Every month we host a 'Digital Wake Up' breakfast briefing in London or Glasgow, in the hope that we can share a bit of our digital knowledge and educate businesses on how best to make use of digital marketing to succeed in the online space. This morning saw another successful session focusing on content strategy and how to best create, curate, communicate, moderate and measure your content across channels.
Previous sessions have focused on digital strategy, the fast culture of today, and vertical specific digital hurdles, but every session aims to challenge our audiences to review the way they approach digital and inspire them to implement positive change.
Each Digital Wake Up session tackles a new topic that has been identified by our team, our customers and previous attendees as being of particular interest to them. We then break these themes down, identify digital opportunities, and ultimately aim to provide actionable insights for attendees to take away. A panel discussion or Q&A session at the end of the presentation allows the audience to ask their questions and often stimulates interesting debates around best practice and the future of digital strategy.
This morning's session welcomed a full house into the lovely Apartment 29 in Royal Exchange Square, Glasgow. After some initial networking and my presentation on content strategy, we opened the floor to discussion and were interested to hear from those in attendance about some of their challenges, including dealing with a strong emotional (and sometimes negative) response from customers, implementing measurable targets against content, and struggling to get buy-in from senior management on content marketing initiatives.
Some key points from today's content strategy session:
- Your communications are just the tip of the iceberg, i.e. what your audiences see of your organisation, whilst content incorporates the full span of your business, including your people, your processes, your audiences and your brand's story.
- Content marketing should always aim to drive profitable customer action in some form, i.e. engagement, loyalty, conversion, sales, etc.
- Your content should add value to your proposition - think about what benefit it brings your customer.
- Every piece of content should be assigned a goal from the offset, upon which you can measure success and justify investment.
- An effective content strategy will take an integrated approach, aligning all marketing objectives and initiatives both online and off.
- Your content strategy should unite your owned, earned and bought media.
- Content marketing offers a unique opportunity to communicate your story and engage users on a deeper level, so use your content to establish your USPs.
- The most successful content strategies are underpinned by agility.
- Curate content as well as creating it, this helps to establish your wider interests as a business and position you as an expert, whilst saving you time and resource.
- Always remember the importance of the context in which your content is consumed.
- A content strategy is a continuous process of analysis, planning, delivery and measurement.
- Content marketing will promote co-creation with your audiences, nurturing online conversations and two-way dialogues around your brand.
Thanks to everyone who came along today, and to all previous sessions, and we look forward to seeing more of you again in future sessions.
Here's what some of the attendees from today had to say:
"Interesting and informative seminar this morning, thanks for the invite!" -
Jen, AGC Accountants
"Thanks for the invite along today, great presentation and a good bit of chat after." -
Ewan, Glasgow Life
"Thanks for the invitation along. It was a really good presentation!" -