Following up on our earlier post, I am still reveling in the thought leadership bliss and overflow of insights from last week’s Blueglass X Internet Marketing Conference. My social chops are sharpened, my SEO refined, and my network expanded with the addition of some amazing people. Here are five more key takeaways for marketers from my favorite marketing conference of the year.
6. Content marketing is not new
It has been around for quite some time. John Deere’s The Furrow magazine is considered by many to be one of the first examples of corporate storytelling. The idea behind The Furrow was not to sell John Deere equipment, but instead educate farmers on new technology and how they could be more successful business owners. Another great example is Proctor and Gamble’s sponsored radio programs in the 1930’s. As radio became more popular, P&G sponsored programs in an effort to reach their target market, housewives. As a result, these shows often became commonly known as “soap operas.” There was no established, effective way to reach the housewives the company depended on for revenue during the Depression-era decline of the United States economy. The company decided to innovate by telling these women stories through a newly-commercialized technology called radio.
7. Content, social, and search should be one department
Copyblogger’s Brian Clark described how his 27 person team operates and it makes a hell of a lot of sense. At Copyblogger Media, their content, social and search team are combined. The idea here is to have these three departments working together seamlessly with each one sharing data to make better strategic decisions. PPC needs to share all analytics with social and this is all aligned with the editorial department to execute on your content marketing play.
8. Get out of the ad campaign, marketing campaign mindset
Content marketing is not a campaign; it’s an ongoing media project. Think of it as a continuous medium says Copyblogger’s Brian Clark. It’s not a campaign; it’s an enduring relationship that grows. Ask yourself this, what does my audience need to hear to keep the relationship going? What content can I produce to keep them engaged so that they hear what i have to say next? The content that you create over time should address these questions while staying in line with overall business objectives. The bottom line is that you are trying to build a list through permission based marketing instead of buying a list.
9. The big trend for 2013 is going to be agile marketing
Customers and prospects have come to expect a company’s marketing to be quick to react in the most dynamic online environment in history. Agile marketing is a practice that helps your marketing department improve speed, predictability, and adaptability in an ever-changing digital marketplace. By defining goals for your campaigns and measuring the success of each, you can begin to make better, more informed decisions based on real-time data. Platforms that automate marketing processes can be an essential tool for the agile marketer.
10. Just say Google us
This is one of my favorite takeaways and it’s so very clever. Businesses who do offline advertising to support their online efforts should stop giving away their website address. Instead they should just simply say “Google us.” Doing so allows you to custom tailor online ads and landing pages. The idea here is to generate customer behavior that will encourage them to search which in turn signals to Google that your brand is important.
For a complete overview of the Blueglass X Internet Marketing Conference, check out the full recap here.