Friday, 24 April 2015

Eleven Top Tips on Content Marketing You Can't Live Without

Kate Smith, far right, and the content marketing panel
Kate Smith, Associate Marketing Director at Wiley, chaired the Turning scholarly research into content marketing gold panel in The Faculty at The London Book Fair. She deftly drew out the key issues surrounding the myths and magic of content marketing from a panel of industry experts including Laura Finn, Content Marketing Manager at the Royal Society of Chemistry, Amy Nicholson, Managing Editor at Sticky Content, and Lynne Miller, Associate Director at TBI Communications.

Read the Storify from TBI Communications here and ALPSP here.

In the spirit of all good content marketers, Kate has created a list of eleven top tips drawn from the session.
  1. Start small, pick something easy 
  2. Map out everything in your content ‘universe’ 
  3. Identify the drivers of your funnel and audience journey 
  4. Don’t get too bogged down with personas 
  5. Audience is 1st, Story 2nd, Content 3rd 
  6. Provide some easy guidelines – like making the first sentence of your content 140 characters 
  7. Use other events like a survey someone else in your company has done and repurpose it into a short form content asset (or two, or three, or four…) 
  8. Top and tail other people’s content 
  9. There are different ways to consume content so repurpose the same content in different forms (a list, an infographic, a blog post etc) 
  10. Check out ‘1 post Wonders’ on Tumblr 
  11. Get Amy from Sticky Content’s stakeholder guide
Disagree? Add your own to the comments field below.

Kate Smith is Associate Marketing Director, John Wiley & Sons. She is a seasoned marketer and has led community marketing teams, and more recently Channel teams and B2B marketing at Wiley for the last 12 years. As a content marketing advocate Kate has been helping to change the mindset around marketing in Wiley so that that marketers are better equipped to connect and engage with customers and end-users.

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