Er du fast læser på bloggen, har du sikkert fulgt med i min dækning af Content Marketing World. Jeg har siden talt med AJ Huisman. AJ var blandt talerne på konferencen og mener at tiden for push marketing er over. Her giver han en inspirerende peptalk til marketeers, der mener det seriøst med content marketing.
Godt indhold er fundamentet for vellykket online marketing og motiverer køberne til at lave forretning med dig. På Content Marketing World talte AJ Huisman, der er Marketing Director hos hollandske Kennedy Van der Laan Law Firm, om at bygge indholdsfabrikker. En indholdsfabrik er et sted, hvor marketeers konstant snuser efter nye historier, som giver mening for deres potentielle købere, fordi indholdet hjælper kunderne med at løse deres problemer. Med andre ord: Marketing professionelle kan lære af journalister.
Her følger et skriv af hovedpunkterne fra min dialog med AJ:
Hvordan ser marketinglandskabet ud i dag?
Not everybody in marketing outside the content bubble fully understands the way the future of marketing is shaped. Marketing in many countries is identical to bad advertising and sales people trying to push products down your throat. The tendency of push marketing is over. You have to start showing value up-front, you have to build a reputation for yourself and your company by showing you care and provide help in real-time.
Hvilken fejl ser du oftest hos marketeers?
“Nobody cares about your products, except you” is how David Meerman Scott puts it. And he is right but not many companies grasp that concept. There are a few examples of companies that get it but most don’t. I talked at Content Marketing World about transforming Professional Services Firms into Content Factories. Even in such companies, where knowledge is high on the agenda, you see few examples of firms providing valuable content. Instead they are talking about how many offices they have and when they were founded.
Hvad kendetegner godt indhold?
Consumers, in B2B and B2C, are tired of being sold to, they want to buy and we as content marketeers are in a great position to build their motivation to buy by providing great content. Content that helps our (repeat) buyers to improve their lives or solve their problems. Content that has a human voice. Content that is entertaining, helpful or preferably both. Show value and win! Go on!
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Rigtig spændende interview!