I have just returned from the Custom Content Conference in Charleston, and as a first time attendee I came away truly amazed and inspired by the innovation and thought leadership in this industry. No longer the providence of simply letters on a page, content is growing up and stepping out in exciting new ways and connecting with audiences like never before.
As Robin Fisher Roffer of Big Fish Marketing proclaimed to the audience, “You are the masters of the universe!” She reminded content marketers that the big idea is still the most important element and our job is to weave the big ideas and our client’s message throughout all of their content, whether online, in print or in person. Robin also reiterated what we believe at EVG is central to content strategy – the audience is the main character in every story and, therefore, should be put at the center of every plan with content aligned to their interests.
Steve Ennen, President and Chief Intelligence Officer of Social Strategy1, reiterated some of Robin’s thoughts and believes it’s not about the latest, shiny object, or technology, but instead about the big idea and creating integrated media that delivers it with engaging content and actions across platforms and channels. He encouraged attendees to become “Intelligence Partners” to our clients and start by listening to the voices of customers and creating sustained value for them in the networks where they connect, especially social media.
David Harris, Group Manager of Digital and Alternative Media for Mazda North America, shared excellent examples of how passionate Mazda fans are when it comes to connecting through social media. The automotive industry often leads the way in the advertising and marketing worlds, so it will be interesting to keep an eye on Mazda and others as they leverage new platforms and channels in the years to come.
These are just some of the highlights as every speaker offered fascinating insights into the ever-expanding world of content. And in fact, new research confirms the content world is expanding. Released at the conference, the Custom Content Council along with Roper Affairs shared the preliminary results of a CMO and Consumer Attitude study on custom content marketing. The original study was performed in 2006. Here are the highlights of the 2011 study:
Chief Marketing Officers
• 35% of CMOs surveyed believe that custom content marketing is the future of marketing, versus 19% in 2006.
• 73% of consumers prefer to get information from a company in the form of a collection of articles versus an advertisement.
• 69% of consumers like that custom content marketing targets their interests.
• 67% feel that custom content from a company is valuable.
At Enveritas Group, we couldn’t be happier to see that companies and customers are recognizing the value of our services. Thank you to everyone at the Custom Content Council for all the hard work and effort that went into creating such a fabulous three days.
EVG Creative Director