The Warc Blog

The Warc Blog

How to be an Effective Content Marketer
 
Ed Pank, Managing Director, Warc Asia Pacific
 
Ed Pank

Fresh off the back of a sell-out event in Sydney in March, Warc will next week be co-hosting, with its partners King Content and Trinity P3, another seminar on How to be an Effective Content Marketer. This time we'll be in Melbourne.

Research conducted by the Content Marketing Institute reveals that, while the vast majority of marketers are using content marketing, the majority don't yet have a formal content strategy and as such they don't rate their content marketing strategies as particularly effective. With this in mind, we decided to put on a half day seminar with the intention to provide some tangible tips and advice on how to pull together an effective content marketing strategy.

The event in Melbourne will kick off with a deep dive into some of the highlights of Warc's Content Revolution Trends Report and some of Warc's other best practice on content marketing from around the world. The presentation is anchored around six approaches that marketers can take when formulating a content marketing strategy and is brought to life by some unique case studies, ranging from GE to Danish fashion label, ONLY.

There are three broad strategies that content-led brands tend to follow and these make up the first three points: campaign-led, social-led and customer-led. The three are not mutually exclusive, and one can easily dovetail with another.

  1. Firstly, I will show an example of a campaign-led strategy. This replaces advertising ideas with broader content ideas.
  2. Next I will reveal a social-led strategy, which focuses on a drip-feed of content that can be pushed through social media.
  3. Thirdly, I will share various examples of how you can be customer-led and align your content strategy to the path to purchase.
  4. There is no point in having a content strategy if your consumers can't find out. What are some tips to how to make your content discoverable?
  5. Success requires long-term thinking. What are some of the ways to scale your content?
  6. Consumers trust push advertising less and less. How can your content marketing adopt a pull approach?

The event will also consist of some other key note presentations from Darren Woolley from TrinityP3 on "Managing Content Marketing for Social Outcomes" and from Todd Wheatland from King Content on "Content Marketing as a cultural shift: Developing an effective organization approach".

This will be interspersed by a panel discussion on "How to overcome the challenges of Content Marketing."

Here you can view some of the key takeaways from the panel in Sydney on what it takes to deliver an effective content marketing strategy.

We have another expert panel lined-up for Melbourne and we're looking forward to hearing their valuable tips and insights.

Tickets for the next event are selling out fast, but if you're in that part of the world and would like to come you can register here. The event is taking place in the afternoon of Friday 23rd May. I hope to see you there.



Subjects: Marketing, Digital

13 May 2014 09:29
 

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