My Top Five Takeaways from Content Marketing World that Managed Service Providers (MSPs) can Implement Today!

Oct 2015
21

My Top Five Takeaways from Content Marketing World that Managed Service Providers (MSPs) can Implement Today!

 

Content Marketing WorldFor anyone that works in a marketing role at an MSP or Cloud Backup Solution Provider, attending the Content Marketing World Annual Conference is one event you don’t want to miss. Content Marketing World is the largest content marketing event that is held annually in Cleveland, OH typically from September 8th – 11th. The conference was attended by 3500 marketers from different industries hearing the latest tips and tricks showcased by some top celebrities (well marketing celebrities) such as, Anne Handley, Jay Baer and Robert Rose.

Throughout this three day event, I took in some great workshops which gave me insights and tools that I was able to apply and incorporate into our marketing programs which you can use in your organization as well. Here are my top five takeaways from this event:

1. Repurpose content; don’t create more – Marketers are fighting to get more attention with their audience; but creating more content isn’t always the answer. 70% of B2B marketers are producing more content in 2015 vs 2014*. Identify the content that resides best with your readers and use this existing content to create new pieces explains Amy Higgins, Senior Manager of Social Media at Zendesk. New pieces can include infographics, blogs, whitepapers and ebooks. Finally look at the content that is underperforming and determine if it requires a fresh look or re-write. If the content isn’t worth saving, get rid of it!

2. Tell a story which is Bigger, Bolder and Braver – “The biggest missed opportunity in content is playing it safe” says Anne Handley, chief content officer at Marketing Professionals. Companies need to start telling compelling stories and think outside of the box when delivering their message. The traditional approach to writing isn’t going to stand out to any prospects but by taking risks; you’re more likely to have better engagement. Asigra recently took this concept to heart by creating the Bacon Guide. The bacon guide provided information about the history of bacon, the different types of bacon cuts and included some great recipes. Why did we create this guide? Why Not! We all love bacon and it was a great piece that gave Asigra some additional brand awareness while we gave back to the IT professionals in our community – a useful utility piece of content.

3. Give Credit where Credit is due – in Scott Stratten’s presentation Unethical: the Biggest threat to Content Marketing, Scott spoke about how the internet has made it more competitive and why it’s become more aggressive to get the attention of the audience first. But how we go about getting that attention can come at a cost. Using content or stats from industry experts can help support your message, but not giving credit to the original online source is just as bad as plagiarism. If you use an image or site pieces of content just make sure you name the source and include a link.

4. Content Auditing – Why it needs to be done! When was the last time you did an internal content audit of your marketing material? Have you ever wondered how much content you really have? Mickey Mencin, Director of Corporate Communications of Hyland spoke about the steps that they used when conducting an internal audit. She identified some best practices such as the KUT approach (Keep, Update, Trash) and why every organization needs to incorporate this as part of their strategy. She did stress that this can be a tedious process and warns that content that’s no longer relevant or applicable to your organization can actually keep your prospects away.

5. Cool Software Tools that can help with your ROI – Finally Ian Cleary, CEO/Founder, RazorSocial showcased some great tools that every marketer can use. Here are some of my favorites:

  • Google Tag Manager – Tags are website codes that let you measure traffic and helps you understand the impact of online advertising through social channels to improve your site. This tool allows you to update tags on your website and mobile apps. It also has a built in tag preview mode, automatic error-checking which prevents publication if tags aren’t properly formatted allowing your webmasters to focus on other important tasks.
  • Grammarly - We’ve all done it but now there’s a site which will help take away the embarrassing moments when someone catches a spelling mistake or grammar error. And it’s free!

 

I would love to hear what your thoughts are about some of the tools and helpful hints that I’ve provided. Do you have any additional tools you would like to share? Let me know your thoughts.

*B2B Content Marketing 2015: Benchmarks, Budgets and Trends – North America (by CMI + Marketing Profs)

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