go in and
act on that in terms of an outreach okay yes free and okay thanks Alan an OK really interesting point bad I’m
just going to me about on Kb net question reid to keep up and on track with timing and into the
net questioning that we larry that we’ve put
together we’re around the area at striking the balance now what we mean by that it and a couple
things here and 18 the rounds how do you overcome the
issue creating quality content model following
are hearing your brand guidelines to keep thinkin 50
and crap looking at but the you do you think
in-house whether you it out cool Q&A feel that currently provide a and
but also around how r it become law i John Island
Sound content approval and making sure that good right you that through the right channels open making
sure that you couldn’t create and distribute content that we cannot pay to date market required but the question I thought we would and
i right it KK then mocked the J and would
further be give his temper from and his publishing background in terms of what he what he’s
experienced how well well can we take from from UK into
life Iran and strategy and then mock and he
perhaps but would give us an insight into how he and to had broken address and and ready to
the drachma issue thought that perhaps around
thinking a and how they try to kill it to create these critical issues that
many many businesses a that if we get out with that you the day
but not make one the first thing I would do is steal something from Simon CITIC who says people don’t buy what you do babe I why you do it he is a brilliant talkin I recommend just googling that
phrase to watch it to really understand what he means by that but it really get
at the heart call you should go about build content
for content marketing if you understand the why %uh what you doing then as far as brentwood
grant guidelines bad all fall into place all by itself it
will be hard if you start with the guidelines I you come up with something that’s very
stiff kinda boring and repeatable get that conversation that island kept
referring to which is really important so it’s it’s really important to
understand why you are building the content but
also the why behind your company I think that’s the first place to start
and then also to go into that area that I jumped in on
before and start with the listing understand what
your audience is talking about understand what are their business problems are
trying to overcome what are the obstacles that prevent their businesses from going and
then if you build on those things you’re gonna the creating content pic get things that are
important to your audience then they will start to see how your
expertise can help them so if you to start with
that why a lot of other stuff will fall right
into place it’s also important to remember that
your company isn’t really about you gets about your audience it’s about
their problems so if you start with the product that
you make you’ve already lost a big party audits
but if you start with your audience and the problems that they face then you you’re going to keep them all the way
through and understand why you’re explaining these products to
that yeah at good agree about 8.8 and I think
maybe thinking back to what and 13 K and on that about getting the audit and bowl
and making sure that the company’s it really create a line to the cutting mat
or and Cup tomorrow tryin with the web that
may be a cock think if you lack and journey in life
cycle and and what it is they need to what they’re
looking for and that you know that the the back to keep being married for you
fact it yes actually listening rather than speaking of creating
interesting fact and thank you and then mock if you could perhaps and not be
interesting to hear about how your thoughts on tackling be the
quantity tactic 150 and controlling the brown guy
ninth inning and around to actually have been content
to create in a in a group and easy way and but what can I get the corporate and
business well yeah sure I’m what we’ve created to spaced around understanding the trends for the
changing things so tradition may contact was created by
agency I’m maybe in the states left over the
last 10 years I’m but internally people trying to cure a concert and get
it a cruise so we designed it so that makes
it really easy to do so you can you can white label your
brand within the so and import me you don’t have to be a
graphic design at and T to create account a and they can go
beyond mark so you can you can get myself folks and and expect it within the business say
for example working with mckinsey and they can get
and consultant actually create their own
text but they don’t have to worry about official grand the videos the audio the
graphics because they’re reluctant and I think not fundamentally shift
think because for people to create content can then
focus on the content and the approval processes around
creating tax because the library which is the videos through the crack a crime has been
locked it I think knocked it expected it’s also a
great to get away from placing the time I’m just helping people took have the content to enable it into to receive your feedback to get the
conversation started yeah lady at the really really interesting and what it
will do mock and I think and with the National at organizations
everything away from trying to control everything on it for around having guidelines and best practices in I’m I
think marketing people often function can be
really strong but ashey it’s everyone in your organization it
salespeople who cannot meet the client alright that you know the product
development that occurred but and it everyone in your organization and who couldn’t United the product over to
love the fact that you get it it finding a way back you’re able to give ground and if the laptop want to actually
create content in a controlled way and it’s interesting to see how
organizations they’re actually achieving that what is this one this one other thing ash its report say
which showing even though most people say this is being cracked
for large enterprises we work with most people still struggling to create
consensus in a powerful devices yeah a and in the world PDF which i
think is what most people using also derivatives without like the flat
the max 3 issue through based on don’t like a
safety technology which means you got to see the Nano and and you got to download up to for my
chance a but I’m where we’d meet on masters all
about that after he just read the content once you
push it out with 92 the Mindanao and all the facts not like that yet is
an able to the reach across think what’s not fair and tapas certainly increases miracle
which is extended by 30-40 centimeter they and this college
thing to get marxist to actually go and look at the
individual devices and browsers see if the claims people making about visualizing the concept rachi three gus
is the case that you look at some of any concrete and I
think yes you know that one if you have to do a
lot doing and if you’ve got PDF something on that eight can make I
relaxing with you thank you keep talking to you right
preference out and you know it can how and like that on accessible on all devices I not where we did Andrew I know week we know now you know it white what accurate screening I yup
paper a happened a mobile device it and include
even if the you night and Joe higher than ever before that yes mocking people company had to cut up well let me patently it people and chin and
just one question that we had an from the audience that relevant question
to it and I didn’t hear it but tried on the
how to climb I’m the marketing budget between day
trip to have been cracked granularity company night I meet which Nick ok on it boy the like it sorry i’m happy to have a passion that I’m if you like I I think the look the
approach I would suggest is a the host asked you should be
data-driven and so a you we would go away from you know
what effective as the content to know what
metrics will help to measure ditches objective a and then test with the audience AP test replace same content with tea samples
from the same Oceanside different matt is quoting one
thing a and then get the content out review
review content analytics at the pace is necessary to tech and the and refunded increase in
apoptotic and it reaches method a rather than a big bang plan tends to be the best way to improve fastest yeah com just some my casting great having a worked with a couple affirm against
systems which want terribly conducive to meaningful
data home what we started wage up and then discover just as we’ve gone
useful with literally the 80/20 rule %uh so you know Facebook pages for
example would be eighty percent what would call lifestyle
content being that would directly im you know in a bit
interest engage our audience and then 20 percent
would be much more around products but still related still
relevant and still within the same Brent I’m so the people felt that you know we’ll
still being relevant only giving the news about her office
when she won news um and yeah if you no don’t immediately
have daughter available a then get that
something we can quite helpful as a rule of thumb if the a/b testing is
a huge advantage that marketers have over publishers we don’t get the AP test we create
account we put out there and we’re already working on the next
piece account and put out their next we never get that opportunity but what
if we did it this way is that it that way and find out which way would work better
because great content resurfaces itself you don’t have to do
any we have stories that I want a call viral
but they certainly spread quite far and the difference between one that just
sits there and doesn’t get a lot of shares doesn’t get a lot of pickup and one that does is a really important
thing for us to look at as a publisher because what we want is
that statement that’s really important to us that’s our whole
business so we always have to kinda look at it probably hindsight kind
of way about marketers have that opportunity to
do that past where you can try it it one way one market try it another way
to the market the one that grabs the one you can go
that’s a huge advantage that marketers absolutely exploit anti-gay yeah it that yeah pretty quick that we be if we or be in it it AP it 5-2 a convent he actually what what
happened all about it I okay I’m gonna live on
died the next question I’m question trained question 3 is around its height you know there and get mom so waterway
Dr in here what other what the fire
skillful have not about you but not I people eat here background
if needed and cocaine market think its evening
organization say it or not point and be FB the main reason that the this webinar on
it that mocha mckinney and across all very market we work with
the fam not feel and lifting at any ever increasing trend and organization it seeking to build out it on content P mother that hot that as general market
thing feat its litigation and chicken ATP on at week if in fact effect that that
may or may not be 0 say and if anyone is interested in in finding out it more rounds it the
right kind of high might be we could put you in touch wanna of time
it and out there into at Moxie you the but you can do with that nice it today
actually media when I panel and the you know when you
hi feel pain but OK when you structuring content not crap what should we be looking for interns
feel that background say it got me that without a if they kinda UK me it thank you or
there around technology and the be what what you’re
looking for I’m Alan excited you know on that if any
other 8 on speaking time we could pocket dial meet just to make sure that no into it I
mean the first thing is that it’s a very public sorta bad and condoms break
public right so you would be looking for evidence and the course the evidence is content
that people here you’re hiring are potential candidates
can post you choose certainly that need to be I’m able to provide you with links to
content props on their own blogs crops on LinkedIn
holtz props on third-party publications are
you looking for real mix in terms of but again over the proof
based because if they’ve been working content and they’ve been pushing content
out there and amplifying it they should be able to
demonstrate fairly easily you know that they’ve them got the
skills that are are in demand meaning the points to
Jason Kate meter on being a good listener are a crucial really its been curious
but also understanding thats you the
storytelling piece is very much around I would describe it as helping people
solve pains that they have so coming up with solutions for pains and Jason top problems they face so again its being able to recognize and content that’s relevant to the offer
that you have but also addresses the pains to people
have it could be educating them it could be informing them about solutions but
I’m not a good way of looking at it he writing skills up are very very
important particularly for b2b for your of doing so leadership where
your doing a.m. some cheap white papers but again get into some of the points
mark was bringing up earlier I mean we are shifting from a world
where we’re Stocking Fund 2pcs to again something
you mentioned in your own this disorder second screen P so I do think there will
be a shift over time away from the written piece towards audio visual video and also the
components again you want somebody that’s flexible in terms of their skill sets
and that can recognize that this changes happening so content is no
longer just thinking about a blog its very much our own podcasts webinars and all the good
things home couple other quick ones then again
oblique mark talked about being data that very important that you know it’s always a mix of journalism
class things like search engine optimizer optimization
plus KP I say you are constantly looking up hope things
performing and it could be that you need to revisit
the image that you used are the headline that you used up where you post to the you are very much thinking I’m about things listed Lee so they be some
sort they be sorted the skills that I be
looking for but again it’s very evidence-based where you are looking for
samples and evidence from what people have done
okay thanks and thanks Alan so think Petak way barry and a BF Yeah what someone down the people actual evident and rather
than with not affected now online that it
should I get at Pitt that would be 30 manage at you online and president if you’re keen watching it and content marketing and pay and did anything that I’ve eighty K I’m I know when the but created the effect on my feet really
interesting points around how that that make it if state yes i’d guy in AsiaPac and speaking in hong kong that end up being a or or I’m what’s
happening in the market there and what my you the inter-mountain and
how companies p.m. structure and about yeah
I mean one of the things to highlight tends to commit a little bit of a
surprise I guess the people outside the area but such certain comparisons UK hong
kong’s a few years behind so a lot of people deeply in more senior
roles are still really in the dock about digital and how it
works and the kind of know that they are supposed to be doing it but they’re not sure about it never
frankly quite nervous about it a so no you do it she start little bit further back in no terms but
she having to convince people about to what you need to do and how you
need to go about it the time people you do it she needs bring on
board um it’s funny i’ve just been having
conversations with people about some you watch you know if I was building a
team I’ll book be the ideal groups have or
skill set to be looking at now have to admit when the first things that look it
would be a doctor analyst I’m you know we’re talking before about
the need for that are driven content information and it’s something that’s is still again in its infancy here hmmm and that set we have real real challenge
at times I’m its on the other point against is people who are able to rights you know speaking before about the
United you did gathering the evidence I’m so often even though we’re seeing moved video
this still that need to actually create content in written form as well as conocen
visual audio thats ease correct because so often you may have a
really really good article have seen this a few times a people’s posts on
LinkedIn have made some really good points that’s
been completely undermined and I will make Shishir the peace because there a grammatical
and spelling errors home and that undermines the credibility so you know little little things like
that can make a huge difference and to the point where she potentially would
ask people to write something for me %uh just to make sure that you know they
are actually able to do it themselves and you know they don’t actually rely on editors on the in between hmmm when we’re actually looking for
someone who can in track two wrecked Lee in real time we people in discussion
boards insightful yeah okay and median attracting point I probably would
greeted you want the on content 550 and it being able to write and BA you at we
could and a power you and no thing I’ve tried well and it makes you think you can pay organic coming down how much content
tiny capital it making sure that the and quality is
not compromised and weak-kneed be maybe consider having
and proofreading of quality assurance and we
thought on the team it and you can find a cute
pic check something the only how and they
kept me up which we view on the key areas that and skill powerful and I can’t name of not make
you want to add anything and on MapQuest can be any other
actually had a for it thought that being wiped and how
common is it now overnight they out will the content
development in creating to an AQ be and that didn’t happen what
would be what would be the best bracket I’m
around nasty any recommend I completely agree I can
check them out Gosar over on Mon if you would it up
that yes sure and a I think internet the the question if the scope that think
unit the person heading up the function is probably the business case percent so C&I with the head of marketing
histological percent front on my I am and I i agree with work
with that I think having a specialist on social is really
important to amplify the content but then the way we will talk about it
is about up inside light on the site somebody understand right content and somebody separate not
the compound I like to come time so that we can work out objectively have
to prove then the the question about outsourcing a.m. is
an interesting one in that I think depend on the organization the
general trend is to bring content production in-house a.m. to as a hybrid model that me bleeding
out my UK platforms like contently taco a and you can hire professional content
writers are often and very experienced journalists and
copyrighted during the daytime job and you can brief them well in a
marketplace now come back to you with a custom critics also the previous work seek
Commission directly with freelancers cost-effective
solution which is more about extending your
internal team yet rather than outsourcing where practice maybe some issues with
turnaround time rigidity would you want to reiterate no
other plans homes for example I’m not in both knees by the
way up like officially official top know why
where you can go for into graphics or videos a say you and I think the purpose about it you
don’t necessarily need these people who time and we did it you can go in for
exactly the type of person that you need I guess just to that also me not been in
a situation wherever both but literally at the same
time have one brand Random House 1/2 brand that we you
outsource was interesting to compare a.m. I think one thing that a lot of brands need to
be aware of is that creates original content takes massive resources I’m at the very least a great deal of
time from some highly skilled people specifically those
writers I’m and journalist mention I’m you will potentially also need to look at
curating content which means if you’ve got people start
looking at this you need people who couldn’t researching who are good at
finding information content and Andrew or
material they’ll actually be of interest to your
a audience you can repurpose without legal issues on that will
actually improve your brand player performance while also allowing you to
patiently supplement that with some high quality Ridge I’ll and communities as well on the test
a I’m very heavy on you know sigh couldn’t even contemplates
outsourcing content I think it’s not important that you I gonna get people are busy you are all
very busy in particular the more senior people what you know content remains a popular
authentic it’s about am having stories it’s about
being sought leaders in your space and yes it’s it’s time consuming but you
know you know you’re too mean better than anybody else so you know outsourcing not just strikes
me as being I’m and again my I’m you know cluttered
by S&P in smaller companies world’s a time constraint in resource-constrained
but for me you know outsourcing contributes to the
poorer quality stock because they’re not too mean expert something that can be
good writers what you’re the person I really should
know the problems in the paint stick to use on which is James was using earlier
but that your target audience how a new gotta be able to you know from create content that educates and informs
and help solve them so yeah I I’m very passionate about and
doing it in the house and and and I recognize it’s not always easy
particularly constraints and time and education boats now from
its no brainer meet the Browns that I engage with you’re lookin lot in the tech space the
CEOs in a mocking people in a very public their out there they’re publishing their
writing and authentic that you know that thought leaders the people that I can
rate on an individual basis and I’m yeah I mean that that’s why I think
the world is going but you know again I do recognize there’s
quite a peak agency in outsourcing communities a clearly other people there chance to good on that range yes
somebody from sort of the agency world it away campaign that’s our whole market
week other it would their content marketing in
particular is an interesting place for agencies because every kind
agency is getting involved in doing exactly
this paper work its not just a PR company it’s not just
a creative agency it’s not just officially see the
mediation to do it through so add if you are already working with the
agency hard are they can do this kind of work for you as well and right to get the resources part you
know doing it how’s it has a lot of
advantages because you have that expertise in-house up but it also has disadvantages because
if you saddle somebody with its Koo what’s not
there be in Scopus that there’ll be focused
they have other things to do and certainly content marketing becomes their responsibility it’s not going to
get the attention but it needs so up third week ago the middle path is
sort of hybrid and you can use agency that you might already be working with or freelancer who can come in work from inside you company and pick up to that expertise but it is really got one
or two ways to do it is at least three 30 in thank thank yes I would agree I
think the hybrid model 18 ill-fated had been
here you know the happy knowing how came
leading not and being able to pick the right happen to do the right job and stuff
like that here another time quickly treatment on to the next
question and what about creating company in-house and then any external copyright after I think
that’s a good idea and I think if you if you what you doing
channel and your internal IP or but help people
will be at Prada I get that back to you depending on your
organization free they can create perfect drop to become
technology like that the product at fact that make it better at UT format if
the compact lightweight an interview all a test site and chat or
whether it’s not going to fade out a quick question our people document today
on the collective factor of and then you could potentially
work with that an ecstatic girl read on copywriter well I might
recommend if you can find the right kind happen to let you and idk if that’s what
you would call a Polish and that it in with your brand
guidelines it I think at that meeting I like left something now I’ve it right
the following at what well for a and summer docking me
when we moving on is the question around our online
measurement I think that’s what we’ll want to come up with that and it’s a few other questions if they
get that long at the end I will to create one now and the top question here till around how
should we actually measure content felman I’m what this is expect a bit
like and effect technology ok cool that can
help and what the metrics that matter any
thoughtful and then before we got to tell you what
came in from a attendees how do you measure at crack repair what the measurement
tool for white paper how important it being I’m looking at
and it takes encounter outright time on pages site
for and is there any new innovate informs their I’m content
measurement and to watch and in the marketplace I
liked what we re direct this question here and at Martin
J I mock the future and who may be attracted not be issue and we’d
like to know it more about how about what and then
Jason I think I feel coming for publishing industry and I get measuring your content
performances and what your readers like you get my pic it with a pic at hot your and professional say again what what could you look amazing on from
you on on that hot and then I get out and pay it well you thank you
K around what metrics you upgrading in
your organization if we if we thought we’d done it without
Jason out on that one sure for us as a publisher the the important thing is how long are
people who spending with the content how much for
the sharing it is being forwarded what about three and biscuits certainly the case had
earlier about she would want to date it was under demand that’s absolutely something that we have
been that we need because a I’m an editor love writing i love
reading I don’t like spending a lot of time with
with data looking at charts and graphs it’s not
really my phone we have somebody in the house who that is new thing and they can explain to us you
know what we’re seeing those charts that we can look at the content say okay this content got a lot to pick up let’s
look at the content and why why did that go so far who who
was looking at it who are sharing it we had a piece
recently that we just had on about programmatic
buying in the mail it to you for review he
wrote it for said he was saying that programmatic buying which is and automated waves buy ad space on line I is gonna die and that was pretty
controversial it got a huge uptake both with the
analytic sandwich shares on LinkedIn and even on Twitter
and so glad to be content that we’re gonna
go back and look at and say okay what are the aspect to this content got people
picking up people talking because when you’re looking account from a brand perspective thing you really want to think about his
influence that’s to bottom line to watcher return
investment is it how much you influencing their buying
decision or that customer journey the content if it’s done right is good
I’m includes people to look at your brand over some other
brand or to look at your product over competitors product and that that your measurement for me
the measurements just how many I wanted we get and people
linger long enough you know the about racism thing we talk about a lot
to tavern come to the website see that totally not what they want and
right away worst-case scenario but the best case scenario people read the whole peace share the
whole peace it gets forwarded come back to it it if you can achieve
that with your branded content then really hitting a high note it was
actually to get back to you something that was
said earlier about bringing agencies are doing and how’s you can also work with publishers like
us if you have content that you want to be in the voiceover particular magazine or newspaper or website almost
all these people have teams that will do that for you can write your
content give it to them and we will rework it in the Boy Scouts
that particular publication for editorial position so that’s another way to go about that
pretty and thank you Jason and then if they’re not
that great your thoughts on that yeah sure not just made and ate stuff
that I need to follow up with you today and we’re working with the congress in
planning to the moment gonna separatist intent looking at their performance in the way
of describing say a follow-up separately intensive XO I’m for our platform I we with twenty years
a going back to the drawing board
understand it what is the key metric a and I think the key metric overrule going to talk about you know it’s with
the other key drivers has got to be after a three-time for how long to each person on average attend your
content a I’m not determined by have you got
your chance right is the customer experience or CX rights and and is your content right I am and yet to can can help you with that a but the ceiling for that a is quite
often what experienced marked its trying to raise and overrule unit is our content being
well received and how to improve that so how
do we improve I I just mentioned 102 a 63 something that can be improved I’m I’m a tool to increase 63 from but email
web or or special by at least three times by
using animation wanna make you care I wish official and animated which people attend already a fan hyperlinks
or static images that one speaker it’s your content you
want to do it acceptable so we provide up for the math reading
experience highly visual to get the choice went to Mass deeper
into re because witchhunt contend that way you
can see a in the way that Jason was describing
specifically which issues and articles very interested in
reading for what they engage in what they share I’m how they are the question a and and what comment for sound bites
they push on to the social community two or more people like them back in
experience seeks to engagement and not only within the total so engagement three special sharing which
generates a lot more data that you like get is is the key area maybe the gold mine that
one talks about a and finally I think sign up important depends what your objectives are but I
think it was one Allen who think early remember you know
this is about a quality experience about building a
campaign a bit I’m like he has to take people into this in
the way you develop a real-world relationship say that you know if this is who I am this is my
name getting to know you building trust but once have the trust
issue and may you find a bit about building interested in exploring you
know that and once it gets to the right point in
the relationship the stuff to communicate back to you not
be interested in maybe picking up a conversation in the real
world a taking it to another level again I think
this is Alan talking on this a the role of agencies I think is massive intensive hoping to you advise on the content strategy a you know what what are we trying to
achieve and how can we trunk a content strategy create contract is a campaign the gonna last 36 12 18 months and and what are the meaningful un-elected
relate campaign that allow us to for C that any
proven real-time I swear running our campaign but and if not more importantly on may be a
costly basis Tribune a quicker if the data say that you can adjuster strategy I don’t they take
markets in your room where you’re showing back with your boo SLC with the folks that dividing the production services your
business ship back with a much more detailed pictures the customer profiles that you’re
targeting rather than say this actually shared
data around exact profiles three for the individual
and I sex and then finally I’m being able to
understand the reading engagement behavior
customers so that you know went well to sign up all went to invite
them to 70 went to in 2008 I think up a stopper to pacify her 30 and thank you mom we
are close to running out time but I think we could go either a few minutes and anyone want to drop
off because they’ve got me for oppa where did carry on I’ll make sure that everyone with me the
copier p.m. you got under got questions FL repeat
that will get your favorite baby yeah will be sharing be my presentation rich
been presented on petrol which will include full and a pass at me and that leopard well you get the outer
too wet for you look to get the highlight 33 P Republic today I it and get the
question forget doctor does and in presentation that going to follow up
optical and I think and that he had anyone out what
yeah I don’t repeat that may be out in Cape there’s anything you wanna after that they are aligned measurement
and question just encounter what you what you would recommend what
you do in your organization with your client I think it cover that briefly and then
in the meantime anyone what capture a question I trying cover-up comment but before you I
know yell I’m I guess from my point of view again coming from a no needing to potentially do it a bit more
justification have jumping into content marketing know what I’m dealing with it it’s
making sure that’s we have some way of measuring you an outcome that’s meaningful to you um the decision makes it the business on
which is a helluva lot easier said than done %uh you know it doing a marketing
campaign one point which is very very much around
content but we need to get to actually drive
sales moves very hard-pressed to actually make that connection but we could got the connection between
that content going out and the increase oil change in store traffic levels so you know we had could have used as a
proxy but at least we were actually take new accountability eat what was a real business measure the net she improved
power credibility is a group significantly within the larger business a couple find a platonic really agree
with and things that time on page in previously it was about views but no
unitary too long for minutes seven-minute reads you know if people are leaving us just
30 seconds you know you have gotten engaged the
bouncing so that’s different something to look at from an SMB are are entrepreneurial
sorta side of things can’t actually quite depressing right in
terms as metrics because the course white at the start to talk about the
fact that the long-term game and you know of what happens is the
Google Analytics and data can be very depressing because
the readership numbers can be small and then again there’s bloggers that I know from the state’s
thats sort of it took them two years now all of a
sudden there overnight success is no talk a lot about the fact that many
people give up after three or six months a and fucked around fishkin from Mazda
car was actually written about this topic where I think it was his wife’s and blog do it very very poor data for a
very long time and he did a big exxon a time line where most people were given
up here she’d kept going and all of a sudden it you know took off a course is a
couple things the contents bills readership over time but you also need
to be clever about how you I’m before I at it as we mentioned earlier brought to
structure the things like you know if you’re using Word Press there is a
plugin called Yost why only St which is in essence a free
plugin which helps you optimize from an SEO perspective says given your better
chance up Google picking you all and also atm others picking you up and finally Google
is another interesting one because increasingly contemplate the written content is
viewed through essentially a Google portal be a people
using it to search rPPC or whatever and Google is
increasingly dialing look the their contents and they’re really
being aggressive the wrongs and taking up more the home page in
terms of eyelids and Google content and trying again to
get people using then Google+ and so on said that want to
watch yet I think everyone is thrilled
articulate very well the the committee pieces are on time and
patience sharing and was other elements okay pretty and thank you and okay it to anyone out for it can get a
question okay I love them very quickly on me there coming couple Longhorn her a couple on return on investment which i
think we have now on OK and another one here about how at it content not being more except during particular industry for
practical I’m seller day he not in sign on event you say they’re not
grateful to be available on the Internet everything by professional bodies and should independent company then
revisit the same compound by if that highlight their land love it I
guess you may know content and curation all shape AP actually creating their own
content around the same area that I hadn’t
except the it conference marking relevant in all
industries and not affect me there anyway against maybe strike the balance between
few Asian that it creation with would be that to keep the
internet question I can sorry mentioned a quick points and it is
relevant for all industries but you could be different format security
b2b is often more written more professional most for leadership if you’ve got a a product arguing trying Millennials you might go for our
trips maybe strong visuals you might be looking at
different platforms in terms of Facebook or Instagram sitting that is relevant but you need to think
careful around your audience and assertive applications they use some will be my
point and not one in terms of duration point again a.m. I think this is getting back to
engage into being a good listener I think there’s definite value in curating
and again in recent months are spotted a big
increase in people and do newsletters not even companies
but people so as email as are here in london is is
doing a news that which is essentially curating
content Benedict evident Evans in the US mark
sister discos on Sat you know it is a growing area as well as
people look to future through the noise which your agent with Anderson nothing here in in terms of the year personal newsletters and people curation
interesting content which said she been you know am really good to see and I’ve actually done some very very good
ones that way um a also think be people talk meh you know all industries and you know
oversee I’m just saying then that term we need to make sure that its yearwood
made tailoring or yet doing the confidence that best
fit in that industry but we also need to be very where
geography a you know it everyone kinda automatically
defaults to run to start on Facebook a.m. now in this part of the world in
hong kong yes absolutely is because completely K um half an hour that way importing West on you know you can’t get facebook her so
you need to be looking at alternatives and to know do you want to be a sable to
could’ve you know it have people accessing your your stuff in
places like China where they don’t miss 30 have facebook need to have
alternatives and how does she deal with that goes
back to lead on to what language languages teenage deal with which again
further complicates the whole content issue I’ll you know when you start
thinking beyond your immediate market if this were to
happen with curation is probably an underrated tool mean if you think about
what Facebook is what Twitter is what Way Ball which
Sheen is its curation I mean you find content here people with
expertise will float up things that maybe you didn’t think about
their there’s people that I follow who are experts on china there’s people
that I follow their experts on marketing people to call the experts on right and sometimes they have their own parts
that are there that are interesting but a lot of times they’re just floating
up somebody else’s content and there’s no reason to brain can’t do that too thank you I and get caught time now we have fun I’ve got I’m liking
it so much that we could other and really interesting point and and many questions and white week ago about K effect in combat mopping but I think we’re gonna have to call it I am
fortunate fake I’m going thank you everyone and thank you to all
the pilot state that going on it’s a really interesting exciting and
thank you everyone gets out and but you ready yeah feel quite you online thank you I can make sure that we
share the information and review feel free to email event and local making me go I don’t UK or you can tweak that Apple mckinney and if you want find that and U Haul should
have acted registration pay fine because now eat it
that always and yes but as if they got the AARP that
we’re hoping that will you know action right it on it question
for different areas that and the peak your feedback coming and yeah it for me anyone at anything
from the I don’t be if not I will at sure because of thank you very much a mi for charity
thank you very much everyone haven’t yet you know thank you
absolutely it’s not that much of any you and we can thank you but why but by

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