The hashtag left somewhat to the imagination plus some comments on my Facebook page, but its content sure set the tone. The organizers went out of their way to get some big references over to the Race Circuit in Zolder. The Audi R8 racing beneath our feet was a bonus and torture at the same time.
Content was the name of the game and did this game get played. What generates great content? Emotion, so it seems. Nearly every presenter advised us to use emotions to create content that sticks. And whereas #DMF13 did not get farther than an emotionless stressing of how you have to track data and traffic, #SMdayBE actually gave pointers on how to analyze that information and put it to good use.
And how does one do that?
1. Good content should be in your DNA and come from the heart, dixit @dadovanpeteghem.
B2B does not stand for Boring 2 Boring. You and your company are passionate about what you do? So are your customers - find them on the social channels and reach out them. Talk about what they’ve been up to. Emotion triggers interaction. And word of mouth translates online. So engage with your online ambassadors.
2. Whip a conversion strategy into place, @conversionation recommends.
Research, analyse and make an informed decision. What do you want to achieve? How, with whom, at what timing and to what effect? Then you focus on preparing the content. And don’t forget to tap into the information resources available with your internal team of sales, IT and marketing.
3. Tell us a story. The most captivating ones are the ones our mother told, @guidooohh reminds us.
She told them in a slow flow, but they stuck by us for the rest of our lives. Remember how she added more dragons or fairies to the story based on our reaction. That’s content generation - base it on what people want, not what you think they want. And deliver the message on an emotional, rational and esthetic level. Use your facts and figures to tell a story, but make it a compelling and a visual one. Most presenters used a short video to illustrate their statements, the style of the video was adjusted to the content. You match the shoes with the dress, match the visual with your content.
4. Content communication is not a quickie, it’s a relationship. So treat it as such, @Contentgirl advised us.
It should be meaningful and feel right when you’re doing it. Not getting that vibe? Work on it! A practical workshop at the end of the day taught us that the hard way.
5. Respect the organic flow of the digital/social loop.
Collect the info, analyze it and turn it into content. Push the content out and aim and be ready for an organic/viral approach. Solid advice from @philippedepuydt.Collect and analyze that data. Rework. Interact. Experiment (heard of wifi marketing yet? I didn’t).
So what am I going to do with what I picked up?
Try it. Fail. Try again. Feel. Grow. Learn. A new mantra is born.