A few Fridays ago, we left the warmth of the BritWeb office and made the journey up to London for the Content Marketing Show. While “You must do content marketing!” seemed to be the main theme at the previous conference, this one focussed more on the planning of content creation and the need for strategy.
We must escape the filter bubble!
In Hannah Smith’s wonderfully-titled talk – Throwing Shit Against The Wall and Analysing What Sticks – she spoke about how content is consumed online – and how it is changing. The content that we see has made its way to us though a number of filters. For example, the new Gmail layout sends every email with an unsubscribe link (i.e. your monthly newsletter) to the Promotions’ tab. Facebook also hides content that it thinks we don’t want to see. Unless someone interacts with your Page, your posts will disappear from their news feed.
So what does this mean? Just because someone has given their permission to see your content, doesn’t mean they will. We need to produce content that people will love and share in order to escape the filter bubble.
Know what your audience likes
Quite a few speakers talked about audience personas and the importance of knowing what your target market loves. Hannah gave the excellent example of Red Bull. As we all know, Red Bull sell soft drinks. However, look at their website and you’ll see it’s all about extreme sports.
Red Bull know their target audience would rather read about snowboarding than beverages so produce content accordingly. Do you know what your audience are into? If you don’t, find out then create something awesome that ticks all the boxes.
Keep it simple
Another reoccurring topic was the need for simplicity. Lauren Pope from Brilliant Noise delivered a very informative talk about the importance of strategy. Her formula for content creation separated the process into six elements, each addressing a lot of common issues that projects run into.
- Purpose – the overarching reason why your content exists. Purpose applies to every piece of content, not just specific campaigns.
- Principles – the fundamental propositions that form the foundations of your content.
- Platforms – the places where and tools with which you create, publish and amplify your content.
- Processes – the series of actions that you need to complete to create your content.
- People – the people involved in the content process and the way they are organised in relation to it.
- Performance – the benchmarks for success and the ways in which you measure the impact of your content.
While Lauren’s answer to complicated content creation was strategy, Jon Norris chose a different path. Ditching complex online tools that didn’t work together, his team invested in a humble whiteboard instead.
Although we won’t be ditching our online tools just yet, the latest addition to the BritWeb office should help things run smoothly…
* Bonus Content *
Here are a few snippets from some of the other talks that stood out…
- Simon Banoub from OptaJoe – we follow people on Twitter because they are interesting, helpful or have information we don’t have access to. Don’t forget that when you’re tweeting.
- Sarah Howard from Red Rocket Media – long-form content reflects the expertise of the brand and forms a bond with reader.
- Kieran Flanagan from Hubspot – if you spend 10 hours creating content, you should spend 10 hours promoting it.
- Sam Orams from Bespoke Banter – news is the easiest way to get your content on TV. The essential ingredients are an incredible common interest story, celebrity involvement or an anticipated announcement.