…And four other things we learnt from our Content Over Copy event

For those of you who missed our Content Over Copy event last week we’ve boiled down hours of dynamic discussion on the future of content marketing into the five key talking points that dominated the conversation.

1. Content is the new creative

B2B content used to be about business issues, challenges and solutions. This information was useful to buyers but it was often dry and couched in jargon.

Now the tide is turning and B2B content is taking on the role of traditional advertising creative that seeks to engage audience emotions in order to drive action.

Understanding the emotional drivers behind audience behaviour helps companies develop content that resonates with buyers on a personal level. The result is sustained engagement with prospects and stronger bonds with existing customers.

2. Viva the visual revolution

The value of visual content is no secret but many B2B organisations have remained reticent to invest in the development of videos and graphics.

This may soon change however as the case for visual content has never been more compelling. Crucially, visual content generates tangible results. One speaker at our event explained their agency has secured 12 sales meetings from a video-led campaign that was sent to only 120 contacts.

The good news for B2B organisations is that visual content isn’t as it expensive as it seems, especially in the case of video. High quality films are now being recorded on smartphones and hiring a production team can be surprisingly affordable.

3. A positive attitude can be powerful thing

Playing on buyer fears is an old trick that still works but it can also be a double-edged sword.

Constantly focusing on the negative can make a brand appear cynical and aloof and won’t encourage buyers to engage your business. Saying ‘I understand your problem’ is a much better way to start a conversation than ‘innovate or die’.

Understanding and influencing how buyers feel when they’re consuming content is now crucial and delivering a positive experience trumps intimidating your audience every time.

4. Counting clicks is not enough

Opens, clicks and downloads are mainstays of the traditional content marketing report but they only tell part of the story.

Sentiment is the missing piece of the puzzle. Knowing how your audience feels about your content can reveal context and help you build a more rounded image of your audience.

PR and social professionals are already attempting to quantify sentiment and content teams can better understand their audience by aligning themselves with these departments.

5. Is the PDF passed it?

First launched in 1993, the humble PDF is struggling to keep pace in a rapidly changing digital-first world.

PDF documents aren’t optimised for social sharing and can be difficult to browse on mobile devices as they’re designed to be printed.

Although it’s unlikely this trusty format will be retired just yet, content creation tools such as Turtl present a tempting alternative. This intuitive software allows users to create beautifully designed content quickly and easily. Videos and polls can be integrated into flexible templates and the software automatically tracks audience behaviour so you can gain a clear understanding of what’s working (and what isn’t!).

So there you have it. Content Over Copy was the first in a series of events exploring new content marketing frontiers. To be the first to hear about what we have planned next, join our Meetup group here.

If you’re a content king or queen and you’d like to speak at one of our future events, drop us a line here and we’ll find a session to suit you.

Social media, big data, Blog, content marketing strategy, data-driven


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