September 12, 2019
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.
 

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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.

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google like your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

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.