I met these guys from Perth-Web-Design.com.au shared with us their insights from the 3-day workshop they attended in Sydney last week. I was inspired by the discussion that it why I am posting here some of the most relevant ideas. The only way with which content marketing can be considered successful is when it can be tracked back to revenue.
Many Australian brands have shifted to content marketing and the Australian conference has made it more relevant. Australian brands that include Bupa, Tourism Australia, Flight Centre, ANZ Bank, Domain and AMP are proof that Australia is finally catching up with American and European counterparts.
Australian content marketers, brand journalists and international experts have gathered for a Content Marketing World workshop to listen to some insights regarding content marketing. Geraint Holliman who is director of strategy at DIRECTIONSGROUP in the UK spoke eloquently on the reasons why marketers have to stop on focusing on the volume and frequency of content. Modern day marketing has literally turned content creation into a modern day marketing sweatshop. Discipline must be observed by content marketers by ensuring that only relevant, timely and compelling content is created.
Andrew Davis who is Brandscaping author shared the idea that marketers should narrow their focus to niche category. He chastised the scatter approach used by marketers. Most audiences do not want to hear from a brand throughout the day but it is important to assure that the brand will always be there when it needed. Mr. Davis tackled the problem by suggesting that marketers make appointments with their audience for two minutes every week. This should be enough so that the audience will be not be saturated by too much content.
Content marketers should also stop focusing on meaningless metrics and forget about the popular analytics that includes website traffic and click-through rates. Mr. Davis further stressed that the focus should be on how many people are opting out of newsletters and other content lists. These are more relevant to the bottom line.
According to Robert Rose of Content Marketing, that success of a content program should be based on business objectives. Having a good following in Twitter and Instagram should not be perceived as content marketing success unless it can be tracked back to revenue.