#thinkcontent

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Native & video Ads - #thinkcontent

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Native & video Ads - #thinkcontent

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Native & video Ads - #thinkcontent

I’m a little delayed on this, but wanted to capture and share some of the best takeaways from this awesome event.

The New Consumer: How Understanding Consumer Behavior Can Help Connect You To Your Audience

Cenk Bulbul, Head of Strategy & Insights, Ads Marketing, YouTube

Consumer needs are…immediate, purposeful, personal

Content should be…informative, authentic, original

Model for thinking about how your content maps across the customer journey:

Hero – entertain and inspire

Hub – regularly updated destination with valuable content

Help – answers to consumer question

Good to know: lots of data available at www.thinkwithgoogle.com/youtube-insights

Speaking To Millennials: Why It Matters & Strategies For Success

I initially wrote this session title as “Speaking with Millenials” which in retrospect probably would have been a more accurate participle to choose. Anyway, this was a panel discussion with Hamilton Brown from Taco Bell, Eric Toda from Airbnb, DJ Capobianco from Twitter, Annie Lee from Pinterest, and Eric Oldrin from Instagram, moderated by Sarah Frier from Bloomberg.

Don’t encourage them to story tell, encourage them to story make (have adventures) – Eric Toda, Head of Global Social Marketing, Airbnb

You don’t want to walk into a party and just talk about yourself – Eric TodaThink about grouping users by ethos, not by age - Airbnb has Identity Voyagers, Pioneers, and more

Let people have fun with your brand and poke fun at it – Pinterest highlighted and celebrated “Pinterest fails” Halloween costume attempts

Real-time = a great opportunity to deliver value to your users, and capture great everyday moments that can be turned into future content – Airbnb sent a helicopter for a stranded user whose lodging fell through

The Era of Amplification and Personalization

Jason Miller, Senior Manager, Global Content Marketing Solutions, LinkedIn

Highlight of the day for me. Beyond the great content marketing advice, this was a master class on how to give a kickass presentation while also cementing a distinctive personal brand. His blend of content marketing expertise with metal/rock gods (exploding pie charts, anyone?!?) was memorable, valuable and fun. Some choice takeaways:

When did we all forget to be interesting?

Be the best answer to the question on your customer’s mind

Content marketing is easy; being interesting is not

Repurpose content like leftover turkey – start with a Big Rock, then lift/repurpose to create turkey slices

Big Things Happen When Content Meets Data

Peter Krmpotic, Senior Product Manager, Adobe Experience Manager

This was primarily a discussion about how channel proliferation drives a need for tools to help manage it all. Biggest takeaway for me was a model for thinking about making messages channel-specific.

SENDER-->(pre-production)-->MESSAGE-->(production)-->CHANNEL-->(delivery)-->RECEIVER

How to Plan & Build Your Content Marketing Strategy

Liz Bedor, Content Marketing Strategist, NewsCred

A great walkthrough of their model – you can check it out on SlideShare, so just a few points here.

Love this quote: “We need to stop interrupting what people are interested in and be what people are interested in.” – Craig Davis

Content is currency, something you can give customers

Calculate the cost of unused content, steal budget from underperforming content

Go back to basics and answer your customers’ questions – be helpful! A good slide/framework for working through this:

Persona --> Stage --> Questions/Concerns --> Keywords

Then evaluate if you have content that answers those questions and will rank for the corresponding keywords – and if not, build it

Redefining the Rules of Marketing

Shafqat Islam, Co-Founder & CEO, NewsCred

I’ll just wrap with one takeaway here, which pretty much sums it all up:

“If you think your product is the thing you sell, you will be disrupted. Your product is the customer experience.”