Dmexco: the four trends that are 'turning visions into reality', Matt Champion (below, right), media services director at mobile agency Fetch, runs through the big trends at this year's Dmexco digital media convention in Cologne.
The ultimate goal of our content marketing efforts is to "move" our audience in some way by offering epic content. Brands do enough talking about themselves. Instead, they need to tell more stories...
Epic content fills a need: Your content should address some unmet need or answer a question your customers have. It needs to be useful to them in some way — above and beyond what you offer in the way of products and/or services. In some cases, it may fill an emotional need (like Coca-Cola’s content and Red Bull’s storytelling efforts aim to do).
It communicates consistently: The primary hallmark of a successful publisher is consistency, both in terms of quality and delivery. Epic content reliably delivers on the promises your brand makes. Whether you are asking your audience to subscribe to a monthly magazine or daily email newsletter, you must ensure that they receive what they signed up for and that it always arrives on time and as expected. This is where so many companies fall down.
It requires you to find your unique, and human, voice: The benefits of not being a journalistic entity is that you have nothing to hold you back from being… well… you. Find what your voice is and share it. If your company’s story is all about humor, share that. If it’s a bit sarcastic, that’s okay too.
It expresses a point of view: This is not encyclopedia content. You are not giving a history report. Don’t be afraid to take sides on matters that can position you and your company as an expert. Chipotle’s runaway viral hit The Scarecrow clearly has a point of view — that locally sourced and responsibly produced food is, well, superior to how most food is processed today. Don’t be afraid to take stances like this.
It is devoid of “sales speak”: At Content Marketing Institute, when we create a piece of content that is about us vs. an educational post, it only garners 25 percent of the average page views and social shares our content normally drives. The more you talk about yourself, the less people will share and spread your story. It’s that simple.
It’s recognized as the best of its breed: Though you might not be able to achieve this at the very beginning, the ultimate goal for your content is to be considered the best in its class. I know it may sound overly simplified, but if you expect your customers to spend time with your content, you must deliver amazing value to them, and nothing less.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.