The people at Australia-based King Content weren’t just present at Content Marketing World Australia (an important market for the CMI that also publishes an Australian version of the Chief Customer Officer magazine, taken care of by Sarah Mitchell of Global Copywriting).
They also put up a nice slideshare presentation summarizing 10 insights from day of Content Marketing World 2013 in the US. From Joe Pulizzi’s keynote they mention some of the research data we mentioned before and stress that it’s indeed not about more content but about having a better strategy. This obvious fact is sadly enough not understood well enough and makes one wonder about the maturity of not just content marketing but marketing in general. Let’s not forget many business don’t have a proper social media strategy, let alone an integrated customer-centric marketing approach.
From Jay Baer’s keynote (the second of the first day) King Content emphasizes Jay’s famous saying “Sell something and make a customer today, help someone and you make a customer for life“. A dimension we didn’t tackle too much in our Jay Baer interview: we do fight over attention and need to go beyond the simple creation of useful content (which is hard enough as research from the CMI – once again – shows) and also DO something with it. Or in other words: it’s not because you create it that you achieve your goals. Content is a piece of the broader integrated (content) marketing puzzle.
Summarizing Lee Odden‘s presentation, King Content, stresses the future of content is visual, real-time, mobile, human and cross-platform. And it lies in the intersection of technology, information and human experience as we wrote. Lee also stressed the importance of strategy, hyper-connectedness and the need of what he calls amplification.
Customer retention: what are you waiting for?
Ardath Albee seems to have nailed it once again and focused on customer retention. As you might know by now, most budgets go to customer acquisition, in content marketing and many other forms of marketing. The funnel needs to be filled, yet in practice organizations nowadays often overemphasize short-term tactics and goals and customer retention, let alone loyalty, is overlooked.
Ardath stressed the importance of retention, kudos for doing that. You may (should?) have heard the impact on ROI of customer retention before. If you haven’t, here’s a quote: “Increasing customer retention rates by 5% can increase a company’s profits by 25% to 95%”. What are you waiting for?
Some other insights from the first day as summarized by King Content:
- The four archetypes of content creation, as the CMI’s Robert Rose mentioned them, namely the promoter, poet, preacher and professor. More about that later as it’s a nice topic we haven’t covered yet and in the slideshare below.
- Quantity verus quality. It’s interesting to see how much attention the expert panel on quality versus quantity with Michael Brenner, Joe Chernov, Marcus Sheridan, Heather Meza and Rob Murray garnered (and still gets on Twitter). As if it’s a matter or one or the other. Regarding the question whether content marketing should be forced to demonstrate ROI, here’s my take: marketing should be forced to demonstrate ROI, period (and no, that’s not saying creativity doesn’t matter, more about that later too).
- Brian Clark shared some facts on conversion and SEO in a content marketing context, with contextual relevance as an important element that readers of this site should already know by now. It’s all about integration and reversing the view.
More in the presentation below – thanks to King Content for making it.