This post is by Anton Buchner, a senior consultant with TrinityP3. Anton is a lateral and innovative thinker with a passion for refocusing business teams and strategies; creating visionary, data driven communication plans; and making sense of a more complex digital marketing environment.
TrinityP3, in conjunction with Warc and King Content ran a half day seminar on "How to be an effective content marketer". It was a thought-provoking afternoon attended by over 230 marketers. The proceeds ($6,000) were donated to the Charlie Teo Brain Cancer Research Trust.
Ed Pank, Managing Director, Warc Asia Pacific, set the scene with a summary of the content marketing landscape.
For me, this was the killer statistic that made everyone sit up and take notice:
Ed focused his discussion on 6 key areas:
He presented some great examples including:
Oreo's "Daily Twist" campaign
Pfizer fighting back against counterfeit Viagra
JetBlue's online game show, "Get Away With It", where real contestants could appear on set by Skyping in from their home.
Denmark's youth denim fashion
And an interesting interactive story and ecommerce platform for Denmark's youth denim fashion brand ONLY.
I was lucky enough to be part of an expert online Q&A panel which covered some critical insights into the world of content marketing.
Other panelists included:
Some of the key insights and discussion areas centred around:
Darren Woolley took participants through the penultimate presentation outlining several key considerations and questions for success:
Darren also recommended a good read about the collapse of the current media ecosystem, Z.E.R.O.: Zero Paid Media as the New Marketing Model by Joseph Jaffe, Maarten Albarda.
Todd Wheatland ended the day with his summation of the cultural shift and committed philosophy required for content marketing.
My favourite quote:
"Our job as content marketers is to create internal rock stars."
I love the passion and emotion he evoked with this thought, rather than getting bogged down in procedures and politics.
As Todd says, Content Marketing needs champions throughout an organisation.