This blog was written by B2B Content Writer and Blogger Patrick Icasas.
TORONTO, ONTARIO – Modern marketing is all about content, but you don’t have break the bank or grow a third arm to improve your own content marketing efforts. CAMP, in conjunction with Uberflip, gathered some of the brightest content marketing minds in the industry to share important trends and useful strategies.
Held at the spacious Uberflip office, the May 19 event saw a gathering of both entrepreneurs and marketing specialists alike, all eager to learn from the expert panelists and speakers, which included Jennifer Kelly, from New Initiatives Marketing, Mark Evans, author and storyteller and marketing consultant, Cassandra Jowett, content marketing manager for Influitive, and Randy Frisch, Uberflip COO and co-founder. The event was hosted by Luigi Presta of Compass Creative Media.
Getting More Mileage From Your Marketing
Jennifer Kelly got the evening rolling with a presentation on getting the most mileage as possible from your content. She shared that many of her clients start out intimidated at the prospect of having to generate lots of content. But there’s nothing to be afraid of. “Every single thing you do can be content,” she said, as long as you can spin it to be relevant and interesting to your audience.
Jennifer also gave a simple formula that entrepreneurs can use to create massive amounts of social media posts from a single piece of blog or website content. This formula can be applied whether you’re an SMB or a mid-size business.
When asked about the difference between SMBs and mid-size businesses in content marketing, Jennifer responded, “The primary differences are in the budget, and the amount of layers marketers have to go through to get things done.” But regardless of the size of the organization, great, shareable content is a must.
The panel segment began right after Jennifer’s presentation. Luigi Presta moderated the panel, firing insightful questions at the panelists and soliciting more from the audience. The questions covered a wide range of topics, and the ensuing conversation was lively and animated.
Several notable themes emerged during the discussion, one of which was the concept of content as storytelling.
Content = Storytelling
Mark Evans has a background in journalism, and has put that to good use in his career as a marketer. “Stories are everywhere,” he said, citing
the concept of “popcorning,” which takes stories from nearly any source, especially real-life situations. “Journalists are story hunters,” Mark said. “They look for things that stand out, are interesting and unique. Content marketers have to think like journalists. Always look for an interesting angle.”
Content does not always have to be about products, expertise or wins, either. “It’s not always about happy times,” Mark said. “It’s about struggles. It’s about being authentic.” As proof of his point, the panel mentioned experiences where content about bad experiences or admitting mistakes performed much better than other, more positive posts.
But content marketers don’t have to be the only ones bearing the burden of creating content.
Your Company as the Content Team
In Uberflip, the marketing team isn’t the sole source of content. “Content marketing isn’t a job title,” Randy said. “It should be a mindset for the entire team.” Uberflip sales reps contribute content, same as the customer experience reps and the software engineers. This diverse array of voices unite into a chorus, communicating one message.
And that message has to be set in stone before the first word hits paper. “Figure out what the goals are, and what your success metric is,” Randy says. He spoke of two posts: one had massive amounts of traffic and shares. The other had relatively little traffic, but converted readers into buyers. It was this second post that he considered to be the more successful.
If you’re building a content marketing strategy from scratch, Randy recommends two things: “The first thing is defining what your content strategy goals are. You also have to understand who you’re writing for. Once you have those two together, it becomes a lot easier to brainstorm ideas.”
The panelists also discussed bringing the customer into the process—not as readers, but as content producers/distributors.
The Rise of Advocacy Marketing
As the content marketing manager for Influitive, Cassandra was the best qualified to talk about the relatively new concept of advocacy marketing. “Advocacy marketing is when you invite advocates into a strategic program and give them a chance to get involved in the process.” This works on the same principle as referrals and testimonials, because other prospects are more likely to accept the word of a fellow customer than they would a marketer’s.
“There’s a mutually beneficial relationship between content marketing and advocate marketing. Good content marketing can create advocates for your brand. You’re automatically creating advocates by posting content that people will share and promote. But one thing marketers often overlook is that you can also ask advocates to create content as well, and they’re more likely to share it if they’re directly involved.”
But the customer’s involvement doesn’t need to be that direct. “Ask your customers for help,” Cassandra suggests. “Talk to people outside your organization and find out what’s valuable to them.”
The event was a resounding success, with many positive reactions from both attendees and presentors alike. “I think this event was great,” Mark said. “In the startup world there are a lot of grass-roots events like this, but in the marketing world there aren’t enough opportunities to exchange ideas and meet people who are doing incredible things.”
Jennifer Kelly was thrilled to be a part of this CAMP event. She said, “CAMP is an organization I believe in, and it’s great to be a part of something so new and fresh, and there’s a great energy here.”
Thanks to the cooperation between Uberflip and CAMP, marketers and entrepreneurs were able to get actionable marketing advice, industry insights and fresh ideas, all while meeting new and interesting people. A great way to spend the evening!
Patrick Icasas is a freelance writer and content marketer. When he’s not helping businesses sound awesome, he writes fiction and blogs about how to suck less. Tweet him at @patrickicasas to get a snarky response.