Content Marketing Tools, Lessons, and Experiences: A Tweet Chat with Andy

June 7, 2017 Uberflip Hub

Content Marketing Tools, Lessons, and Experiences | Uberflip

In the lead-up to this August’s Content Experience, we’ve invited our speakers to participate in a series of Tweetchats, focused on how remarkable experiences can drive every stage of the buyer journey. Last week, we sat down with Andy Crestodina, Co-Founder of Orbit Media Studios, for a tweet chat discussing content marketing tools, content experiences, inspiration, and much more. We've captured the highlights of our conversation to share with you.

Want to learn how you can create remarkable content experiences for every stage of the buyer journey? Join Andy Crestodina in Toronto for The Content Experience this August! We’re bringing together like-minded people in content marketing, demand generation and sales in order to connect them with interesting and impactful players that understand and champion the importance of experiences for the buyer journey.

Intro and Warm-up

 

Insight #1: Leverage More Detailed Research

Takeaway: Andy’s work has evolved over the last two years — he’s writing longer, more detailed articles. Orbit Media’s 3rd Annual Survey of 1,000+ bloggers revealed that the length of the average blog post is up, while shorter articles are on the decline. Articles of less than 500 words are being published with less frequency. Regardless, the research still supports the fact that frequency of publishing correlates with strong results. 

 

Insight #2: Finding Inspiration by Finding Teachers

Takeaway: Content marketers are on the leading edge of new marketing practices, which makes them much harder to mentor. Regardless, Andy found inspiration from both Sonia Simone, co-founder and Chief Content Officer of Rainmaker Digital, and Ann Handley, best-selling author and Chief Content Officer of MarketingProfs.

 

Insight #3: Content as Key to Growth, Networking, and Sales

Takeaway: Andy is a proponent of “zero waste marketing”. The idea is to narrow your content's focus and write for a very specific set of people, creating content for people who are already in your sales funnel, collaborating with prospects and partners, and using your blog as a networking tool. 

 

Insight #4: The Blog as a Building Block for Relationships

Takeaway: According to Andy, a few strong relationships can be far more important than numbers in your analytics — and, of course, winning sales deals is even better than marketing your product or service. 

 

Insight #5: Marketers, Avoid Bad Formatting

Takeaway: Andy maintains that properly-formatted content makes it easy for potential customers to engage with your business, but the practice is often overlooked. For example, he’s careful to never write a paragraph longer than four lines, and ensures scalability by implying subheads, bullets, bolding and italics, et al.

 

Insight #6: Align Your Topics to Your Audience Using Data

Takeaway: Andy believes that blog topics are everywhere; however, he reminds us that, while there is a place for inspiration, marketers often miss the chance to use their data. The sweet spot for content sits in the nexus of the analytics process and the creative process

 

Insight #7: Leverage Automation and Content Marketing Tools, but Leave Room for Art and Creativity

Takeaway: Creativity and automation are not mutually exclusive; however, Andy cautions to always leave space for the “art" when it comes to content creation.

 

Insight #8: The Amazing Power of Offline Experiences

Takeaway: While marketing has experienced a paradigm shift with the rise of all things online and mobile, most successful businesses practice a combination of online and offline marketing strategies to generate leads and boost sales.

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