Content marketing conference k?ln 2015,players menu,professional video editor career fair - 2016 Feature

Es ist das Beste, was passieren konnte, glaubt unser Gastautor Ulf-Hendrik Schrader: Inmitten der multidisziplinar angehauchten Vortrage uber Content-Quality, Storytelling, Crossmedia-Corporate-Publishing, Content-Distribution und Noisecutting bemerkt er, wie sich Content-Marketing unverhofft als Katalysator fur Integrierte Kommunikation entpuppt.
Mit der – zumindest fur die 400 Gaste wohl zutreffenden – Feststellung, dass es bei Content-Marketing mittlerweile nicht mehr um das Ob, sondern um das Wie gehe, eroffnete Moderator Frank Puscher selbstbewusst die Konferenz. Selbstironisch fragte darin Tobias Dennehy, „Corporate Story Architect & Editorial Change Manager“ bei der Siemens AG, ob Content-Marketing „nicht schon wieder ums Eck“ sei, wenn ein Unternehmen wie Siemens es machten – nur, um dann umso mehr damit zu verbluffen, wie weit voraus der Technologiekonzern den meisten auf dem Gebiet ist.
Um diesen Anspruchen gerecht zu werden, arbeite Siemens bei der Content-Produktion zum Beispiel mit erfolgreichen Dokumentarfilmern zusammen und mische sich uber das initiale Briefing hinaus nicht in die Umsetzung ein. Wie ernst es Siemens mit dem Content- beziehungsweise Story-zentrierten Ansatz ist, beweist der Newsroom, den der Konzern dafur eigens vor zwei Jahren eingerichtet hat.
Die mit der Einrichtung des Newsrooms verbundenen Ziele wurden weitgehend erreicht, berichtete Dennehy, so erlaube der gemeinsame Raum ein schnelleres und besseres Zusammenarbeiten uber Abteilungsgrenzen hinweg und helfe dabei, Mauern zu uberwinden.
War 2013 Content King, werde 2014 Distribution Queen, orakelte Dominik Matyka, CEO der Plista GmbH. An die mit Kommunikation befassten Mitarbeiter in Unternehmen appellierte Klein, ihr Silodenken aufzugeben. Der Reiz liege zum einen in der Fulle an Inhalten, die sich aus dem Sponsoring eines erfolgreichen Sportteams ergaben, und zum anderen in der hohen Reichweite der digitalen Vereinsmedien, uber die diese Inhalte dann auch gleich gespielt werden konnten. Uber diese und weitere Kanale wie etwa Facebook wurden die Produkte mit sehr guten vertrieblichen Erfolgen vermarktet, wahrend man ganz nebenbei die Marke HypoVereinsbank positiv auflade.
Den Praxis-Slot eroffnete die Frage, was Content-Marketing eigentlich fur eine Content-Plattform bedeutet. Uber die Herausforderungen, die sich im Corporate-Publishing ergeben, wenn man ausgehend von der Web-Plattform ein Kundenmagazin international in Print, Web und Mobile umsetzen mochte, berichtete Judith Wilhelm, Leiterin Online-Kommunikation der Volkswagen AG.
Viel Aufwand investiere man in die crossmediale Aufbereitung der Inhalte, beispielsweise in Form von Videos, interaktiven Infografiken, Illustrationen und Konfiguratoren. Seit der zweiten Content-Marketing-Conference begleitet das Projekt babyharmonie.de der Schwenninger Krankenkasse die Branche. Nicht minder praxisbezogen ging es im B2B-Slot weiter – mit einem Case, der zunachst aus der SEO-Richtung begonnen wurde und sich dann zu einem Content-Marketing-Projekt weiter entwickelte. Die internationalen Content-Marketing-Aktivitaten hatten einen Ausbau des ursprunglich dreikopfigen Teams auf inzwischen 16 Mitarbeiter erfordert.
Den Blick auf die systematische Vorarbeit erweiterte Maik Rico y Gomez, Geschaftsfuhrer von Park 7, auf die vertrieblichen Aspekte.
Damit setzte er weitgehend vor und nach den Prozessen der anderen Referenten an, was den Vortrag bereichernd machte. Knapp 20 Jahre nach ihrer Erfindung durch Manfred Bruhn scheint nun Content-Marketing der Integrierten Kommunikation endlich zum Durchbruch zu verhelfen.
Und nein, ich bin kein ewig-gestriger aber wenn ich beim ersten Absatz quasi permanent simultan ubersetzen muss, kann der restliche Artikel auch englisch sein. Danke fur diesen erhellenden Bericht --- Wer sich schon langer praktisch mit dem Thema Content als Basis fur nutzen- und dialog-orientierte Marketingkommunikation beschaftigt, kann aufatmen: das Kind hat einen Namen! To succeed, content marketing needs to be customer-centric and look at the customer and customer experience from a holistic perspective. Integrated marketing thinkers, who know the customer is at the center, develop a fully eperience-driven content strategy. Mike was one of the keynote speakers at the Content Marketing Experience Conference Europe 2014, organized by i-SCOOP. The essence of his message: improving user experience makes your customers and the search engines happy. Hummingbird was an intro to that experience-driven and integrated concept, after which Mike showed a framework to integrate efforts and create an ecosystem for search and content success. Mike, you’re a 360° digital marketer, having used and combined all digital marketing tactics. Mike Corak: Experienced marketers understand that there are labor and cost efficiencies in integrating tactics.
Lack of true customer understanding: While companies are ready to purchase industry research, and perform certain levels of segmentation, digital data related to topical interest, vernacular, engagement and online behavior generally is still making its way into full brand planning. Decentralized content planning: Today, as we audit digital programs, we see a large disconnect around content planning.
Silos within internal teams and partner relationships: Most companies create integrated budgets for planning purposes, with projections per effort. Mike Corak: Let’s first distinguish the difference between content strategy and content marketing. The demand for more content has grown exponentially over the last few years, and many companies are playing from behind, still building the assets and systems necessary to meet demand. That said, brands that take the steps to (1) understand what their target audiences want from them, (2) develop their desired topical taxonomy authentically with the user top of mind, (3) observe how others are successfully meeting that demand, (4) audit their content across all channels against these variables and business objective performance, (5) create a gap analysis detailing where they are v. More so, you should plan your content needs based on user personas, business needs and platform attributes.
Email is powerful – it’s the most ROI-efficient digital marketing channel because it’s cost effective.
With print readership generally decreasing, and overall consumer behavior evolving, priorities must change.
Many years ago, when social media popped up, I launched a blog on the integration of social and email.
On that note, for all the talk of total marketing solutions and platforms, the truth is few companies fully integrate their direct mediums.
Cross-membership promotion, email and social: The trick here is to make sure you thoroughly explain program differences and value, using each medium for the characteristics and strengths it has, and deliver upon those program promises ongoing.
Email content sharing via social activation: Email content can be as valuable as any other medium.
Use email and social performance to inform future content efforts: Seeing what works, by audience, is a powerful benefit of these channels that can be applied to help their performance as well as the performance of other channels and the brand as a whole. Less than a week before the Content Marketing Conference you spoke at Integrated Marketing Week. Business Goals: Ensure they are outlined, understood, and measurable, tying digital metrics to offline business performance. Conduct Audits and Gather Inputs: Each period, you should be learning more about your audience and customers, then adjusting efforts system-wide. Budgeting: Only now should you be creating your budget, based on your prioritized opportunities. Planning: Once all inputs are known, opportunities are weighted, and budgets are in-order, tactical plans should be created, with roles and responsibilities clearly outlined. I read a quote from you that one of our other keynote speakers, Jay Baer, put in a SlideShare presentation, which I loved. Bringing this back to content and listening, it’s important to understand and prioritize the voice of the customer to inform content strategy and content marketing.
Your presentation at the Content Marketing Conference Europe tackled the opportunity for brands to align their content and search efforts accordingly. The irony is this is how we should have been attacking search all along, and those who did are now being rewarded. What people should know about Mike Corak is…that he’s plugging away, building real strategies with his team for real clients, just like those in the audience.
When in Antwerp, Mike Corak considers to buy…anything that will keep my wife out of the diamond stores – any suggestions on all-day tours?
Throughout his career, Mike Corak has been inspired…by hard and smart work, team accomplishment, and game-changing results achievement. To people who just start with content marketing, Mike Corak says…take a step back and think bigger.
Relationships are created with…integrity, transparency, patience, and mutual trust over time. Cultural shifts that break down silos…must be planned, believed, lived and breathed, then held to with extreme scrutiny.
What Mike Corak would love all marketers to understand…is that innovation and effort optimization, are equal in importance, but they’re only achieved through daily, ongoing focus. Within 5 years from now…I’m hopeful that we as an industry will solve for the foundational, organizational and tactical opportunities we see in the marketplace today (tactical excellence, program integration, ecosystem development, user experience and customer informed activities), and be able to differentiate on the creative campaign layers that can live above it all. Mike Corak only had about an hour for his keynote but you’ll discover much more in the presentation below.
Conference attendance yields the obvious benefits of learning, lead generation, and sales, but a lot of companies miss the excellent opportunities for content creation and amplification.
Creating content centered on the time leading up to the event, the actual days of the event itself, and even the wind-down period can lead to increased recognition, sharing, and many other sought-after benefits. Here are five ideas to help you turn the next event you attend into an engaging content marketing series. Studies show the average lead costs $22 less and conversion rates are 1.7% higher for video users than non video-users. So before your 2015 conference tour schedule begins, get your team together and develop a video strategy. Will the team members in attendance post or will they send content to someone at the office, or both? Make sure your team is aware of the speakers, location, topics, and more, so they are ready to engage in conversations and connect with potential followers, as well as conference organizers.
Find out who is influencing the conversation by listening to all the conference-related chatter. Make sure you include the conference hashtag in your posts or you’ll miss a lot of views and potential engagement. Make sure you leave room on your content calendar for conference-related blog posts (and add your posts to your social media calendar).
Use these ideas as a starting point to develop your own ideas tailored to your goals and the conference’s purpose. Once the visual content is ready to go, share it on your social media channels, and don’t forget to mention the conference to encourage sharing.
Although it may not be feasible for you to get a response from a keynote presenter like Kevin Spacey, many speakers are willing to take advantage of more opportunities to share their voice. Conferences typically come with a hefty price tag, so it’s important that you look beyond the surface value ROI.
As founder and lead strategist at AG Integrated Marketing Strategists, Anthony Gaenzle works with businesses by helping them develop and implement effective marketing strategies that help bridge the gap between their digital and traditional marketing. Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE!
Emmett, YouTube can definitely be tricky, but the return can be really great if you invest time in creating videos that viewers want to check out and share. Definitely true, although you would typically need to be a sponsor or exhibitor to obtain a list.
Content Marketing World is the one event where you can learn and network with the best and the brightest in the content marketing industry.
You will leave with all the materials you need to take a content marketing strategy back to your team – and – to implement a content marketing plan that will grow your business and inspire your audience. We want to inspire you to do your own epic content marketing and network with some of the brightest in the business! Over 80 sessions presented by the leading brand marketers from around the world covering strategy, integration, measurement, and more new ideas than you can shake an orange stick at.
September is a big deal at CMI - it’s the month that our annual marketing conference and expo, Content Marketing World, takes place. Take a look at the Top 10 male speakers at Content Marketing World 2015 who will also be returning to Content Marketing World 2016! We all know that selecting a targeted audience is a key decision in content marketing, but there’s one audience that industry experts Carla Johnson and Mark Wilson say is sometimes neglected: a company’s own employees.
When it comes to marketing a small business or startup, there’s good news and bad news: you’re (finally!) on your own and, well, you’re on your own. If you own a medical practice or work for one, then you face the same problems as everyone else when it comes to marketing your business online: creating content. Only 1% of respondents surveyed claimed they didn’t face any of these content marketing challenges. Photos boost retweets by 35% and comprise 87% of all shared posts on Facebook, and Instagram (a photo-driven platform) has the highest engagement rates of any social network at 4.21%. In other words, every decision we make—especially when sharing content—originates from our desire to form positive images of ourselves. So the more you can increase your social currency—that is, the more you can make people look good while they associate with your brand—the more likely your patients and prospects will engage and share your photos on social media. At the conference, take pictures of groundbreaking technologies, medical advancements, your CE coursework, miracle results, and extraordinary devices or instruments in action. Anything interesting, surprising, or novel will make patients and prospects look and feel in the know, smart, and remarkable when associating with your content. To prove my point, have you ever seen this PEMDAS equation show up on social media or elsewhere?
Let me guess: when you saw it, you felt compelled to answer because you wanted to show people you were right (and the long list of wrong answers confirmed your belief)? By hosting a Facebook photo contest during the conference, you can leverage game mechanics to encourage social engagement and participation, just like the PEMDAS equation. Step 5: Post the photo on Facebook with the rules and the celebrity answer-bank (if you have ten photos, give contestants 15 answers to choose from). You can leverage the psychology of game to strengthen your patients’ propensity for sharing content, but adding a prize will amplify your reach even more. Use photos and captions to show your patients and prospects the exclusive benefits that come along with choosing you as their doctor. If we make educated guesses about people based on the cars they drive, then you can bet we make educated guesses about doctors based on the company you keep and the exclusivity you possess. Aside from access to free, timely, and relevant content, live blogging gives your practice another advantage: search engine optimization. Step 2: Then, based on the titles of the presentations, do your best to summarize the topics before the conference begins using bullet points (no, it’s not cheating).
Step 3:  Decide which format you'll live blog each speaker, and then create a live blogging schedule and post it on your website so your patients can follow along.
Pro tip: Reach out to speakers before the conference or before they take the stage and ask them pointed questions about their presentations. Unlike live blogging, repurposing presentations into blog posts involves more original thought and commentary on your behalf. You’re still going to site your sources (“You will site your sources” in Obi-Wan voice), but adding your two cents will make the article, well, your own. Articles that explore every nuance of a single presentation in-depth and that add original thought and commentary along the way. Phone: A viable alternative to in-person interviews because you can still ask follow-up questions. Email: When you need to save time or just want facts (check out five ways to conduct better email interviews). Utilize lunchtime: Create your survey, print out copies, and then leave stacks of surveys in the center of each lunch table with a pen to fill them out and a box to place them in when finished. Ask one question: The longer the survey, the fewer the participants- just ask one different survey question each day of the conference.


Create a Twitter poll: If you have a Twitter account, you can piggyback on the Twitter activity of the conference and its attendees by tweeting a Twitter Poll directed toward that audience. Instead of summarizing the conference in your words, curate the experiences of conference attendees by embedding their tweets in a blog post.
Pro Tip: Break your blog post into daily summaries, each day with its section of tweets highlighting critical events. Love it or hate it, we've all felt the satisfaction of discovering and sharing information first, before anyone else. Test new products and treatments, and then share your opinions with your patients and prospects via blog posts, video blogs, interviews, or social posts.
Instead, take photos documenting your product or service experience, and then use these pictures for social media posts (you should do this anyway). Just posting a picture of a brand new product, along with a caption that names the brand and describes the product or treatment, will generate interest.
But what I’ve learned over the last three years is that actively seeking to make new connections and deepen existing relationships doesn’t make you a fraud. Regardless of whether or not you create content with your network, they’ll still be the ones to share it, especially when you ask. While some conference content initiatives require more networking than others, and others require none, building your network of industry influencers will always lead to a cascade of favorable content marketing outcomes.
No more excuses about not having the resources, time or budget to create content that your patients love. I hope this article made one thing clear: that opportunities for content exist everywhere, no just in your medical practice. Use these eight content ideas to turn your next CE conference into a content marketing gold mine. Mut, Kompetenz und Technologie brauche es fur das erfolgreiche Wie, pointierte er und leitete damit uber zum Strategie-Slot und zur Keynote, die ruckblickend als Hohepunkt des ersten Konferenztages gelten darf. Im Zentrum stehe die Erkenntnis, dass, wenn Markte Gesprache sind, Storytelling und relevante Inhalte der Schlussel zum Erfolg seien, so Dennehy. So entstehe glaubwurdiger Content als digitale Verlangerung der in der klassischen Kommunikation behaupteten Aussagen in Form echter Geschichten daruber, wie Produkte tatsachlich Leben verandern. Der mit dem Projekt verbundene Change-Prozess im Unternehmen laufe schon zwei Jahre, sei aber noch nicht abgeschlossen.
Je mehr die Inhalts- und Kanalflut zunehme, desto essenzieller werde es, Aufmerksamkeit auf die eigenen Inhalte zu lenken.
Wer unter Content-Marketing einfach nur verstehe, gute Inhalte zu publizieren, springe zu kurz.
Generell probiere man viel aus und leiste Pionierarbeit bei der digitalen Nutzung von Sponsorings – wobei etwa drei von zehn Ansatzen funktioniert hatten und nun vertieft wurden. Bei den Wahlen gehe man nach SEO- und Community-Affinitat sowie dem voraussichtlichen PR-Mehrwert. Das Magazin werde modular gestaltet, um den Landermarkten die notige Flexibilitat zu bieten. Dieser zahle sich aus in einer durchschnittlichen Verweildauer von uber funf Minuten auf der Webversion und einer Lesedauer der Printausgabe von uber 25 Minuten.
Es gilt als Musterbeispiel fur die Spielart des Content-Marketings, in der umfangreiche Themenplattformen aufgebaut werden, um aus dem daruber gewonnen Suchmaschinentraffic Leads zu konvertieren. Babyharmonie.de entwickle sich weiterhin positiv mit einem Wachstum bei den Besucherzahlen, der Fokus lage momentan aber bei neuen Projekten. Zum anderen habe er feststellen konnen, dass eine behutsame Kommerzialisierung des anfanglich kaum gebrandeten und auf Information fokussierten Auftritts dem Erfolg bisher nicht geschadet habe. Funf davon seien gemeinsam mit vier Kollegen auf Agenturseite fur die Content-Produktion zustandig.
So gehore zur Vorbereitung auch ein definierter Lead-Funnel, der jederzeit messbare Kennziffern bieten musse. Der vermeintliche Hype dieser Tage und das Modewort der 90er-Jahre geben ein erstaunlich gutes Paar ab. Das eroffnet Beratern die Moglichkeit, ihren Kunden ein inhaltlich konkretes Angebot zu machen. Ich kann Ihre Aussage: "Content-Marketing (wird) der Integrierten Kommunikation endlich zum Durchbruch zu verhelfen" im Ruckblick nur unterstreichen. The customer experience is and will increasingly be the key contributor to the value of your business and best-in-class content marketing fits in a broader customer experience approach. Mike’s keynote (see SlideShare below) was a feast for more experienced digital (content) marketers and touched many great content marketing areas such as working with topics instead of keywords, qualitative and quantitative content strategy, and a fully experience-driven content strategy. I would add: creating the conditions for great end-to-end customer experiences is your key goal for the road ahead.
An integrated approach has been heralded for years, taking into account the multi-channel behavior and increased ‘choice’ and ‘control’ of customers, among others. Unlike in the past, where we were focused on wrangling new mediums like social, most companies today are focused on refining efforts and improving performance. Beyond a centralized marketing calendar, it’s rare to see a centralized content plan that unites tactics and ensures proper promotion and engagement throughout each channel. What companies are still working through is unified tactical program planning and execution to guide and improve partner and internal team efforts. Content strategy is the art and science of planning, managing, and increasing the effectiveness of a brand’s content across all digital channels. It concentrates on the practice of using content to draw prospects into a brand’s conversion process, just as a paid advertisement would. I found a report and SlideShare presentation from a webinar where you and Gary Vaynerchuck discussed social media, micro-content and visual storytelling (Top 8 Social Media Trends for 2014). This helps you understand what is more likely to perform in each platform, then build the activity into your plans from there.
In my experience it’s forgotten, usually sitting in a removed department or connected with direct efforts apart from the day-to-day marketing conversation. It’s opt-in, so, in theory, the content is desired, and you know exactly whom you’re talking to, what they want, and when they want it. True audience segmentation leans heavily on current customer data, and few mediums contain the type of data content marketers crave related to performance and interest-based audience segmentation.
As many studies show, investment to return makes the channel inefficient in comparison to others. For the record, I believe strongly in offline’s ability to start the conversation and create interest. With silos, technology integration gaps, skill set deficiencies, etc., there are many impediments. This last part is essential, and, in most cases, your analytics platform needs some customization to make your metrics analysis fully usable.
Further, getting in the habit of auditing tactical programs and setting growth roadmaps against KPIs is critical.
Knowing what will move the needle most significantly first allows companies to apply funds where they are most needed. Don’t forget to outline processes here to promote integration around natural tactical groupings and programs. Polling, listening, recording, and understanding the voice of the customer is critical for content marketing. Per my comment, when we dig into client listening efforts, we see robust examination of sentiment-related activity.
In our agency, the process moves clients through creating a desired taxonomy, identifying non-branded topics that the brand can authentically engage and provide useful content, thought leadership, and branding around.
The intent of this shift is to understand the context of a query and serve content that best matches user needs, instead of listing pages that best target specific keywords. I love market disruption as much as the next, but respect methodical improvement and planned growth even more.
Ethologists work on client teams first, tactically, selflessly, moving the needle on business goals, by any means necessary. He's a digital marketing and business consultant with hands-on international experience, proven results and a 100% customer-centric view. Similar to breaking news, conferences are current, are mentioned in numerous articles and other types of online content, and tend to generate popular search trends. For your video marketing to be effective, you need more views and subscribers for your YouTube channel.
Right now, you are probably having a minor panic attack thinking about your limited marketing budget and the need to buy video equipment, hire professional videographers, and recruit top-level on-screen talent.
YouTube viewers are more likely to engage with content that’s authentic and doesn’t look like polished marketing or PR material. To make this happen, you’ll need to learn to piggyback on the social media efforts that will likely be orchestrated by the conference organizers. Lots of people will search on topics related to the events, and you can gain a share of the impressions and clicks.
You will have full coverage and create targeted content with relevant keywords that attract visitors to your site during the period when conference hype is at its highest point. After the note-taker returns and meets with the graphic designer, the two can break down the main points of a presentation into visually friendly chunks to create an infographic or slide show with minimal text. Choose three or four topics that stand out and track down the presenters connected with those topics. Schedule one webinar per week, and try to schedule each session on the same day of the week to stay consistent. Since you are actively promoting the speakers at their event, they likely will help promote your series. Since it will happen over a few weeks, a dedicated hashtag could have time to gain popularity and become a trend, allowing your series to be found by more people. Content creation is the way to dig deep for more, long-term value from the conference and to enhance your existing content marketing strategy. It’s hard enough to get approval for high-cost marketing expenditures like these, so why not add a few more ROI points? He works across a variety of industries and has a wide range of expertise, including content marketing, SEO, graphic design, social media, and strategy creation.
We do maybe 3 out of 5 of these currently – I feel as though the youtube channel is the toughest one for us.
I think Instagram is a valuable platform as well, but you’ve got to make sure your audience is there.
It is also important to leverage the lists you get at conferences and invite to future events in their area as wellas webinars as you point out.
I’m constantly trying to start the discussion of how generating editorial, video and photos from a conference is a ROI — and can drive content strategy for the next 12 months! Glad to see that you work for a forward thinking organization that understands all the other potential that exists within these types of efforts.
More brands, more breakouts, more hands-on labs, more networking (yes, it’s possible!) and more CONTENT! So opting to document your conference activity with images over text will garner more attention. If you and a small group of physicians have exclusive access to a new product, take a photo of you with the product, the vendor, and the doctors.
If you belong to an exclusive group of distinguished specialists (perhaps you pioneered a new way of doing things?), take a picture of you and the group members while you’re all together. If you’re a faculty speaker, record your presentation and have someone take photos of you on stage. If your inner circle of peers and colleagues includes well-known doctors or celebrities, take pictures and share them with your patients. This article briefly highlights key takeaways from the author’s three favorite presentations at Content Marketing World, 2015. Even if you don’t attend the presentation, make it a habit of reaching out to speakers after the conference to ask for annotations or PowerPoint slides- most will feel obliged. I prefer email interviews from journalists (like this one I did with the Cosmetic Surgery Times). Given your time constraints, asking 250 people (one at a time) to take your survey during the conference will never work. If you can develop a question that fits within the same theme of one of the speaker circuits, reach out to each speaker on that circuit and ask if they’ll plug your survey during their presentation. If you can find 10-15 people talking about their conference experience in a way that adds value to your patients, roundup one tweet from each attendee and embed it in your blog post. Or, if there’s enough Twitter activity, use tweets to pepper your “full-course” blog posts with a second opinion. The more influencers you have in your network (vendors, speakers, or peers), the greater potential reach for your content, and the more likely you’ll earn mentions, shares, and backlinks.
Shift your bias: Think of networking not as a disingenuous act of randomness or a laborious chore, but as an opportunity to grow, advance, and create possibilities for your future. Just say hi: The benefits of networking come long after your first interaction, especially regarding content marketing. Hieruber und uber die Essenzen der Vortrage der Content-Marketing-Conference 2014 berichtet er in seinem Ruckblick. Content-Marketing sehe er deshalb eigentlich als Story-Marketing, worin sich im Wesentlichen der Anspruch an den Content ausdrucken sollte. Anhand des Engagements habe sich feststellen lassen, dass rund elf Prozent aller, die sich solche Filme anschauen, auch Interesse an den Produkten haben. Den Mittelpunkt bildet ein gro?er Newsdesk mit Monitorwand, an dem sich abteilungsubergreifend alle Mitarbeiter, die an Themen und Inhalten arbeiten, zur taglichen Morgenrunde treffen. Bemerkenswertes Detail: Es gebe kein Content-Marketing-Budget, alle Ma?nahmen wurden uber die jeweiligen Abteilungskostenstellen finanziert, berichtete Dennehy auf Nachfrage eines Konferenzbesuchers. Das gelinge durch eine sorgfaltige Orchestrierung, in deren Zentrum bei interessegeleitetem Inhaltekonsum die Distribution stehe.
Es gehe darum, die komplette Customer-Journey mit jeweils passenden Inhalten transmedial zu begleiten, erklarte der Leiter des Content-Marketing-Instituts und wies darauf hin dass 70 Prozent des Kaufs schon abgeschlossen seien, wenn ein Interessent Kontakt aufnimmt. Die Plattform versammelt 40 Millionen Antworten auf zwolf Millionen Fragen aus allen Lebensbereichen und erhalt 90 Prozent ihres Traffics uber Suchmaschinen. Fur die Identifizierung geeigneter Ratgeberthemen habe man extra eine Trend-Engine programmiert, die den Datenbestand der Community analysiert und populare Fragebereiche aufspurt. Als Erfolgsbeispiele stellte Moll drei Projekte vor. Denn nicht alle Fahrzeugmodelle seien in allen Landern baugleich oder uberhaupt erhaltlich. Perspektivisch denke man uber eine Content-Auslieferung auch uber Retargeting nach, ein interessanter Ansatz. Umso gespannter war ich, was Ingo Hermann, Koordinator des Schwenninger Online-Marketings, an Neuigkeiten zu berichten hatte.
So habe man die Kundenzeitschrift „Perspektive“ als Online-Magazin ins Web gebracht und vermarkte unter bester-reiseschutz.de eine Reisezusatzversicherung. Dorfer, „Head of Channel Marketing“ der item industrietechnik, nicht wenige Zuhorer mit einer sehr grundlichen und systematischen Vorarbeit.
So empfahl Rico y Gomez zum Beispiel, den Lead-Funnel gemeinsam durch Marketing und Vertrieb erarbeiten und mit einer Dienstgutevereinbarung besiegeln zu lassen. Die bisher in der Diskussion straflich vernachlassigte Strategie wird dann vielleicht im nachsten Jahr das Rennen zur dritten Konigin machen – obwohl sie ja eher zur Konigin Mutter taugt.


Marketers in Unternehmen konnen ihren Vorgesetzten endlich ohne Ausdruckstanz erklaren, wohin die Reise geht. Wichtig ist in der Differenzierung der beiden Begriffe dabei der Paradigmenwechsel: Beim Content Marketing geht es um die Relevanz des Inhalts fur den Kunden. Why do you think it has taken and often still takes so long for businesses to integrate around the customer (experience and value) and brand’s proposition in a holistic way? While you’ll generally gain agreement on these topics, it’s perplexing that so many companies haven’t taken the necessary steps to implement an integrated ecosystem. In some ways, because digital is so measurable, marketers focus on moving metrics and living in spreadsheets and Google Analytics. For example: with a content marketing program, content strategy, creative, search, social, email, media, local, and analytics all have to work together to be as effective as possible. It’s grounded in understanding the user’s needs and business’ objectives, taking into account how those components affect the entire ecosystem.
A content marketing plan that is fueled by the knowledge of what the content strategy process uncovers will result in different content topic priorities, production priorities, and larger gains in meaningful results. I think Gary’s message that each platform represents a unique community with varying behaviors and content needs is an important concept to understand.
Being native and storytelling in this sense means becoming a true community member in each platform with authentic communication. I think the industry has realized that we’re talking to the same people across channels and that we can be more effective if we understand how people want to engage, and where and when they want to do so, on their terms. But again, the opportunity to build strong relationships through customization and building audience relationships should be the key motivator. Social signup from email, even segmented based on social network membership, can be an effective way to grow an audience. As I mentioned before, tactic-based budgetary planning, with tactic-generated projections, is where most companies are at today.
This may not always chase the new shiny object, but it will allow for goal achievement and increased funds down the road. Important for many reasons, especially on the reputation management side, this interest is typically prioritized highly. From here we do topically based keyword research and deep social listening to learn about the taxonomy’s nuances. This is a game changer for search and content practitioners alike, because it moves us to a point where the best, most relevant content should win in terms of visibility and traffic, which puts the emphasis on quality v. The good news is that, as technical adherence to search best practice is becoming easier than ever before, if we as marketers can concentrate our efforts on creating the best user experience possible, within the taxonomy our brands can authentically own, and promote that content properly in an integrated fashion, we’ll be rewarded by our users and Google alike. Don’t see it as a shiny new object, think about it as a tactic unifier that deserves the same kind of attention as your paid channels.
The industry, myself included, used this lingo to inspire content-related activities, but I think we’re beyond that now. Ethologists also mine every shred of data to better understand the end user, and improve execution thereafter.
J-P is active on the crossroads of marketing, management, customer service, publishing, digital technologies, psychology, media and IT since 1992.
Popular events like conferences and trade shows can help you boost your YouTube numbers because they allow you to easily target an audience with which you have something in common.
The only camera you need is the one on your smartphone, and the only on-screen talent you need is you as the narrator and attendees as the extras. In the meantime, I won’t quit my day job in case no one else catches my clearly superior acting abilities. Encourage them to follow you by talking directly to them, sharing their content, or crediting them in your posts.
Add the contact information to your CRM to maximize the value of the series by keeping in touch and turning some attendees into leads. Anthony has an MS in Marketing from the University of South Florida and is currently pursuing an MBA from Clemson University. Instagram and Vine tend to capture the attention of a different audience than YouTube, at least to some extent. If, however, you are able to obtain a list, it’s definitely important to have a follow up strategy.
Roger Parker, Founder of Published and Profitable, joined our recent #CMWorld Twitter chat. The point of the photo contest is to match the photo with the celebrity (more on this in a second). Also, your patients won’t read medical jargon, so clearly summarize presentations and highlight why the topic affects them specifically. You don’t have to be the life of the party to meet new people- you never know who’s sitting next to you. So listen to what they want, and show them how you can help them accomplish their goals while simultaneously achieving yours. Reach out to existing relationships and future connections before, during, and after the conference.
So seien selbst gut gemachte Unternehmensfilme zwar Content im Sinne verfilmter Botschaften, aber keine Stories. Zum Thema Glaubwurdigkeit gehore auch, dass sich in der Art und Aufbereitung der Inhalte die Unternehmenspersonlichkeit wiederspiegle. Auf den Monitoren lauft ein News-Dashboard mit Datenstromen von au?en, der aktuellen Themenubersicht uber alle Abteilungen und Kanale hinweg sowie Kennziffern der Kommunikation. Als reichweitenstarkes Tool zur gezielten Content-Distribution empfahl er naturlich Plistas Paid-Content-Distribution-Losung. Im Zentrum der Kommunikation solle ein Unternehmensblog mit Content stehen, „den nur Sie machen konnen“, so Klein, denn Expertise fuhre zur Wahrnehmung als Experte und Einblicke aus erster Hand schafften Vertrauen. Als Zustandiger fur das Sponsoring des FC Bayern sprach er uber eine spannende Dreiecksbeziehung von Sport-Sponsoring, Content-Marketing und Vertrieb. Insgesamt blieb bei diesem Vortrag aber das Gefuhl, funf Jahre zuruckversetzt worden zu sein. Unter ab-in-die-ausbildung.de habe man zudem ein Angebot speziell fur die junge Zielgruppe entwickelt.
Auf die Themenfindung (Ergonomie) folgten die Definition von Personas (zum Beispiel Ergonomie-Beauftragter) inklusive Vor-Ort-Interviews von Vertretern der Zielgruppen, die Ableitung der Kommunikationskanale (PR, Website, YouTube, Newsletter-Kampagnen) und die sehr zielgenaue Erstellung von Inhalten fur diese Kanale (Microsites, Pressemitteilungen, Video und Whitepaper).
Zur Vorqualifizierung von Leads regte er an, neben abgefragten Merkmalen auch weitere Aktivitaten der Nutzer auf der Website heranzuziehen. Die Antwort ist einfach und erklart ganz nebenbei, warum sich die Branche so schwer mit der Definition und klaren Abgrenzung von Content-Marketing tut. Voraussetzung ist jedoch, da? Content Marketing als ganzheitliches Konzept verstanden und nicht wie sein Vorlaufer "Integrierte Kommunikation" in einer diffusen Debatte um Methoden und Kanale untergeht. Dieses Kriterium war und ist bei der integrierten Kommunikation nicht (immer) unbedingt fester Bestandteil der Definition (gewesen). I believe the gap between the vision and implementation still exists because, not only is it hard work, it frankly requires a cultural shift. But one question remains: Once all companies have implemented according to best practice and reach an intermediate stage, what will differentiate digital programs in a crowded marketplace?
But it requires a centralized owner, who has a clear understanding of how to create and manage systems, which is not always so easy. However, what we typically find is that these groups are not structured to interact, making centralized planning beyond budgeting difficult to achieve.
For example, making a core content page more shareable may result in increased social activity, even more than a blog post. One can’t simply take the same post and blast it through Facebook, Twitter, Google+, Instagram, etc. Further, most content marketing plans are built to target new interest and drive new sales, rather than nurture existing customers.
Segmented personas are one thing, however, direct content can be delivered one-to-one to promote new business and grow customer relationships—a content marketer’s dream.
If there’s a publication with strong readership matching your demographics that can drive interest to conversion, why not invest? I see great success when clients tie their efforts across channels, understanding every channel’s strength and role, rather than pitting tactics against each other with a shortsighted ROI lens.
The point on the horizon that we like to work toward is ecosystem planning, balancing user and business needs with operational considerations and tactical integration. Opportunities should also cover ecosystem adjustments and rightsizing staffing and partner coverage as needed.
If you’re able to truly understand your customer, you can anticipate future needs and proactively meet them in the overall user experience, at every touch-point. This isn’t just meant for real-time content marketing (my favorite thought leader here being Taulbee Jackson at Raidious). Creating and managing company content and publishing content are likely two different activities with varying expectations and needs.
And make sure you keep your non-YouTube social media channels in mind when creating your video strategy. As long as you don’t come across as desperate or ignorant, your following will likely grow. Just make sure you clearly state your intentions so that they don’t ignore your request to connect. Webinars are great, and something as simple as adding the contacts to your newsletter can be effective as well.
Diese beinhalteten, wenn sie gut gemacht sind, Uberraschendes und Wendungen, um bis zum Schluss Spannung aufzubauen und zu erhalten. Die Notwendigkeit zur Investition in relevante Inhalte begrundete Dennehy mit der markanten Aussage „Keine Sau wartet auf Corporate-Content“. Ein kleineres Content-Team ist dafur zustandig, Fokusthemen aus einer Fulle von etwa 500 Themen rund um die vielfaltigen Produkte und Markte zu definieren.
Sie erlaube innerhalb eines tausende Premium-Publisher umfassenden Netzwerks mit 41 Millionen Unique Usern das Lenken von Leseraufmerksamkeit auf externe Inhalte. Um die Websiteabrufe uber mobile Endgerate zu berucksichtigen, riet er dazu, die Inhalte „snackable“ zu machen – immerhin lage deren Anteil mittlerweile schon bei rund 60 Prozent. Zielsetzung: uber eine gute Story eine Brucke zu bauen vom Slogan „Bank der Bayern“ zu den Konsumenten. Zu wenig dessen, was Content-Marketing heute ausmacht, fand in dem Projekt schon Umsetzung. Mittlerweile wurden schon 15 bis 20 Prozent des Marketingbudgets in Content-Marketing-Aktivitaten investiert. Durch die Moglichkeit, Musterpakete ergonomischer Arbeitsplatzsysteme anzufordern, sei zudem der Call to Action hochwertig verstarkt worden, so Dorfer. And, when speaking about cultural changes, teams must learn to unite around integrated efforts, identifying ways to assist related tactical executions to achieve common outcomes. Or, understanding where a brand lacks overall content coverage against its desired taxonomy may inform what tomorrow’s blog post should be about. That’s really a shame, because, as marketers, email and SMS are one of the few channels where users have voluntarily subscribed to receive communication, and where personalization and customization measurably improve user experience, company loyalty, and the bottom line simultaneously. There are a few Slideshare presentations I’ve published on the topic that run through a process I like to employ. This includes content and visual components and should be thought about as a constant evolution v. Once all opportunities are outlined, they should be prioritized and fleshed out for planning and budgeting.
Creating content without an integrated Voice of the Customer plan or truly listening is a sign of the company-centric attitude many still have.
Attributes of truly customer-centric companies include a deep understanding of customers on and offline, through data and interaction. It’s meant to drive and inform true topic-level understanding to impact the performance of user experience and content efforts on an enterprise level.
You don’t have to have an experienced video production staff to create engaging video content.
It’s also critical that you collaborate with your business development team to ensure that they are following up. Content-Marketern empfahl er, in Bezug auf die Inhaltsqualitat „violently consequent“ zu sein und kontinuierlich zu messen, zu beobachten und dazu zu lernen.
Aus PR-Sicht will ich erganzen, dass diese Losung auch fur Agenda-Setting und Krisenkommunikation interessant sein kann. Vier Ratgeber zum Wohnen-Special seien sowohl fur das Team, als auch fur die Community zu viel gewesen. Um diese sinnvoll zu koordinieren gebe es mittlerweile eine zentrale Planungsmatrix auf Excel-Basis.
In einer als Beispiel vorgestellten Kampagne seien 120 solcher Anforderungen gewonnen worden, und zwar in hoher Qualitat. Ein Shortcut zur Leadgenerierung sei – verbunden mit den Vorteilen geringer Setup-Kosten und guter Skalierbarkeit – eine bezahlte Prasenz in B2B-Portalen. Man ging halt einfach davon aus, dass der potentielle Kunde irgendwie standig im Kaufmodus unterwegs war.
Typically these companies have a focus on customer service, and the positive result is usually seen in sentiment analysis online.
Zum anderen lasst man die gro?e Community regelma?ig das beliebteste Produkt einer ausgewahlten Kategorie wahlen, kommuniziert das Ergebnis uber klassische PR und spannt vor allem auch die Gewinner in die Kommunikationsarbeit mit ein. Im B2B-Bereich habe sich das Seeding uber Fachzeitschriften-Newsletter und Sponsored-Posts am besten bewahrt.
In einem weiteren Fall seien 110 Anfragen in Portugal erzielt worden, wo man hauptsachlich uber Newsletteranzeigen geworben habe. Nordstrom is my absolute favorite, and you can feel their focus in everything they do online.
Und die Einfuhrung von Content- und Inbound-Marketing erlebe er bei seinen Kunden als massiven Change-Prozess, der uber zwei bis zweieinhalb Jahre andauere. Diesen Paradigmenwechsel durch alle Abteilungen bis zum Vertrieb zu verstehen und durchzusetzen, ist wahrscheinlich eine der Hauptaufgaben der "Konigin Mutter Strategie".
Dieser Erfahrungswert stimmt mit dem Bericht von Tobias Dennehy uberein und erscheint auch plausibel, wenn man sich bewusst macht, was eine Auflosung tradierter Abgrenzungen von Arbeitsbereichen fur die Betroffenen bedeutet.
Deswegen ist es schlau und notwendig, die verschiedenen Marketing-Disziplinen rund um die Inhalte auszurichten und daruber zu integrieren. And don’t forget to audit your staffing and partner delivery ecosystem to gain the most efficiency possible – this also includes tools and technology. Kurzfristig konnte Content-Marketing also eine integrierende Rolle im Zentrum der Kommunikation einnehmen. Mittelfristig wird es aber in der Integrierten Kommunikation, die es zwingend fordert, aufgehen und sich dort kunftig nur noch als Bewusstsein pro relevanter Inhalte ausdrucken.



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