1. The Video Play Button is the Highest Converting Call-To-Action
2. There is Hope for Blending Sales and Marketing
- Marketing and sales MUST align on content. Too much content is still product-focused; buyers don't care about your product, they care about their pain points. Figure out their pain points by collaborating with sales and picking their brains - and write about THAT.
- Try paying your marketing team the same way as sales. That's what Marketo does, because they see no difference between the roles.
- Use metrics that sales understands and cares about. Better yet, try converting your goals based on sales metrics. Find out what sales' goals are for the year, develop a content plan that will help sales reach their goals (with data to back it up), and stick to that plan for the year. Try to avoid straying from the plan (it's way easier to stray than you'd think) - by cutting it short, it never had a chance to prove its value and also sets you back to square one.
3. Create "Contagious" Content
We were lucky enough hear from Jonah Berger, the author of Contagious: Why Things Catch On. He covers the six "STEPPS" to follow to craft contagious content. Here's a quick breakdown:
- Social Currency: People care how they look to others. Make people feel special, like insiders, and they'll want to share more
- Triggers: "Top-of-mind means tip-of-tongue". Figure out what habitat your target audience lives in, find something they are thinking of everyday, and tie your product to it. Create a trigger for them to constantly be reminded of your product.
- Emotion: People share things that arouse emotion; we share when we care
- Public: Jonah points out, "the more public something is, the more likely people will imitate it". Design your product for the public.
- Practical Value: Similar to how these Six STEPPS have been designed, package useful knowledge in a way that's easy to understand and share. Circling back to Social Currency, people will share things that make them look good. Well-packaged, useful knowledge is one of those things.
- Stories: "Information travels under what seems like idle chatter". Stories are memorable, interesting, and easy to relay. Package your idea in a great story, and watch it be shared.
I REALLY enjoyed his talk, and even printed out his worksheets and guidelines post-show (from his site) so we can apply the concepts to our own marketing ideas (looks like his STEPPS were effective on me!)
Who else attended the show, and what were your key takeaways? Share in the comments below!