If you are looking to enhance your content marketing strategy, check out the key takeaways from the recently concluded Content Marketing World 2018.
The annual event for content marketers included experts, professionals, influencers and innovators in the space converging to discuss trends, share strategies and present insights and ideas. Top takeaways included:
- Curiosity Gaps: Content marketers must earn the attention of their audiences. To do that, they must create curiosity gaps to increase engagement through irresistible content that leverages the reader’s curiosity.
- Writers and Editors: There is currently a huge emphasis on hiring great writers and great editors. Companies don’t necessarily need more content—they need great content, and that comes with an investment in professional writers and editors.
- Business Asset: It’s time for marketers to look at content marketing as a business asset. They need to show a return on investment of the activities performed across multiple marketing platforms.
- Peak Moment, End Moment. There are two moments consumers remember, the peak moment and the end moment. Brands need to be more provocative, original, personal, playful and surprising to create firecracker content that pops.
- Create Tension: To keep the audience interested and engaged, marketers must build up tension in their content and then provide a reveal at the end.
- Dangers of Best Practices: While best practices can serve as guides for the business, constantly hopping from one best practice to another to get incremental improvement can be detrimental to marketing efforts. A better solution is to creatively ask new questions about the situation the company finds itself in.
- Attention vs. Results: Many marketers are talking too much about attention metrics versus results metrics. Marketers have an image problem; they are making themselves irrelevant to sales, the C-suite and the bean counters, leading them to be perceived as the “arts and crafts party planners in the make it pretty department.”
- Vaulted Content: Marketers should consider creating content that is vaulted for its sales team—content that is behind a secure hub that salespeople must log into to get access.
To review more of the 41 takeaways, click here.