Equator gets fighting fit @ Content Marketing Bootcamp
Equator went along to the Content Marketing Bootcamp yesterday for a full day of content marketing thought leadership with speaker John W Hayes. The talk was inspired by Hayes’ best-selling book on Thought Leadership Marketing.
It was a jam-packed agenda, but some of the items included:
- Finding inspiration to create and publish compelling content that clients and potential customers can’t ignore and connecting the dots to build a cohesive content marketing strategy
- It was very well attended and most of the other attendees were b2c small or medium-sized business owners looking to find their voices in a web that seems to be becoming increasingly overcrowded.
Here are some of our takeaways:
Content as engagement
There’s a cliché that’s been beaten to death over the last few years that ‘content is king’. Hayes says content is more of a foot soldier; instead of sitting on a throne that’s far removed from the action, it slots into every channel, at the heart of the action.
“Too many marketers end their relationships with prospects once they become customers – but those customers can become evangelists for your brand.” If you create content across channels, it becomes very much an engagement exercise, produced by individuals for individuals, as a means of retention rather than acquisition.
There are many businesses that are struggling to do content marketing and one of the biggest reasons is too much internal red tape, which results in a lack of agility. More typical road blocks include having no time, fear of failure or rejection and lack of imagination. There are also ‘generalist’ content marketers who update their Twitter feeds with other peoples’ thought leadership or simply repurpose ideas that already exist.
So where do you start?
Start by tackling pain points: “The best thought leadership ideas solve problems for your customers and prospects.” Start with something small and test, measure, repeat. Hayes is an evangelist for the corporate blog, calling it a hub for testing content, reaching out to prospects and fuelling social media activity.
Developing a strategy
The section that had a lot of resonance for Equator was about building a cohesive content strategy, which is not a simple task for any business. “Great content marketing works at its very best when it is distributed via a series of connected channels.” But none of this will work if you deliver a poor “landing (page) experience”, amen! Auditing your content, and understanding who in your business can produce that content for you – and knowing what resources you have available – is absolutely essential in the making of great content.
If you’re sad you’re missed it there are upcoming events in Birmingham and London as well. Thanks to John and everyone who attended for a fantastic day!