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To go with our new site, we've created an even more comprehensive content marketing resource: our Content Marketing eBook which can (and should!) be downloaded here.
On Tuesday 20th November we attended the first Content Marketing Show in London, a new offshoot of BrightonSEO. As you can probably guess, it was a day dedicated to content marketing in all shapes and sizes, with a diverse line-up of speakers giving insight into how to source, create and promote your business using content.
We decided that instead of the usual conference round-up post, we would compile the best advice from the day into a complete guide to content marketing. We've also added our own insight based on our experiences at Silicon Beach as well advice from top industry experts. Hopefully this will serve as a one-stop resource to learn about content marketing - but don't forget that we do run regular content marketing workshops in Brighton! We also touch on content marketing from an SEO perspective on our SEO courses if you want to learn more about how content works as part of a wider marketing strategy.
We've picked our top 16 points, but if you feel we've missed anything then please let us know in the comments or tweet us @sbttraining and we'll be happy to add it in.
TL;DR - Tell Stories, Draw an Emotional Response, Everyone is Influential, Be Bold, Be Different, Be Nice, Know your Audience, Know yourself, Use the Tools at your Disposal, Use Data to Drive Content, Perfect your Briefs, Pitch it Right, Content Flows, and finally If in Doubt, Steal from the Experts.
Well there has been a lot of fuss about Abs Man, Hunky Guy Old Spice man, and I can understand why. It has caused such a stir that I wrote about it earlier today. But wait there's more to this viral campaign that meets the eye.
In just a few short weeks the campaign can claim
- Nearly 90,000 followers on Twitter, including a host of celebrities.
- 100 million views and 100,000 subscribers on YouTube
- 666,000 fans on Facebook
So it's a great success yes? Well yes if your goal is to increase brand awareness, to put yourselves on the Facebook Map or become king of the twittersphere. But what about sales? What if your goal is to increase sales? What about your ROI? These questions arrived in our comment box soon after posting - thanks Nicholas Butler for making me think and have to write a follow up!
Today, news breaks that Old Spice sales have dropped 7% since the campaign started and critics are out in force talking about how viral marketing doesn't equate to sales.
So before you invest in a massive marketing campaign you or your agency should be asking what your end goals are. The fact is, the highest ROI campaigns may not use Twitter, Facebook or hunky guys. It is important to have clear goals in order before you start a campaign. If the Old Spice wanted a campaign to increase the online buzz increase brand awareness, gain thousands of fans, build a network of advocates and reach a new audience with its product, while being brilliantly entertaining, then the campaign was an overwhelming success. If the goal was to increase sales then the campaign failed.
It would be interesting to know if sales would increase if the product itself were sexy Food for thought.