Given the hundreds of Content Marketing World sessions, I never find the time to assist them all or watch all the videos on demand.
But that's not my case and neither are you. The editors of the Content Marketing Institute (and some contributors) shared the most relevant and useful information on the CMI blog.
Here are the highlights of the articles we published this year that were inspired by the Content Marketing World sessions:
Words: Choose one to convert
Writers and editors are more likely to appreciate the art of word selection – how a well-placed word can make all the difference in a sentence. But all content marketers should appreciate the science of discovering which words convert their audience.
Chris Goward, founder and CEO of the Wider Funnel conversion optimization company, went backstage in search of conversion words in his Content Marketing World presentation, The Ultimate session devoted to converted words (How to find them and how to use – em) – Mobile, e-commerce, etc. .
For me, an essential conclusion is: make assumptions, that's fine, but making decisions based on assumptions, is not. This mantra applies to many things, including how you tag your call buttons to the action. You might be surprised by the words that convert, says Chris.
Although you can assume that the social "submission" would not attract a click, you would be wrong to rely on an experiment conducted by Chris's team. They tested three calls to action:
"Become a maven"
"I want in"
The team hypothesized that the use of the word "maven" would be better because it was connected to the public community. Team members also thought that "I want to enter" would convey a sense of urgency and inspire more people to take action.
But these assumptions were false. "Submit" outperformed both alternatives.
Chris does not argue that all CTA buttons must have the word "submit". It specifies that you must test your hypotheses and test them in the appropriate contexts.
Learn more about what Chris had to say: Words that convert: test, learn, repeat .
Images: Do not make these common mistakes
As a word, I often use too much, especially in graphics and computer graphics. Scott Berinato helped to remedy this by following the advice of his presentation Content Marketing World Visualizing data and creating good graphics .
With these tips in mind, I will use three visual errors:
You say without showing.
You include superfluous details.
You choose inappropriate chart types.
Learn more about common visual errors in 6 errors in your graphics and infographics .
Videos: Keep Them Watching
Content Marketing World's lead presenter, Tina Fey, told the story of her teenage daughter who wanted to watch Saturday Night Live, but gave up after discovering she needed to find out how to use cable TV. A constant viewer on YouTube, Tina's daughter is not unique, especially for her generation.
Although we may know about YouTube, do we really know how to get our content discovered (and viewed)? Tim Schmoyer, CEO of Video Creators, presented an overview of his presentation on the content of the marketing world, How to Develop a Loyal Audience on YouTube .
Tim offers a comparison of how Google searches against YouTube. The goal of both search engines is to provide the right content at the right time. But the goal of Google is to give an answer and send the researcher in his own way. YouTube's goal is to provide valuable content that encourages the user to stay (and stay).
This is why YouTube identifies successful videos as those that extend the viewer's length of visit. This encourages the viewer to watch another video, then another and another. It examines the beginnings (videos that caused the viewer to watch), the duration of viewing (based on the total time of the video), and the session (videos contributing to the longest viewing times).
To learn more about what Tim had to say on all YouTube topics, please read What to do to create a loyal YouTube audience .
Emails: Automate Your Best Way of Communicating
The email may seem old-fashioned in the hubbub around new platforms and new devices, but it remains an MVP of content marketing. Jessica Best explained how to get the most out of it in her Content Marketing World presentation, Email Marketing Automation at All Levels .
Automated emails generate open rates and higher clickthrough rates of 60% and 200% higher than regular or batch emails, depending on the search shared emfluence by Jessica.
Among the impressive statistics she has revealed, the one concerning automated welcome emails has particularly marked me. Only 40% of traders use them. And yet, says Jessica, he is likely to receive the highest opening rate you receive on all e-mails you send, unless you send one by email on your birthday. "
"This coupon generates more revenue than even the email from their abandoned cart," according to Jessica.
The lesson? Aim high with your welcome emails . Do not base them on the function (for example, recognize the subscription). Allow them to help you close the sale or move the recipient further into the funnel with an associated content offer or free trial.
Take a closer look at Jessica's email preview: Cook email marketing automation with these 6 recipes .
Influencers: Recognizing strategic differences
Influence marketing is a well-covered topic. But Amisha Gandhi, vice president of influence marketing at SAP Ariba, spoke of the unique challenges facing B2B B2B brands in the global market – Creating a Comprehensive Program marketing influence for a big B2B brand – at Content Marketing World.
One of the particularly useful nuggets was the difference between influence relationships and marketing influence:
Influence Relations involve an awareness at the top of the funnel (such as events and coverage). In most companies, relations with public relations and analyst relations cover the contacts of leading journalists, bloggers, and analysis firms.
Marketing influence serves as a deeper part of the funnel. Like partners and customers, analysts, consultants and other independent technical experts, to whom the desired audience and potential buyers already rely to guide the purchase, make sense.
#Influencermarketing serves a deeper part of the funnel – experts on which your audience already counts. @amishagandhi Click to Tweet
SAP chose to focus on marketing influence before one of its events. And although many people think that the SAP name will naturally attract answers, this is not the case. SAP started its influence marketing business as we should all – introducing you, complimenting the influencer's relevant work and asking him how they engage with the brands.
Learn more about Amisha: Influence Marketing: Lessons from One of the World's Largest Software Brands .
Audiences: see their fidelity in your funnel
Do not give up the funnel, but think differently. The President of the Suite Group, Teju Owoye accelerates his growth by shaking up the path of his conversion at the Content Marketing World conference, which calls for an end to self-congratulations when a traditional buyer at the top from the funnel converts to a sale or subscription. ]
Marketers should be more careful about taking the same time or commitment to providing content that satisfies new customers and new subscribers – and ultimately keeps them.
She offered a new vision of funnel thinking – two funnels assembled and resting on the sides.
Teju calls the bright side of his "new marketing job: ensuring that the consumer experiences a pleasant experience and unlocking value at critical moments while using your product."
Not only will you create and develop a loyal audience, but many of them can become influencers – formal or informal – with other people in your target group. And your clients turned into influencers can provide attractive leads to start on the left side of the funnel. And it's a successful marketing.
Learn more about Teju: How Content Can Create an Autonomous Client Reference Engine .
Audits: Strategic Rendezvous
If you plan to revise the content in the coming year, be sure to read the writing of the content strategist's presentation, Laura Creekmore, Content Marketing World, Conducting an audit of the content content :
Identify your main objective.
Identify the content to include.
Define your inventory / audit facets.
Inventory of the content to be audited.
Audit the contents of your inventory.
Although the steps are simple, too many marketers start with step 4. But a strategic approach is essential. If you do not know the goals (for your content and for your content audit), you will get content and analysis lists, but you will have a little idea of how to effectively use all this information. .
The Laura Bridge Stage (# 3) links the audit strategy to the implementation – it is essential to define the data you are going to capture.
It even provides a convenient model for specifying the data (facets) to explore in the inventory. Give each facet a column in the spreadsheet or other tool you are using.
Here is an overview of the starting list she provided:
I have also enjoyed this advice. It's useful and fun (a rare moment of lightness in a serious task).
When auditing content quality, do not use binary (keep or delete) or numeric scale evaluation. Use a more nuanced scoring system, Laura said. Put words to describe each evaluation number because "these shades in the center are harder unless you put in a few words." It also allows for a more universal understanding of proofreaders. She gave the example of "shit exemplary, good, good, not good, ."
Get all the details of Laura's content audit presentation: How to Audit Your Content: 5 Essential Steps .
All this and more
As the world's largest content marketing event, the volume of Content Marketing World's expert presenters is considerable. Whether it's about knowing the difference between influencer marketing and influencer relationships or qualifying the content of "crap" in an audit, the information nuggets are as varied as stakeholders.
What nuggets in the world of content marketing have you found the most valuable? I would like to read your distillations in the comments!
Get ready today to participate in Content Marketing World 2019 in September. Register before December 31st for the best rates!
Cover image by Joseph Kalinowski / Content Marketing Institute