As I plan for Content Marketing World Sydney 2014, I’ve been reflecting on the wisdom got at the 2013 event. A modified variation of this article initially appeared as a print short article in The West Australian newspaper last year. The courses are still surprisingly appropriate and most definitely worth taking another look at taking into account Google’s current application of the Hummingbird formula. I’m really looking forward to listening to Todd Wheatland talk again this year. (Plus he’s based in Sydney now so with any luck the content marketing area in Australia reaches see a whole lot more of him.).
Joe Pulizzi at Content Marketing World Sydney.
Just how Mobile Is Changing Everything For Marketers.
If ‘mobile’ belongs to your future preparing, it’s time to make it a priority. Todd Wheatland made this factor in his presentation at Content Marketing World Sydney. A graduate of UWA and Curtin University, Wheatland is currently based in Paris as the VP of Thought Leadership and Marketing at Kelly Services. His discussion on aesthetic storytelling was an eye opener.
Smart Phones Dominate.
Todd Wheatland of Kelly Services.
According to Wheatland, over 70 % of Australian mobile phone users aged 15-45 use mobile phones. In his estimate this makes mobile a mature issue or a “done deal”. But the large issue for brand names is most content isn’t really suitable for checking out on a mobile device. As the cell phone comes to be an expansion of the human arm, audiences considerably anticipate content to be available at their fingertips.
“When folks are on social networks they also intend to take in something without needing to leave that spot,” detailed Wheatland.
“Ultimately you could be attempting to market a huge piece someplace, permit’s state it’s a white paper resting on your very own web site.
“If you’re resting on Facebook and mentioning ‘Hey, we merely haded a brand-new record, go download it.’ that’s not good. That does not play well in a mobile social setting.”.
Social Layer Trumps Websites.
Wheatland attributes this to the modification in online search engine algorithms. Photos and video are prioritised by Google.
“It’s taken place considerably in the continue 18 months and will certainly continuously occur additional.
“Your social network and the content that they’re sharing and engaging with is going to start showing up much more heavily in search engine result.”.
Multiple Devices Are The Norm.
Not simply are consumers linkeded into their phone, they’re most likely to be utilizing numerous tools and typically in unison.
“We have TVs, we have desktops, we have laptops, we have tablet computers, we have mini-tablets, we have phones– all this things. We’ve essentially taken TVs off the wall surface and put them in our pockets.”.
The difficulty to marketers, in Wheatland’s view, is the trouble in preparing for where the content will certainly be shared, which will certainly be checking out it and exactly how that habits will certainly change in time.
Exactly what This Means For Marketers.
As consumers dislike checking out websites, marketers need to ensure their stories are being dispersed in spots that drive quality traffic to your company. As online search engine and customers give favoritism to videos and images, you cannot rely upon your website to supply your brand name message.