We all know that with all of the available content out there, it’s hard to differentiate your message from the next. Consumers nowadays have shorter time spans and with content clutter, it makes it difficult to create compelling content that people notice. More often, you get lost in the crowd of content overload, and your hard work isn’t rewarded with the attention it deserves.
At the Content Marketing World event last week in Ohio, lots of tips and tricks (and chocolate covered espresso beans!) were shared on how to make your company more relatable and how to make your content more digestible. But where do you start?
Aside from his love of the color orange, content marketing guru Joe Pulizzi advised that it all begins with a strategy. Effective content marketers write their strategy down to provide direction, and they are able to execute more efficiently with clear goals and plan in front of them.
While writing down strategy is definitely effective, you also have to make sure that your strategy is centered around relevant content for the relevant audience. One of my favorite speakers at the event, best-selling author Andrew Davis, told us about the four key elements to producing powerful content:
The content you create must produce a moment of inspiration for the consumer; it must entice them to do something, say something, create something, think something, etc. He showed a powerful example of empowering an audience through content with a video about Cain’s arcade. Check out the video clip below and see for yourself!
What struck me the most throughout the conference is that the purpose of creating content is so much more than developing brand recognition or driving lead conversion; it is about sharing your story and creating a movement much bigger than yourself. Great content is equivalent to storytelling. When marketers tell stories, they have the opportunity to make people listen and care. When people listen and care, they are more likely to act. One of the most memorable quotes from the conference came from Shane Snow in his session on storytelling. He reminded us all that “those who tell stories don’t just rule the world, but they can change it.” A central theme at CMW was the emphasis on just how much power content marketers actually have- and just how little we have actually tapped into this power!http://www.newbalanceoutlet.cc joes new balance
Keynote speaker and actor Kevin Spacey wrapped up the event by re-emphasizing the importance of storytelling. He noted that people want to hear our stories, and all we have to do is give it to them. If we know our audience, we can create relevant and compelling content that will motivate and inspire them. Kevin noted that people are attracted to honest and relatable stories, and can often sense when a company is producing content for the sake of producing content. The three elements that he recommended we all begin with are creating conflict in our stories, being honest, and learning more about our audience. Easy enough, right? But how do we learn more about our audience?
Letting Content Guide Your Buyer’s Journey
SnapApp’s CEO Seth Lieberman and SilkRoad’s Director of Digital Marketing John Westby spoke on the concept of creating dialogues with your audience, and the importance of creating two-way communication in the marketing world. Their talk, “Make Your Buyers Journey Smooth as Silk By Building Interactive Customer Dialogues and Experiences”, gave a closer look as to how SilkRoad is successfully using interactive content to deliver more value to their customers at each stage of the buyer’s journey.
They emphasized how the number one job of a marketer is to deliver value to your audience, and interactivity allows your audience to easily digest and find value in the content you create. By breaking down your lengthy content into bite size pieces, like assessments, personality quizzes, surveys, or interactive whitepapers, you are able to provide valuable information to your audience- and at the same time get some value back! Give your audience the chance to provide information about themselves, and you will be able to provide content that is more relevant and compelling for them.
Moral of the conference: The future of content marketing is mastering the art of storytelling!
The SnapApp platform can help you begin your journey as a storyteller by creating a dialogue with your audience. Want to learn more about how interactive content can help learn more about your audience?