On May 1st, we’ll be holding a panel discussion at our SearchLove conference in Boston. Read on for a sneak peek at what advice our experts will be giving, plus info on how you can get involved. (Tickets for the two-day conference are available here, but we also hope to live stream this particular talk for those who can’t make the event.)
The key topic we’ll be addressing is: how do you make sure your content marketing is relevant to your brand, audience and target media outlets? In doing so, we’ll give a ‘behind the scenes’ look at the framework we use at Distilled for such pieces as The Vocal Ranges of the World’s Greatest Singers.
We’ve written this post to get you guys thinking of any questions you’d like to ask either on the day or in advance. Here’s some advice from the panel to get your mental cogs whirring.
Start with customer and brand research
In order to create content that people actually care about, your brand needs to have an intimate understanding of who its customers are.
Understanding the intersection between what your customers care about and what’s relevant to your brand is absolutely key to creating successful content marketing campaigns.
Nail the ideation process
Having all project stakeholders involved in the ideation process is key for a campaign’s success. Each team will bring a unique perspective to the table, which is important for a well rounded piece. For example, someone in PR can ensure all ideas are ones that journalists will find interesting.
Learn how to produce better ideas
Also joining the panel is VP of Creative, Mark Johnstone.
Overseeing each of Distilled’s campaign from ideation to launch, Mark has a wealth of knowledge to share.
If your audience doesn’t care about what you have to say, you need to find something they do care about.
This is a quote from his popular slidedeck How to Produce Better Content Ideas. Here’s another:
You should separate creative and analytical mode. Creative mode is fast and intuitive. Analytical mode is slow and deliberate. If you try to do both at the same time, it can lead to writer’s block.
Find the right influencers
Last but certainly not least, Britt Klontz will be sharing her expertise on PR.
80% of the work should be done before the piece is even live - hand select key influencers in the space, build relationships with these people and collaborate. They’re going to be much more likely to work with you if you involve them in the process and make them feel like they were part of the ‘behind the scenes’ action...
The hype around influencer marketing is real. Don’t underestimate the power of befriending these influencers and take the time to do your homework to make sure the content you’re pitching is tailored specifically to their beat and the interests of their audiences.
Any questions for our panel?
On May 1st, our trio of experts will be discussing all the above and more.
Submit your questions in advance by emailing firstname.lastname@example.org or by adding a comment to the bottom of this post. You can then hear their answers at the conference itself or by watching the live streaming via Twitter (follow us @distilled). Depending on the quality of recording, we might also write up a post so you can have the answers for safe-keeping.