Content Marketing & the Copernican Revolution

Image:  Shu+erstock  

#fusionmex  

Insights from 17 experts on how putting the customer in the centre creates business value.

Content Marketing Conference Europe 2014

magine this: For over 1500 years, people believed Earth was at the center of the universe. Then along came a fellow named Copernicus whose ideas about the Sun at the centre changed everything.

Fast forward to the centre of today's business universe where many companies are still structured based on the idea that the world turns around them. It’s no wonder brand numbness is on the rise.

Content marketing offers a unique opportunity to reverse that egocentric business view by using content across channels, tactics and divisions – revolving around human experiences.

Great content “happens” when it becomes useful information, a story, an answer, a smile, a meaning. Such content connects customers and brands. It connects people. It even unites different tactics and divisions.

Successful content requires strategy. Vision. Commitment. Integration. Innovation. Consistency. Guts. Fun. And relevance. Your customers at the very least deserve that much.

The Content Marketing experts in this e-book know that it's our job as marketers to adapt content to customer experiences and not the other way around. Their weapons: empathy, content, listening and teaching.

I invite you to connect with them online and in Antwerp, Belgium at the Content Marketing Conference - where the customer is at the centre of the experience – your universe.

J-P De Clerck - @conversionation Content Marketing Conference Europe – 2014

Content the Copernican Way

Fusion Marketing Experience #fusionmex

Content Marketing Conference Europe Antwerp,  Belgium  

10  June  2014  

powered  by  Fusion  Marke>ng  Experience  

Get  More  Informa;on  &  Register  at:  h+p://fusionmex.i-­‐scoop.eu  

“Crea;ng  business  value  through  customer  value  using  content  marke;ng”  

Interna;onal  Speakers:  Netherlands,  US,  UK,  France,  Switzerland,  Denmark,  Belgium  

#fusionmex  eBook  Created  by:  

Transcend the Transaction

Jay  Baer      @jaybaer  President,  Convince  and  Convert  convinceandconvert.com    

See  Jay’s  Keynote:  You>lity:  Why  Smart  Marke>ng  Is  About  Help  Not  Hype  

Some  of  the  best  and  most  successful  content  marke>ng  transcends  the  transac>on.    

To  do  this  kind  of  marke>ng,  you  have  to  do  one  extremely  important  and  difficult  thing:      

Give  yourself  permission  to  make  the  story  BIGGER.    

JAY  BAER  

#fusionmex  eBook  Created  by:  

Inspire Audience Content

Xaviera  Ringeling  @Contentgirl  Owner,  ContentChefs  &  Content  Collec>ve  contentchefs.nl    

See  Xaviera  Present:  Masterclass  content  marke>ng  strategy:  let’s  have  a  plan  

 The  holy  grail  of  marke>ng  is  that  your  audiences  do  the  marke>ng  for  you.      

They  do  it  when  you  are  relevant,  interes>ng,  helpful,  entertaining  and  ideally  a  combina>on  of  all  of  the  above.    

XAVIERA  RINGELING  

#fusionmex  eBook  Created  by:  

Content Creates Trust

Doug  Kessler  @dougkessler  Crea>ve  Director,  Velocity  Partners  velocitypartners.co.uk    

See  Doug’s  Keynote:  Taking  a  Stand:  Content  Marke>ng  as  Evangelism  

 Buyers  actually  come  to  you  for  what  you  know  more  than  for  what  you  sell.      

Content  creates  value  by  increasing  people's  trust  in  you  and  be+er  outcomes  come  from  a  trust  rela>onship.    

DOUG  KESSLER  

#fusionmex  eBook  Created  by:  

Create Content Experiences

Lee  Odden  @leeodden  CEO,  TopRank  Online  Marke>ng  toprankmarke>ng.com    

See  Lee’s  Keynote:  A+ract,  Engage,  Convert  –  How  to  Be  the  Best  Answer  Wherever  Customers  Are  Looking    

To  create  real  value,  Content  Marke>ng  should  inform  as  well  as  engage  and  even  entertain  to  create  valuable  experiences  between  customers  and  brand  informa>on.      

The  content  may  be  forgo+en,  but  they’ll  remember  how  you  made  them  feel.      

LEE  ODDEN  

Inspired  by  Maya  Angelou  

#fusionmex  eBook  Created  by:  

Content Creates Value

J-­‐P  De  Clerck  @conversiona>on  Founder,  i-­‐SCOOP  i-­‐scoop.eu    

J-­‐P  is  the  Content  Marke;ng  Conference  Organizer    

Ask  yourself:  what  do  my  customers  want?  Like?  Dream?  Then  provide  and  amplify  it  in  ways  that  make  sense  and  enchant.      

When  content  marke>ng  creates  value  -­‐  any  kind  -­‐  for  customers,  it  also  creates  value  for  your  business.  That's  the  first  step.  

J-­‐P  DE  CLERCK  

#fusionmex  eBook  Created  by:  

Just Say No to “Nontent”

AJ  Huisman  @AJHuisman  Director  Marke>ng  &  Business  Development,    Kennedy  Van  der  Laan  contentmarke>ngcrusader.com    

See  AJ  Present:  Content  Marke>ng?  It’s  the  Law!  

If  content  is  not  adding  value  then  we  call  it  “Nontent”  instead  of  Content.  Create  content  that  delivers  solu>ons,  insights  and  inspira>on.      

Content  should  trigger  the  target  audience  and  make  them  aware  of  where  they  got  those  intelligent  insights.    

AJ  HUISMAN  

#fusionmex  eBook  Created  by:  

Make it Easy

Kelly  Hungerford  @KDHungerford  Head  of  Customer  Experience,  Paper  Li  paper.li    

See  Kelly’s  Panel:  Content  Marke>ng  in  Europe  

 

 Wri+en  or  spoken,  the  easier  your  content  is  to  understand,  the  more  helpful,  appreciated  and  well  received  it  is  going  to  be  by  your  audience.  

KELLY  HUNGERFORD  

#fusionmex  eBook  Created  by:  

Cure Customer Concerns

Tristan  Lavender  @TristanLavender  Corporate  Content  Manager,  Deloi+e  Netherlands  deloi+e.nl    

See  Tristan  Present:  How  to  create  a  content-­‐driven  and  customer-­‐centric  company  culture  

Get  a  be+er  understanding  of  what  keeps  your  customers  up  at  night.    Then  help  your  salespeople  create  and  share  content  that  addresses  those  ques>ons  and  concerns.    

This  is  what  makes  your  salespeople  trusted  advisors  who  are  ul>mately  rewarded  with  more  business.  

TRISTAN  LAVENDER  

#fusionmex  eBook  Created  by:  

See the Customer’s Point of View

Joakim  Ditlev  @jditlev  Consultant,  ContentMarke>ng.dk    

See  Joakim’s  Panel:  Content  Marke>ng  in  Europe  

 

Way  too  many  companies  are  looking  at  their  own  bellybu+ons  and  too  many  marketers  can  spend  en>re  work  weeks  without  talking  to  a  single  customer.      

Interview  real  people  and  listen  to  real  problems  and  start  seeing  the  world  from  your  customer’s  point  of  view.    

JOAKIM  DITLEV  

#fusionmex  eBook  Created  by:  

The Race for Content Quality

Ingrid  Archer  @ingridarcher  Managing  Partner,  spotONvision  spotonvision.nl    

See  Ingrid’s  Panel:    Content  Marke>ng  in  Europe  

The  biggest  success  of  content  marke>ng  is  where  quality  wins  over  quan>ty.    

Be+er  to  create  one  good  piece  of  content  than  10  superficial  me-­‐too-­‐blogs.    

INGRID  ARCHER  

#fusionmex  eBook  Created  by:  

Right Content, Right Time

Gianfranco  Cuzziol  @iamgfc  Founder,  everywhereCRM  cuzziol.blogspot.com    

See  Gianfranco  Present:  Content  marke>ng:  closing  the  loop    

 What  provides  real  value  to  the  customer  is  not  just  the  content  to  help  make  decisions,  but  the  ability  to  access  that  content  at  the  right  >me  based  on  individual  customer  needs.  

GIANFRANCO  CUZZIOL  

#fusionmex  eBook  Created  by:  

Stories Are Social

Danny  Devriendt  @dannydevriendt  Managing  Director,  UM  heliade.net    

See  Danny’s  Keynote:  The  Horse’s  Ass:  how  social  becomes  a  currency  

Good  content  brings  stories  to  the  consumer,  with  informa>on  he  can  use,  discuss,  share,  and  comment.      

Stories  are  social  at  the  core,  and  we  are  all  constantly  looking  for  those  stories  that  bring  answers  to  the  ques>ons  of  our  everyday  lives.  

DANNY  DEVRIENDT  

#fusionmex  eBook  Created  by:  

Content Creates Transparency

Guido  Everaert  @guidooohh  Managing  Director,  Just  Guidooohh  justguidooohh.com    

See  Guido  Present:  Storytelling  as  a  cornerstone  for  your  content  strategy    

 Content  marke>ng  helps  customers  thoroughly  understand  the  brand.      

Transparency  is  a  key  outcome  to  what  a  company  really  stands  for  and  could  represent  for  the  customer.  

GUIDO  EVERAERT  

#fusionmex  eBook  Created  by:  

Create Useful Content

Mike  Corak  @MikeCorak  EVP  of  Strategy,  Ethology  digitalmarke>ngstrategy.com    

See  Mike’s  Keynote:  Topics,  not  Keywords:  How  to  Make  Content  Work  for  Brands  

 Content  developed  around  a  theme  that  a  brand  is  authen>cally  authorita>ve  on  —coming  from  a  true  point  of  understanding  user  intent  —  is  content  that  is  usable  for  both  businesses  and  users.  

MIKE  CORAK  

#fusionmex  eBook  Created  by:  

Content Creates Loyalty

Eric  Ingrand  @ericEVGeurope  VP  Content  Marke>ng  EMEA,  EnVeritas  Group  enveritasgroup.com    

See  Eric’s  Panel:    Content  Marke>ng  in  Europe  

 

 Crea>ng  quality  text,  video,  images  or  games  content  will  give  your  customers  a  good  reason  to  be  loyal  to  your  brand  now  and  tomorrow.    

ERIC  INGRAND  

#fusionmex  eBook  Created  by:  

Shift Into Success

Tom  De  Baere  @tomdebaere  Founder,    Inbound  Fisher  b2bmarke>ngexperiences.com    

See  Tom  Present:  Content  marke>ng:  closing  the  loop      

 Those  that  fail  to  make  the  shil,  from  outbound  to  inbound,  from  egocentric  to  meaningful,  from  classic  to  digital,  and  from  art  to  science,  will  not  a+ract  customers  of  the  future.  

TOM  DE  BAERE  

#fusionmex  eBook  Created  by:  

Content Needs A Strategy

Jo  Caudron  @jocaudron  Founding  Partner,  DearMedia  dearmedia.be    

See  Jo:  Semng  the  Scene  &  Master  of  Ceremonies  

Most  content  marke>ng  is  crap  because  content  marke>ng  is  mainly  hype.  What  problem  are  we  actually  solving  here?    

The  solu>on  is  all  about  strategy  and  claiming  a  content  area  that  makes  the  difference,  that  can  build  a  real  and  loyal  audience.    

JOE  CAUDRON  

Ready to Start Your Content Revolution?

Content  Marke;ng  Conference  Antwerp,  Belgium  -­‐  10  June  2014  

Register Today!

Interna;onal  Content  Marke;ng  Experts:  Netherlands,  US,  UK,  France,  Switzerland,  Denmark,  Belgium  

Click  to  Register  

eBook  Created  by:  

Let’s  Get  Social  If  you  like  these  insights,  please  share  this  eBook!  

Connect  with  Fusion  Marke;ng  Experience:    @fusionmex    -­‐    fusionmex.i-­‐scoop.eu  

 Connect  with  TopRank  Online  Marke;ng:    

@toprank    -­‐    toprankmarke>ng.com