Demand Success: Content Marketing Isn’t Rocket Science
Demand Success 2014 features several new speakers who will share tips, tricks and tactics that prove content marketing isn’t rocket science.
Ann Handley, MarketingProfs CCO and co-author of Content Rules, will offer advice about how to develop and write content that flies to the moon. She also will provide a glimpse into her new book to be released August 1.
SHIFT Communications Vice President Christopher Penn, HootSuite Communications Manager Sandy Pell and Twitter Senior Account Executive Sebastian Turner have also joined the Demand Success speaking lineup and will discuss genres outside of content marketing.
Chris will help attendees nurture prospects and customers, build smart lead paths and deliver maximum ROI through technology. Sandy will focus on marketers achieving social media and word of mouth successes using automation tools. Sebastian will use case studies to explain how businesses can leverage Twitter.
Content marketing isn’t a new term, but it’s often thought to refer to things like blog posts, white papers and email copy. Those elements play a role in content marketing, but they aren’t the only pieces. Content includes images, video and interactive, too.
The rise in other forms of content has to do with both advancing technology and audience demands. In a space filled with information and limited attention spans, visuals cut through it. They capture attention and often motivate action.
Advances in technology have also paved the way for more sophisticated content. Six-second videos are the rage now, but they were unheard of a few years ago. Embedding video into a web page or social network is a similar story. As technology advances, more active and interactive content can be created, published and shared in ever-easier ways.
That doesn’t mean some of the old standards for content don’t apply. Ann’s first book, Content Rules, remains a relevant guide for businesses and marketers. The primary aim of the book is to encourage storytelling and to teach the skills necessary to being a good storyteller.
For instance, the book provides insight into how to identify an audience, which remains a crucial component of any marketing campaign. The book also instructs readers in how to develop a distinct point of view and voice and how to construct a narrative that excites and engages.
None of those principles have gone extinct with the rise of visuals, video and interactive. Businesses still have to define and find their audience. They have to speak in a human voice that distinguishes them from their competitors. They need to offer information from their point of view rather than stick with safe, industry jargon. They must excite and engage their audience if they hope to drive sales or other actions.
If you want to take your content marketing to the next level, remember that new content doesn’t necessarily mean new principles. Use the old principles. Combine them with new types of content and – voila! – you have content marketing that isn’t rocket science but is relevant and of interest to your audience.
Image: GeekGiant (Creative Commons)
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