King Content - Keeping It Real

15th Mar, 2013
by Matt Townsend

How many predictions for the coming year have you read? And how many of them are the same?  I guess that’s a good sign – at least it means all the visionaries in this business are looking in the same direction…

We love the list that Michael Della Penna put together {} – it feels pretty close to where our thinking is at:

  • Leveraging social signals and intent becomes a growing focus
  • The social data cloud emerges
  • Facebook leads the social ad innovation push
  • Responsive design takes centre-stage
  • Digital wallets become widespread - HALLELOOYA!
  • Push-pull mobile marketing and orchestration
  • Mobile advertising mandate
  • Preference management becomes more prevalent
  • Local hyper-targeting and long-tail
  • Analytics anarchy.

However we wanted to step outside the technology space for a minute and think about consumer and {god forbid} people for a bit. While functionality is really important, we went in search of a more human-centred set of predictions. 

What we found was this incredibly refreshing post by Craig Hodges, CEO King Content - he has focused on some things that bring it all down to earth - we all know that big data is big, but so what?

King Content keeping it real with take-outs from CMI’s Content Marketing World 2012:

1. “Our kids are going to grow up in a world without keyboards and mouses.” We all know that mobile is going to go crazy, but Mitch Joel‘s keynote was a jolt of lightning – are we, and our clients, ready for this new world in the next couple of years? Are our strategies realistic in this mobile-led world? We have lots to do!

2. “Know where your client’s next customer is coming from.” Andrew Davis talked about the value of partnerships and how developing these will not only improve your brand, but your bottom line as well. Where are our clients’ next customers, what are they consuming at the moment and how can we get our clients’ compelling messages in front of them? He talked about content partnerships – how can we bring like-minded brands together to build great commercial and content relationships? We’re going to be looking at where we can develop content relationships for our clients to ensure that our content reaches a broader market of prospective customers.

3. “Make your content worth sharing.” Jay Baer is a very frustrating guy to watch because you just want to sit back and admire the words that come out of his mouth. Instead, you end up taking pages and pages of notes as there are so many diamonds! He didn’t disappoint this time. His underlying theme was to focus on quality not quantity. Too many companies think that more content is better – it’s not always the case. We should think more about the fact that great content is better. Make every bit of content great and our clients will be happier as more people gravitate towards that quality content.

4. “Public measurement data is not as important as you think.” Jay also raised points around the value of public data, saying that the only reason people focus on ‘likes’ and followers is that they are in the public eye and considered almost as important as the hit counters from the old days. Focus on metrics that are in line with the business and, importantly, the sharing metrics. If your content is good, it will be shared.

5. “A picture tells a thousand stories.” Maria Pergolino from Marketo really opened my eyes up to the world of visual content and how it’s going to be a key component of all content strategies moving forward. We all know the value of images and video, but there are other forms of visual content that should be considered as well. The timeless comic book, for example – imagine a branded comic book telling a story about one of our clients! Visual note-taking and of course infographics will all be part and parcel of our suggestions moving forward.

6. “Bots, Pandas and Penguins don’t have credit cards!” Lee Odden made this crack during his session on optimisation. It means that while it’s critical to optimise your content, you need to ensure users are going to engage with it after they have discovered it. Ultimately, they are the ones who will engage and ultimately purchase.
In fairness, these are a bunch of other smart people’s observations all pulled into a sweet little post, but nice work all the same – you’ve got yourself some fans here at Union, and some attendee’s at CMW2013 in Sydney {}!!