Upcoming Marketing Conferences

Conferences are a great way to remain connected with your industry’s latest developments. It is also a fantastic opportunity to grow your network and score some valuable leads. We’ve gathered for you a list of the best upcoming marketing conferences that will happen in June 09.

SMX Advanced

June 2-3 2009
Seattle, USA
From $1495 to $1595 depending on when you purchase the ticket.

The Search Marketing Expos are a great place to connect with like-minded individuals while perfecting your skills through advanced workshops and conferences. Note that Google’s Matt Cutt and Microsoft’s Qi Lu will both present a keynote at the event. The conference will take place in Toronto.

For more details on the SMX Advanced conference click here.

Mobile Marketing Forum

June 2-3 2009
Grand Hyatt NYC, NYC, USA
From $1195 to $2010 depending on ticket type.

Some people say that mobile marketing will be a vital milestone for marketers in the near future. If you’d like to get familiarize with this fairly new field, this conference would be a great entryway!

For more details on the Mobile Marketing Forum click here.

Velocity, Web Performance and Operations Conference

June 22-24, 2009
Fairmont San Jose, San Jose, USA
From $395 to $1395 depending on ticket type.

If you want to improve your website building skills while also meeting experts in your field, the O’Reilly conference is the place to be.

For more details on the Velocity Conference click here.

White Paper on White Papers – A Review

We recently stumbled upon a great white paper on the topic of… white papers. It seemed unusual at first that a document’s content and form would be so intricately related, but upon reading the paper we realized it made a lot of sense.

The document is appropriately called A White Paper on White Papers: Emerging Strategies for Delivering Traditional Content in New Media Channels and was written by the folks at Eccolo Media. You can download the paper for free upon registering. They introduce the topic of white papers through its technical origins and how it morphed over time to become a business and lead generation tool. They’ve also performed a survey on the matter of white papers and generously shared the data with their readers. Here are some highlights:

  • On 155 surveyed people, 44% mentioned they believed white papers to be very influentials.
  • 67% of respondents reported sharing white papers with their colleagues.
  • 25% of readers shared the paper with more than 5 people.
  • 70% of the people surveyed prefer reading papers on their desktops instead of in print (from MarketingSherpa’s Benchmark Guide).

These data advocate that digital white papers are well-worth looking into. PDFs allow for documents to be easily shared and can integrate hyperlinks. The latter is an incredible addition to your essays since they can redirect readers to your website in order to access more information, or simply to join a discussion on the matter. As Eccolo Media points out, it’s best to “stop thinking of the white paper as an airtight entity that must be consumed in a particular way. Think of it instead as a succession of value-added copy blocks—thought-leadership nuggets that can be lifted wholesale from the white paper and repurposed for maximum sales enablement.” Indeed, digital copies allow you to segment your content, to make it more focused and niche-oriented, but also briefer. People scan digital content, looking for what they’re after.

There’s a whole lot of information in this white paper for those of you who write or commission white papers that could help change the way you market them. It’s well worth looking into!

How to write compelling content and connect with your readers?

This is the fourth installment of Content Marketing lists for the month of May. The first installment was The Content Marketers – List of ‘How To’ Blog Posts, the second installment was The Content Marketers – List of Lists – Part 1 and the third installment was The Content Marketers – List of Lists – Part 2.

There is so much to be learned about writing and how to connect with your readers. Buckle up for a fantastic ride. What follows is a collated a list of (pure gold!) resources for you to enjoy and improve your writing skills.

Today, marketing is a two way conversation. How can you incorporate interactivity in your content? Brian Clark and Patsi Krakoff discuss how to spark interaction with your audience that increases engagement. Although their tips are for bloggers, the lessons are applicable to anybody creating marketing content. Patsi Kraoff’s blog post is 7 Top Ten Ways to Get Readers to Respond. Brian Clark’s blog post is Four Easy Ways to Create Innovative Content With Interactivity.

All content creation is to get the reader to think and take action. How do you connect with your readers and make them think? Patsi Krakoff says that all readers are different and are looking for different things. She discusses how to make a connection in her blog post 8 Simple Writing Steps to Connect with Readers. Once you have made a connection, the goal is to get the reader to ‘think’. Patsi’s insights on stimulating readers is given in her blog post 10 Ways to Write to Make Readers Think. Denise Wakeman’s shares her insights on 10 Ways to Connect with Readers.

Isn’t the goal of all writing to influence the reader in some way? How do you convince your readers to do something or agree with your point of view? Read Brian Clark’s blog posts Ten Timeless Persuasive Writing Techniques and The 5 Immutable Laws ofPersuasive Blogging. Jennifer Stewart’s insights on getting readers to follow a particular course of action is at How To Write Persuasively.

Michael Stelzner shares his picks of blogs, blog posts and books where you can find doses of inspiration on writing better. Read Michael’s blog posts Top 10 Blogs for Writers – The 2008/2009 Winners, Top 10 Blog Posts for Writers (The Best From The Best in 2008!) and Top 10 Books for Writers – The Finalists.

Key lessons that apply to writing white papers and eBooks

  • Use a title that is creative, interesting and attractive. The title should indicate what the reader will learn.
  • Capture your reader’s attention by posing questions in the beginning of your content.
  • Focus on the problems of the reader and how your solution will help solve those problems.
  • Show, rather than tell. Give proof of why your solution is the best. For example, use case studies to highlight the benefits of your product.
  • Write persuasively to convince the reader to take action. Talk about benefits of your product solution rather than a laundry list of features.
  • Introduce interactivity in your content. For example, create a video of your product instead of writing a long data sheet.
  • Have an explicit call for action towards the end of your content.

I hope you have found this list and the other three lists from earlier this month(The Content Marketers – List of ‘How To’ Blog Posts, The Content Marketers – List of Lists – Part 1, The Content Marketers – List of Lists – Part 2) useful. There are many valuable Content Marketing tips and lessons in these lists. Which is the one tip that you found most useful? Write it down and implement it.

Best Quotes from the Content Marketing Experts – Chris Brogan

Welcome to our amazing recap of some of the best quotes from Content Marketing experts! We have spent quite a bit of time reviewing influential blogs and articles from the past few years, gathering some great marketing gems along the way. Content and marketing go hand in hand; developing quality, meaningful and unique content is a sure way to growing a fan base, strong link equity and to generate discussions. Intrigued? Just listen to what the experts have to say! Today is all about Chris Brogan.

Chris Brogan

Blog: Chris Brogan
Twitter: Chrisbrogan

Content marketing is the ability to produce useful and entertaining information that is worthwhile on its own, but that might also be useful towards a sale or subsequent action. Why spend time, money, and creative effort making fake, glossy, slick pieces of marketing material when something honest and informative (and ENTERTAINING!) would likely do a better job?

Chris Brogan is on to something here: if you’re gonna create materials for a marketing campaign, why not instead put your efforts in building useful and informative content?

Advantages of Building Original and Informative Content

When creating useful content for your readers, many good things can happen to your site or blog. Indeed, people usually browse the internet to fulfill a need – they want to entertain themselves, source information, connect with their family and friends, organize their data, look for a job, etc. Basically, people use the internet with a purpose in mind. By providing your readers with information they might be looking for, you will attract traffic.

Traffic is a good thing, qualified traffic is even better. Let’s say you have a shop that sells bicycles and you’re looking to increase your traffic. You could spend money on marketing campaigns and on creating great looking ads. These are valuable measures that would attract eyeballs, but these eyeballs might not be qualified. Now let’s say you decided to setup a blog on your site where you would give advices on maintaining bicycles, on the best routes in the area and on winter cycling. You could create video tutorials, host them on Youtube and embed them on your blog. You could also ask for your readers’ participation by asking them to send their favorite cycling itinerary that they created on Google Maps. You could even start a “Pimp my Bicycle” series and ask your readers to send you their photos of their modified bikes to host on the blog.

This sort of content could prove to be very useful to the cycling community. Since content is recurrent, qualified readers will come back for more and start participating. This creates loyalty, trust and a sense of belonging. It’s a great way to introduce your business and your way of doing things to your readers. People tend to trust folks that they know – that is important for your business. By getting to know you, they might be more enticed in becoming customers.

Creating quality content is also the best way to build link equity as other people in your niche will start reaching out to you, and vice versa. The more quality inbound link you receive, the better your search engine rankings will be. As pointed by Chris Brogan, a great Content Marketing strategy will prove more fruitful in the long run than a traditional marketing campaigns.

We hope you enjoyed reading about the wisdom of these Content Marketing Experts in the past two weeks.