My recent presentation at Content Marketing World Sydney seems to have been popular enough for the Content Marketing Institute to ask for an encore performance as a free webinar for US marketers on May 8, 2013.
What japes! Especially as I live in Sydney. This means my alarm clock will go off at 2am to give me enough time to brew a vat of strong coffee while I run around the block to kick start the engine.
Anyway, it’s going to be fun. The moderator will be the CMI’s man of orange, Joe Pulizzi, and the webinar is made possible by the fine chaps at Act-On Marketing Automation software.
10 Tips to Build an Audience with Content Marketing – Lessons from the Nightclub Dance Floor
US Event Date: May 8, 2013 2:00 PM ET / 11:00 AM PT
AU Event Date: May 9, 2013 3:00 AM AEST / 1:00 AM AWST
Note: Australians who register don’t have to get out of bed in the middle of the night. That’s just me! A link to the full recorded webinar will be made available to you after the event.
For ten years in the late eighties/early nineties, I worked as a nightclub DJ in the UK and Australia. In those analogue days discs still meant vinyl, the internet probably meant a female work experience employee and a social media bulletin board was… well… a bulletin board. Pins were real pins!
My last regular gig was in 1998. It was obvious that I would never develop the middle-aged flabby waistline of my dreams if I didn’t find myself a sedentary desk job. So it was time to pretend at being a grown up.
Cut to 2007 and a marketing department in a web hosting business. Twitter was still fresh out of the box with most people wondering whether it had any use at all. Facebook has just stolen the crown from MySpace as the best place to reconnect with school friends you’d spent years trying to forget. SEO seemed to be the most important three letters on the planet. Blogging was begging to be taken seriously as a marcomms tool or even (gasp) journalism.
And I kept going back to my experiences in the nightclub. We never described what we were doing as ‘content marketing’ but it’s exactly what it was. Using content to attract as large an audience as possible into a sales funnel that ends at the bar.
So here is content marketing explained through the analogy of the nightclub. (I love a good analogy!)
- Why every follower isn’t a lead but is still worth something to you
- Why technology and tools matter less than you might think
- Why likes, followers and connections aren’t enough
- Why a strategy is only as good as its worst day
- Why social media effort comes first, not last
- Why SEO marketing is often upside down
Back in 2009, I wrote a three part series on how my days as a DJ gave me a useful perspective on social media marketing. If you’re keen for a taste of just three of the tips I’ll be exploring in the webinar, start here.
- Rock DJ Part 1: You don’t build communities
- Rock DJ Part 2: Free is Better Than a Cover Charge
- Rock DJ Part 3: The show must always go on
I hope you can join me, the Content Marketing Institute and Act-On next Wednesday for what should be a fun webinar that may just cause you to look at your content marketing and social media strategies from a slightly different angle.