This week’s techmap event was all about content marketing, or more specifically, overcoming content shock.
We started off by introducing the core idea of content shock and then addressing some strategies for how to overcome it. And boy did we cover the topic in style. Our three guest speakers were content strategist Emily Turner, agency creative director Doug Kessler and Gareth Case, the global marketing director for a tech company.
Emily looked at the topic from the perspective of a strategy first approach and the changing shape of the modern marketer. Doug addressed what makes great creative content and, Gareth used his own experiences with technology for delivering content success at Xchanging.
There were plenty of key takeaways and you can read Lauren from Klaxon’s post here for a solid write up. For me the two takeaways that really stood out were:
1. Content marketing is the new norm. Get better at it and overcome content shock.
Just as the Fosbury flop was once new and revolutionary for high jumpers, and the provider of huge advantage, content marketing is no longer a differentiating tactic. Instead it is widely adopted. This doesn’t mean you have to find a new tactic. You just have to get much better at content marketing. This requires good creative, built using your head and your heart and distributed well.
Gareth Case’s example of using a new content platform called turtle demonstrated how a different approach to the creative and distribution has had a large up tick in measurable ROI.
Doug Kessler described the approach of creating home run content and related this to his experience of generating buzz for his agency Velocity:
2.Marketers need to grow their skills or be left behind.
The worlds of marketing, advertising and PR are in a state of evolution, driven on by new technology. This is not a new phenomenon, just some of us have been quicker at adapting to the new norm.
Content marketing bridges all three disciplines (paid, owned and earned) and requires a varied knowledge base to deliver. Emily Turner’s diagram shows how she has developed a wide-ranging knowledge base that enables her to deliver effective content marketing solutions:
We all need to “up-skill” to make sure we overcome content shock.
Thank you again to Emily, Doug and Gareth for joining us for a hugely interesting discussion on effective content marketing. You can see Emily and Doug’s slides here too:
For those uninitiated with techmap, it’s our monthly event series where we look at the applications of technology for driving marketing, advertising and PR performance. You can read all about it on our blog here.