Posted by Sarah Mitchell on 11 March 2013
I spent last week immersed in content marketing at Content Marketing World in Sydney. It was the first time Australia has had a conference of this size with so many international thought leaders and major brands speaking about how to achieve success with content marketing. Joe Pulizzi, founder of the Content Marketing Institute and host of the event launched the conference with a wardrobe branding exercise like none of I’ve seen before. (see below) Here are some of the consistent themes that came out of the sessions I attended.
1) Your goals must be attached to business objectives
One of the big complaints I hear about content marketing is it’s not ‘real’ marketing. Nothing could be further from the truth. Without exception, every speaker talked about content marketing in strategic terms. Few of them discussed tactics and when they did, only in support of a wider marketing strategy. The message was loud and clear that everything you do with content marketing has to be attached to and driven by business objectives.
A good example of this was Julie Fleischer, Director of Media and Consumer Engagement from Kraft Foods Group in the USA. She directs millions of dollars in media across television, print, digital and social channels. Kraft’s content marketing is responsible for connecting millions of consumers every month equating to more than 50 million unique user visits to their website every year. Content marketing activity also drives more than 1 million paid subscribers to their online magazine. Julie provided a content quadrant to help marketers become better at executing their strategies which absolutely rocked the house.
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