Making content sharable
We’ll start with Laura Edwards from Nitter Natter, who asked the eternal question: “How do we make our content sharable in a world of social media galore?” The answer, according to Laura, is to make the required investment and effort, and remember that content marketing really is a long game. She advised, as many speakers did throughout the day, to ‘get niche’ – the more specific your content, the more likely it is to be found by the people that want to read and share it most. Another interesting point from Laura was that sometimes getting more shares is as simple as moving the share buttons – a blog she worked on saw a 40% increase in shares over two weeks once the buttons were moved from the bottom of the page to the top.
Dan Fielder brought a few interesting stats to the table – most notably the fact that 65% of businesses haven’t updated their blog for over a year! Whilst we balked in horror at this fact, Dan also reiterated Laura’s advice about finding a niche, working with contacts and having lots of ideas – you’ll have good and bad ones, but when it comes to content, you can never have too many!
The right mix of content
Sarah Howard gets an honourable mention with her five step plan for generating the right mix of content:
1. Get to know your audience and immerse yourself in their interests
2. Perform a content audit to take stock of the great stuff you already have (and tidy up anything that’s not so great)
3. Focus on your analytics and see how much traffic you’re getting from content
4. Try it then refine it – you can always improve on your content
5. Involve the whole company in content creation – everyone’s expertise can feed into the strategy
Later in the afternoon Amanda Poole-Connor drew attention to video, one of the fastest growing areas of content, and shared some great stats that show why we should all be getting involved. There are currently 4 billion video views per day; YouTube is now the second biggest search engine behind Google; and by 2016, video is expected to account for 86% of global consumer traffic. Most crucially, your site is 50% more likely to appear on the first page of the search results if it features a video – and if that isn’t an obvious reason to invest in video, we don’t know what is.
Buzzfeed’s success story
Luke Lewis rounded of the day with some insights into the way that he grew Buzzfeed’s UK offering into a “new media company for the social age”, with thousands of social shares each day. Luke said that much of Buzzfeed’s success lies in its combination of humour and nostalgia – the emotional component which makes people feel compelled to share – and with 7,715,364 views on a piece entitled “26 Moments That Restored Our Faith In Humanity This Year”, we think he might just be on to something.
… and the aforementioned robots!
And finally, we couldn’t put together a ‘best bits’ blog without a mention for Ben Redford, as his baffling session title ‘Robots, gumballs and Marxism’ turned out to be one of the most innovative and interesting ideas we’ve seen in a while. A product designer who’s actually not immersed in the world of content, Ben focused on the idea of physical rewards for online activity, and in doing so created Olly, a robot who releases a scent every time you get a social share. When a Kickstarter campaign to raise the money to manufacture Olly failed to gather enough momentum, Ben went on to create Polly, a robot who gives you sweets for your tweets. Bonkers, yes, but also brilliant. If you’d like to see Olly and Polly for yourself, visit http://www.ollyfactory.com/.