Turn your content marketing costs into tangible assets

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What You’ll Learn:: 

While eating Chinese take-out, a marketing team at Boston's CommCreative came up with a strategy to rule the world, says content marketing strategist Andrew Davis.

They asked, "Wouldn't it be funny if you just took everybody's fortune cookie and turned it into marketing advice?"

The idea became the hugely successful Today's Marketing Cookie. Find out how you can make content an asset in your communications.

In this session, you’ll learn:

  • How to think of content as a product―and an asset
  • The importance of tone, concision, consistency and storytelling to a content brand
  • The importance of building your audience
  • Everything that is old is new again
  • Why thinking of content as a brand spurs experimenting, risk-taking and innovation

What if your content became a product? What if, Davis asks, you said, “We put a lot of energy into our product. Let’s think about our content that exact way.”  Do it right, and reap rewards, he says.

Does it matter if a customer ever comes to your website, as long as they buy? In short, no.

Get over the old Ptolemaic model that treats your organization’s website as the center of your digital universe, Davis says. The Galilean model regards the search engine as your orbital center—your “sun”—surrounded by objects such as LinkedIn, Amazon, Pinterest, Facebook, blogs, and—way out by Pluto—your website.

What if you focused on a single strategy instead of multiple social channels? Think about AOL, AltaVista and other Internet washouts. If you have a Twitter strategy, you’re out of luck if Twitter “pulls a Hindenburg” and blows up—or simply loses its cachet, the way MySpace did.

Success isn’t about multiple media channels, he says. It’s about finding people who will share your content.

Learn to think like a TV executive. The Jim Henson Company doesn’t make money on their Muppet movies, says Davis, who formerly worked there. It reaps millions on merchandizing and licensing. The content, in effect, exists to sell products.

Find out why you should think of this as a “subscribe world.” What if you got customers to subscribe to you for one piece of content a week, whether by email, following you on Twitter, or other means?

He even explains how a full-length movie boosted the market for juicers—and why you should consider making one.

Breville “sold out of juicers in three days,” Davis says. “They didn’t even have any in their Australian offices to ship to us. … That’s the power of inspiring content.”

Learn more here.

April 2013

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Presenter bio: 

Andrew Davis’ inspirational, unconventional, and sometimes controversial concepts are a product of his diverse life and business experiences. His childhood acting career makes him a highly-engaging and entertaining speaker at trade shows, conferences and corporate events around the world. His television writing and producing contributed to his theories on how to build a relationship with a valuable audience through the generation of great content powered by exceptional talent. He honed his marketing and product development skills in the first dotcom boom which shaped his way of getting real revenue and results.