Content Marketing Show: Key Takeaways

July 17, 2014

Content Marketing Show: Key Takeaways

Today we are at the Content Marketing Show in London. Our very own Digital Consultant Charlie will be taking to the stage later this afternoon to share his knowledge, but before then we will be blogging the key takeaways from the sessions…

Hannah Warder is blogging here first, followed by Alex Johnson, Katie Bennett, and Daniel Bianchini.


Can a brand ever truly be social – Stephen Waddington

Brands want to join the social media party. They try and adopt different personalities to “fit in” to the party:

  • Nice, but dim (Brands trying to associate themselves with unrelated events such as World Cup or Mother’s Day)
  • Nutters (Those who might associate themselves with serious topic and trying to make it a joke)
  • Automation (Big risk as the conversations do not flow)

Therefore it’s a good idea to improve the content that you share on the internet, including when working with your clients.

Social media is intrinsically human, so automate with extreme care.


How to use data for your content strategy – Jojo

Most data is already available (and free) so use it to tell your story. Tools to use for data include:

  • Facebook Insights
  • Google Analytics
  • Google Trends

It is important to present data in an interesting way. Try using these tools:

  • Gephi (can show network analysis)
  • CartoDB (mapping analysis)

Content marketing yearbook 2014 – Fergus Parker

Effective content marketing is not simple – it’s complicated! Success isn’t a straight journey as there are lessons to learn on the way.

£4 billion is spent on content marketing in the UK. There is £2.1 billion currently being used ineffectively.

Focus on 7 things to improve:

  • Inspire
  • Educate
  • Emotion
  • Belief
  • Meaning and purpose
  • Relevant
  • Authentic

Produce content for people who already have an audience. And make sure you know what they want.

Create an inbound marketing strategy in a boring industry – Jasper Martens

Look at the purchase decision funnel when creating content. Content can be done before the purchase, when people are a customer, and as a retention tool.

Create relevant content by answering questions that consumers have. It is important to be consistent and invest. Big ideas may have risk, but could also have big results.

Great content is shared, so be prepared and make sure the piece is hosted somewhere that can handle a lot of traffic in a small amount of time.

Data can be used to create interesting content that can be used by news services to support their reports. This can increase your visibility.


Alex Johnson taking over now, ready for the second session of the day at the Content Marketing Show. You can catch me on twitter @alex_cestrian

Why do we share stuff? – Emma Dunn (Caliber)

  • Social Currency – stuff that makes them look cool/smart/in the know
  • Usefulness
  • When things are unexpected/surprising
  • Emotional triggers – amusement, anger, surprise
  • Stories – people love to share a good story, tap into emotional identity

What can being a poker player teach me about content marketing?  – Andrew Tipp

  1. Data – Be thoughtful, analytical- data can tell a story
  2. Everything should begin and end with data (don’t be a content marketing cowboy!)
  3. Tells – Look for insight and clues to make decisions from incomplete information
  4. Expectation – Make content decisions with a positive expectation value – look at the long term goals
  5. 18-24 month strategies work well in looking at long term value
  6. Research your opponents – Analyse what they are doing better than you!! What is their strategy/how are they gaining coverage?
  7. Strategy – Be flexible in your strategy – different strategies for different campaigns
  8. Winning – Is it all about the big win? – its all about picking up the small incremental win – most wins should be from the ‘bread and butter content’
  9. Losing – Avoiding big losses is as good as creating big wins – test to make sure you’re not losing out
  10. Folding – Know when to hold ’em and know when to fold ’em – don’t persist with content concepts that aren’t winning!

How a journalistic approach and a magazine mindset improves brand content – Steve Masters

  • The journalist mindset is all about finding a good story
  • The magazine mindset is about variety
  • Interviews improve storytelling – quotes bring passion, kudos and weight
  • Ask experts to give you quotes and include references and also contradictions
  • Conversation is key – interviews are not an inquisition
  • Listen for soundbites – they won’t come ready-made

How do you measure Content Marketing? The $44bn question – Andrew Davies

  • Content Marketing is now a $43.9bn industry
  • The big question is proving the value of content marketing
  • 3 steps: Content Performance -> Audience Performance -> Business Performance
  • Measure your audience – build personas and measure
  • Don’t forget the individual
  • At this point, Andrew Davies offends northerners [ed. is a northerner…grrrr!]
  • From here it gets a bit confusing and very detailed, so I’d recommend you check out Andrew Davies’ slide deck – we’ll add a link here once its up online

Right, it’s now time for lunch at the Content Marketing Show, we’ll be back in a couple of hours with takeaways from the afternoon sessions, live from the Institute of Education in Central London… over and out!


Thanks Alex! Katie Bennett here reporting for blogging duty! I’ll be running you through the key takeaways from this afternoon’s talks. So whilst everyone’s flocking back into the conference centre with full bellies, why not take a look at the conversations happening on Twitter using #contentmarketingshow or take a look at what I’ve been saying @KLBennett_

Note to self: checkered shirt count at this point of the conference totals 30, 31, 32.

The Hero’s Journey: using archetypes and video marketing – Raph Goldberg

The Hero’s Journey distills story telling down the the purest form. Stories connect with us on a base level and if you can use the right archetypes like the hero’s journey, then people will recognise these from stories they’ve heard during their lives, and the best way to do this is through video!

Archetypes: underlying shared characteristics, types of people or stories we have in the back of our heads and are used as a filing system, not things we learn during our life, they are in fact embedded in us and hardwired into our psyches.

Why is he banging on about this? Some stats:

  • In 2018 79% of consumer internet traffic is set to be video
  • The CTR from video is 4 times higher than text

 “Get found, get seen and get talked about!”

Using archetypes-  if you understand your brand and target market, you’ve done a lot of the work! But what archetypes will your viewers resonate with? What do you want the video to achieve? What do you want your viewers to do after they’ve seen the video? Always start with the viewer.

Final points from Raph:

When thinking about video campaigns, use existing stories and characters that are already out there!

  1. Brands and businesses need stories more than ever
  2. Stories are what is connecting to an audience
  3. You need the right tools (archetypes)

 Making animation for the web – Wes West

Why animation?

  • You can tell stories effectively through animation
  • You can do anything and make it original (using Space or talking cats!)

And the video of ‘Um Bongo’ begins playing – anyone born in the 1990’s? I don’t know what this is either!

The process:

  • Find an animation company – look at some blogs and find the style you like
  • Think about your budget and be realistic
  • The concept/brief to outline what will made
  • The script – listing what you want said in the video
  • Storyboard – agree everything and plan the shots
  • Animatic – taking the storyboard and adding voice overs etc
  • Artwork – looking at the scenes of the animation
  • The final animation

Oops… not forgetting post-production!

 Getting past the buying objection with problem-solving content – Nichola Stott

Content Marketing – the purchase cycle:

  1. Discover – coming accross something on Facebook
  2. Gather – Reputation, USPs
  3. Refine – A shortlist of sites (authority, trust, UX)
  4. Buy

6 steps to consultative selling:

  1. Research
  2. Ask
  3. Listen
  4. Teach
  5. Qualify
  6. Close

That’s all from me folks! Sorry about the abrupt ending – we had a laptop malfunction! I’ll pass you onto Dan who just notably called himself, ‘The Professional’.


Hello, and welcome to the final session of what has been a great day at the Content Marketing show. I will be taking you through to the end of the day, and if you have any questions then do let me know in the comments below or on twitter @danielbianchini.

 How to organise successful international bloggers event –Marcin Chirowski

  • Bloggers are constanttly getting approached, which is a struggle and frustrating, so you need to start to build a relationship. Be genuine, and start by interacting on social media.
  • Look to build your relationships offline also. Attend meetups, buy bloggers a drink and get to know them. Understand what they want and need.
  • Run these events with the aim of increasing contacts and relationships with influencers that may become beneficial in the future.

Motivational Content Stories For the Down Trodden – Chelsea Blacker

  •  Look for a new/nice angle when you are looking at your content. Poker equals sport. You can also look at maths, logic etc.
  • If you can create content that includes research, then go and find an expert/professional to give it more authority.
  • Get on the phone to publishers/partners instead of email. It’s harder to say no.
  • Publishers are partners, so you should get them involved as you are creating the content.
  • When working in a less exciting industry, look to create a resource section by utilising internal subject matter experts.
  • If you are unable to promote the product because of laws, then find experts who can and ask them to get involved in the campaign.
  • Separate your transactional content from your informational content. It doesn’t always pay to mix them together.

And next up is our very own Charlie Williams. Sorry couldnt take notes and tweet at the same time. I will update this shortly or you can see his slides.

Well that’s a wrap on another great day at the Content Marketing Show, if you have any comments then let us know in the comments below.

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