Key Takeaways from 2019 Content Marketing World
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Is your organization engaged in a content marketing and owned media strategy to find new customers, maintain relationships with existing clients or establish your key people as thought leaders in their field? The Ghidotti team just returned from a jam-packed four days of learning about today’s best practices and winning case studies in content marketing from around the globe at Content Marketing World, hosted by the Content Marketing Institute in Cleveland, Ohio. Although public relations has always been the foundation of our firm, we know that content is the new creative and gaining new tools in this evolving landscape are important for the development of a strong content marketing strategy. Here are a few key takeaways as you develop or refine your own content marketing strategy.

Companies Need to Define Their Content Marketing Strategy

We all understand that to succeed in business today, you need a clear strategy. New businesses can’t even receive funding without a clearly defined business plan. Still, only 41% of companies engaged in content marketing have a formal strategy, according to a survey by the Content Marketing Institute. To succeed, your content marketing strategy needs a mission statement and clearly defined goals. That means more than just a schedule and outline of topics you would like to write about. It means sitting down and deciding what you really want to achieve, who you need to talk to, how you’re going to get there and what needs to happen along the way.

A Content Marketing Plan and Execution Can Be Very Different

Even with a clearly defined content marketing plan, your team will not succeed unless you have the discipline to follow it. Part of that means saying “no” to content and projects that do not support your mission statement and goals and objectives. 

It also means finding ways to successfully navigate varying interests within your organization. In that same Content Marketing Institute survey, 61% said their biggest challenge is navigating organizational silos, not the actual process of creating content.

And as with most things in business, content strategy and execution don’t follow a straight line. They require a regular system of self-evaluation or even third-party review to make sure your team continues to work toward the right goals and deliver on your mission.

Great Content Answers Questions and Solves Problems. Selling Comes Later.

While there’s certainly the temptation to fill your company blog or YouTube channel with story after story about how great your company is, those stories are not going to bring new customers to you. Yes, it’s important to celebrate your successes, but new customers discover your content when they’re looking for solutions to their problems or trying to get an answer to a question they can’t find anywhere else. 

For example, Marcus Sheridan, one of the speakers at Content Marketing World, began using content to market his pool company after the 2008 recession. To this day, he can attribute $7 million in revenue to one of his very first blog posts that simply explains in great detail and candor how much a new swimming pool can cost. Helping people answer questions and solve problems builds trust, and trust builds loyal customers.

Content Marketing Strategy That Gets Results

Jump on a 1-hour Zoom call with two of our senior team members who will help you brainstorm cost-effective and efficient strategies for you to continue to sell, market and connect with your customers.

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Social Media Is Dying… Kind Of

OK, social media may not be dying, but it’s certainly changing when it comes to how public relations and communications professionals engage on various platforms. One pervading theme throughout the Content Marketing World conference was the reality that you cannot rely on social media alone to drive engagement with your brand or find new audiences. Since Facebook started changing its algorithm in 2013 to encourage companies to pay to promote their posts to existing followers, the communications industry has been scrambling to keep up. And while SEO changes as well, your content on your own platform remains your own and remains discoverable for years down the road. 

Building Audiences Takes Time

The “build it and they will come” approach to content marketing glosses over the fact that building an online audience for your content takes time. A robust customer base, mailing list or social media presence can certainly help get things rolling, but it’s important to understand (and communicate within your organization) that it can take up to 18 months to build a minimum viable audience and start seeing a significant return on your content marketing efforts. Thanks to SEO and the relationships you build with your audience during that time, though, growth can move much faster beyond that point.

Everyone is Doing Content Marketing, But Few Are Doing It Well

Digital content marketing has grown to a point where most organizations are practicing it on some level, but only a few feel as though they’re fully reaping the benefits from those efforts. Just 4%, according to the Content Marketing Institute, rate their content marketing efforts as “extremely successful.” That means we all have lots of room to refine, revise and grow. Are your organization’s content marketing efforts delivering both the qualitative and quantitative results you want to see?

McDonald’s

Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.
 

Find out how.

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.