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I've just returned from the first Content Marketing Show in London run by SiteVisibility’s Kelvin Newman.
Myself and my colleague, Matt White, attended the ‘How to Pitch Content to Journalists and Bloggers’ by Chris Lee @CMRLee on Monday (see his piece on influencer relations best practice here) before venturing to the Content Marketing Show conference the following day.
As members of the content team at Fresh Egg, Matt and I are agreed on three main things:
So without further carry on, here’s the top ten points (in no particular order) that – for me – resonated the most from the conference. For those of you that missed this event: I hope this offers you a half-decent summary of the topics covered. Fellow attendees: do you agree with my summary? Let me know in the comments below or tweet @FreshEgg.
1. In order to influence [people with your content] society has to be ready to embrace a trend. For this reason, you can’t make something go viral.
Philip Sheldrake – Euler Partners
2. When planning the content for a site, refine the ideas and suggestions by asking ‘why’ not ‘what’. Consider this story to help shortlist the content: “As a user I want to _______ in order to _______”.
Lauren Pope – uSwitchforBusiness
3. Consumers feel comfortable around narrative – a story that has a beginning, middle and end. A really great narrative includes the brand, the audience and a personal element. Content marketing creates a space for narrative-driven conversations between consumers and brands.
We were shown a great example of this by Chevrolet:
Ian Humphreys – Caliber
4. When planning your content, think about the emotional responses your content might create and the impact this could have on peoples’ propensity to share it. Research has shown that the emotional responses most likely to make people share content are shock with a sprinkling of happiness mixed in.
Tom Ewing – BrainJuicer
5. If you want to work with journalists, find out what they’re passionate about and what makes them tick – get out there, meet them and build long-term relationships. However, pitch content poorly and/or pitch poor quality content and you’ve scuppered your chances.
Désiré Athow – IT ProPortal
Five things you always wanted to know about journalists but were afraid to ask
6. The ingredients for successful PR are:
- A topical story
- Sexual content
This spoof story about a Valentine’s Day package for threesomes secured Wish.co.uk coverage on the BBC, in the Metro, The Sun and in international media.
Stephen Pavlovich – Wish.co.uk
Using content to get press coverage
7. There are so many ways to recycle content. Particular favourites included:
- Recording your presentation rehearsal = instant podcast
- Putting your presentation on Slideshare
- Hosting a Google+ hangout post-event as a Q&A
Chelsea Blacker – BlueGlass
8. Regarding social media monitoring, use the insight available and plan first: check out what your competitors are doing, understand your brand’s position in the market pre-campaign and track and annotate previous data sets to identify the optimal month, day and even time to promote your content.
Andy Keetch – Brandwatch
9. With a heritage in traditional PR and a firm belief that the principles of online content mirror offline, my favourite presentation of the day came from Zazzle Media’s Simon Penson. I’d recommend you check out the whole presentation, which outlines how we can formulate content strategy by taking a lead from the principles used by traditional print media.
The image below shows how you can reverse engineer a magazine's flat plan to create the outline of your content strategy:
Simon Penson – Zazzle Media
10. And finally, in order to influence people, find those who are truly passionate about the subject in hand. Utilising those influencers in your network, they will in turn influence others and so on. Monitor the news agenda to understand what might resonate with your audience but be sure to add value by putting your own spin on it.
Matt Roberts – Linkdex
There was plenty of intel from the conference, but those for me were the top ten points that have resonated the most. Do you agree? If you could add one more ‘bonus takeaway’, what would it be? Let us know in the comments below or tweet @FreshEgg. We'll add the links to all presentations mentioned in this post as they become available.