Top Takeaways from Content Marketing World 2014? Creation, Marketing, Amplification

September 29, 2014

By Katie Kennedy, Business Wire Cleveland

CMI worldLast week we had the opportunity to attend Content Marketing World, hosted by Joe Pulizzi and the Content Marketing Institute. CMI  brought over 2,600 marketing professionals from around the world to Cleveland, Ohio, to discuss a topic near and dear to Business Wire’s clients: content – how to create it, how to market it and how to amplify it.  After having the time to absorb and reflect on the sessions and review my many, many pages of notes, I wanted to share a few of top takeaways from the event:

Andrew Davis, Author, Brandscaping: Unleashing the Power of Partnerships:  
Davis kicked off the show with an engaging keynote, “Inspired Content: How Brilliant Storytellers Create a Sudden Urge to Act,” urging marketers to rethink the marketing funnel and focus on what he calls “moments of inspiration.”

“Valuable content increases the demand for the products and services you sell,” said Davis. “If you want to own the consumer journey, create moments of inspiration. MOI leads to ROI.”

Julie Fleischer, Director, Data + Content + Media, Kraft Foods:
The theme of Fleischer’s keynote, “The ROI of Content: How Kraft Learned the True Value of Its Content and Rebuilt Its Marketing Around It,” can be summed up in three words: relentlessly pursue worthiness.

“Efficiency must be baked in. Content and data should be inexplicably linked,” said Fleischer. Kraft’s strategy focuses on maximizing the uses for any given piece of content and only producing content that they feel is worthy of the budget.

“If you won’t spend money to distribute it, then don’t do it!” Fleischer added.

Steve Rotter, Global VP of Digital Marketing Solutions, Brightcove:
Rotter shared  several very compelling statistics to stress the growing importance of using videos in your content marketing strategy in his session, “How to Drive Engagement in a World of Content Overload.”

The use of video is growing faster than any other type of content marketing because:

  • Video reduces page bounce by 12%
  • Video landing pages increase conversion rate by 75%
  • Consumers are 88% more likely to buy after watching a video product review

Rotter also reminded the audience that 70% of the time content is your first sales call. Stellar content can start the sales process before you pick up the phone or continue the conversation with prospects you’ve already touched.  So why is it that up to 70% of B2B content never gets used?

Mark Schaefer, Author, Return on Influence & The Tao of Twitter:
“We build relationships with brands just as we do with people,” said Schaefer in his session outlining “10 Reasons Twitter is Content Marketing’s Best Friend.”

To make the most of Twitter as part of your content marketing strategy, you need to be in the social media mindset and create meaningful content, make targeted connections and provide authentic helpfulness. Contribute to the conversation in a meaningful way that provides value. “Everyone can tell when you’re just trying to sell something,” said Schaefer.

  • Twitter is an ignition point. Twitter offers the fastest way to build an audience of relevant followers for your content and smart interaction on Twitter will lead people to your content.
  • Twitter is a source of content. We already know news breaks on Twitter, but it also provides a steady stream of content ideas and access to the web’s best teachers.
  • Tweets are powerful social proof on the internet. Using Twitter to build a relevant audience can ignite your content and produce rewards in the form of social validation and SEO benefits.

Beyond Storytelling

CMW embraced its overall theme and not only taught us how to harness emotion to tell a great story with content, but also focused on strategy and how content marketing can be successfully integrated into our organizations.  For more highlights and event recaps from CMW attendees:


CMW 2014 Recap: Andrew Davis on “How Brilliant Storytellers Create a Sudden Urge to Act”

September 26, 2014

By Katie Kennedy, Business Wire Cleveland

In his opening remarks, “How Brilliant Storytellers Create a Sudden Urge to Act,” Andrew Davis  kicked off day one of Content Andrew DavisMarketing World with an engaging keynote urging marketers to rethink the marketing funnel and focus on what he calls “moments of inspiration” or MOI.

What is a moment of inspiration? I’ll spare you the reenactment of his meatloaf example – which was hilarious –but in short, a moment of inspiration or MOI can be as simple thought which triggers a series of activities that at any point could lead you to a point of purchase.

So, rather than a traditional marketing funnel in which consumers start at awareness, go into a research phase and then take the action the marketer wants, Davis sees the consumer journey as a path defined as:

  1. a moment of inspiration
  2. a trigger
  3. an initial consideration set
  4. active evaluation
  5. moment of purchase

“Valuable content increases the demand for the products and services you sell,” said Davis. “If you want to own the consumer journey, create moments of inspiration.”

Davis sees this as the single biggest opportunity for content marketing and shared his secrets for creating these moments of inspiration via valuable content that inspires people to buy the ideas, products or services.

Four steps for creating content that inspires MOI:

  1. Build suspense
  2. Foster aspiration
  3. Dive empathy
  4. Harness emotion

To read more about Davis’ presentation, including additional tactics, we recommend reading this event summary:  http://bit.ly/BWatCMI2014

To learn how “MOI leads to ROI”  follow Davis on Twitter @TLPDrew or visit his website: http://www.akadrewdavis.com/


Time It Right: The Importance of Financial Calendars

September 25, 2014

By Hannah Kelly, Business Wire Paris

What is a financial calendar?

A financial calendar (also referred to as an economic calendar) is used by traders, shareholders and the media alike, in order to track the important events of the economy. The majority of the time, this is to check for market-moving events, such as monthly jobless claims, factory orders and debt auctions which are all found in the economic calendar. Several high-profile sites such as Bloomberg and Forex publish release dates for forthcoming economic reports each week.

Bloomberg Editorial Calendar

Each audience segment utilizes this information in a different fashion. A trader for instance, may implement a specific strategy based on the proposed outcome of a report, while a newsroom will adjust their coverage and focus, based on that same report.

Why is the calendar important for public companies?

Companies use the economic calendar in order to avoid scheduling conflicts with their conference calls, investor days, and other important events. The calendar is vital in anticipating workload, keeping to a schedule and keeping everyone up-to-date and informed.

However, in addition to following the economic calendar, companies should also be aware of the dates and times of companies within their respective industry – you wouldn’t want a top analyst to have to choose between your company and your top competitor. Best practice is to try and schedule the event close enough but not so close that an analyst or reporter cannot cover both.

How should the calendar be used as a tool when a company is setting up their next event?

Press releases:  Many traded companies choose to note key dates in certain press releases, which works excellently. Those who read your first quarter results will likely be reading the next quarter, so why not quickly mention their publication date?

Investor HQ:  Here at Business Wire, we offer InvestorHQ, a web-based content management system that allows clients to manage a search-engine optimized online newsroom. Since InvestorHQ  is a CMS (content management system), events can be posted simply by entering the date, time and location. Audio and visuals can be also be added to the calendar, and email invitations can be sent with a link to the Event page, through which investors can register and receive reminders for that particular event.

No more excuses – no matter how big or small your company is, the financial calendar should play an essential role in scheduling your next event!


New FREE Service, Expert Latinos, Helps Connect Hispanic Reporters with Sources

September 23, 2014

In an age where Hispanic media outlets are understaffed and reporters are on tight deadlines—in comes a new free service called Expert Latinos. Expert Latinos was created to help Hispanic reporters find sources and experts for their stories, saving them time and energy.

The way it works is very simple. Basically the reporter fills out a quick form directly on the website (ExpertLatinos.com) detailing what they are looking for. The request is then sent via a daily email to the list of subscribers, which consists of experts, entrepreneurs, public relation professionals and much more.  As a subscriber, if you see a story in which you can contribute to, you then simply reply directly to the reporter via email.

ExpertLatinos

Launched in April 2014, Expert Latinos has quickly become the go-to-source for Hispanic media outlets looking to quickly identify experts and sources. Among the media outlets already using Expert Latinos includes reporters and writers for: Univision, Telemundo, La Opinion, EFE America, Yahoo! Mujer, Vista Magazine, El Diario/La Prensa…the list goes on and on.

Reporters are submitting queries for just about anything from “I’m working on a story on the future of Spanish in the U.S. and need an expert in linguistics” to “I’m currently working on an article and need to interview entrepreneurs to talk about the best tools to grow their business.” Best of all, it’s completely free for reporters and sources alike.

So if you’re a source or expert and are looking to promote your business and get free exposure you can sign up here. Stay on top of the daily email alerts because you never know when something might come up where you might be the perfect fit. Simply reply back to the reporter via the email they provided.

If you’re a journalist and are looking for an expert or source for an upcoming story you can start submitting your request here. Reporters can also chose to send their queries anonymously, in which case their outlet and email will not be disclosed.  Expert Latinos will then receive the responses and forward them to the reporter.

So what are you waiting for?  Sign up today!


Global Relations Has Changed – The Shift from Information to Participation

September 22, 2014

This year’s Global Media Forum held in Bonn, Germany launched a new shift in thinking for today’s media outlets.

Historically, relationships between media and companies have been about information sharing.  Companies write press releases, media outlets write coverage based on that information.  But this has changed.  In 2014, news sharing is shifting from learning by reading, to learning via participation.

Read this piece by Business Wire Germany’s Senior International Media Relations Specialist Kai Prager to learn more about this shift, and what changed the way Europeans think about media, news and news sharing in 2014.

http://www.commpro.biz/public-relations/media-relations/global-media-trends-shifting-information-participation/


How Reporters Use Social Media in 2014

September 19, 2014

In the piece, “The Role of Social Media in Today’s Newsroom” Business Wire senior editor Paul Bowman takes a closer look at how today’s reporters are utilizing social media in their day-to-day work. And the results are somewhat surprising.  While today’s reporters rely heavily on social media and company newsrooms for research and article promotion, they are not interested in receiving pitches on this channel.

role-of-social-media-in-newsrooms-1

So how can you influence reporters across social channels, without directly pitching them?  Read on to find out:  http://www.commpro.biz/social-media/social-media-pr-social-media/role-social-media-todays-newsroom/


Media Relations Tip: Increase Press Release Coverage Impact with Social Sharing

September 17, 2014

By Serena Ehrlich, Director of Social and Evolving Media

In this blog post, Business Wire looked at the metrics used to evaluate reporters based on their stories, and how communication pros can not only help them meet their metrics.

The core metric used to evaluate reporters on the stories is views – the more eyeballs on the story, the more successfully the content is seen.  In this article you will learn what you can do to help reporters meet this metric, ultimately building a stronger media relations program.

http://www.commpro.biz/public-relations/media-relations/latest-trend-media-relations-help-journalist-meet-success-metrics/


Follow

Get every new post delivered to your Inbox.

Join 39,079 other followers

%d bloggers like this: