Top Ten Takeaways
Recently, I attended the Digital Summit in Phoenix – a two-day conference where digital marketing thought leaders converge to share their insights about this ever-changing industry. Day one, I attended the 4-hour Content Marketing Strategies & Implementation workshop presented by Arnie Kuenn, CEO at Vertical Measures. Day two was jam-packed with information from speakers who addressed topics such as User Experience Design, Real Time Marketing, Journey Mapping and more. I gained a lot of valuable tips and information in a short amount of time. Here are my top ten takeaways:
- Companies that blog 15 or more times per month get 5 times more traffic than companies that don’t blog.
- The most effective content marketers have a documented content marketing strategy, such as a content marketing calendar.
- 93% of all consumers use search prior to making a purchase, and 90% of buyers click on organic links versus sponsored ads.
- When building content, ask yourself these questions: why are you creating content?; who is your audience?; what tone or voice should you use?; where will it be published?; and what are you going to measure to gauge success?
- Buyers are searching for info that helps them make an informed decision. Businesses that provide that information will win.
- Know your keywords: research these online, ask your staff what questions they get from customers and ask your customers what information they’re seeking.
- Create a downloadable document to serve as the “hub” and build out other pieces of content from it.
- Journey mapping is essential in order to understand the context of the user before you build the solution.
- Videos that make the viewer care (induce emotion) are more likely to be shared.
- Real time marketing will continue to grow as connected devices increase.
As you see, there was a wealth of valuable information shared. I encourage you to break free from your routine, get out of the office and find a conference to help keep you on top of the latest strategies in marketing. When you return, be sure to share those thoughts and ideas with your coworkers and pick one or two new tactics to implement. It will keep you and your company fresh.
Photo of Rebekah Cancino, Director of Content Strategy at Sitewire, speaking at the Digital Summit.