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As a summary of my activities for DMEXCO 2018
- the panel with Vice and Expedia (watch the video on YouTube)
- my interview with MarTech Series
- my article for MarTech Series, also included in the list of top 10 articles of the week by PageTrafficBuzz
- my DMEXCO summary with top marketing trends – via MarTech Series
- Know your Audience – The Role of Data in Content Marketing. The Podcast of the Berlin Business School of Creative Leadership
Just few weeks ago I started a new collaboration with The Story Group/Lifonti & Company, an Italian agency who is literally paying a lot of attention at the content marketing space. I will support them and run their content marketing efforts in Italy. At the same time this collaboration will give me the opportunity to closely look at the country from a digital marketing perspective.
Had the opportunity to chat with many people in the last several weeks and the feeling is that interest for content marketing in Italy is rapidly growing. At least, this is my perception. First content factories have been established, companies and agencies are starting to think about content and move investments from traditional advert to content creation. Still, the market requires lot of education and this is the reason why this is a good momentum to be in countries like Italy.
Definitely not my intention to leave London; but Milan is my home town after hall, and these market evolutions are something that I am closely investigating.
For the first time ever I have been invited as a guest speaker by a University. Specifically, the London South Bank University. I will be introducing Content Marketing Strategy at the ‘Emerging Issues in Marcomms’ module, which is part of the MSc Marketing Communications course.
I have been speaking so many times, and I’ve been in front of very diverse audiences; but this is a special invite. And it makes me so excited!
More details in the next few weeks.
First, I’ve learned that the Italian SEO community is small circle of badass experts, has a huge reputation and is super respected internationally. I’ve met lots of incredible SEO folks and I’ve attended so many great sessions. The level of SEO knowledge here is just impressive. I’ve learned a lot, and I invite all of you (the 5 readers of this blog) to get to the SMXL site and to look for the presentation decks once they will be made available. Some were really remarkable. Hat tip to the Italian SEO community.
Second, I’ve learned that the folks who have organised this event are a small team of professionals who have put a lot of passion with the event organisation and have made something special with a very personal touch. Yes, there might be some space for improvement, but what on earth hasn’t things to be improved? Well done, Sante and team. And thanks again for having me as part of SMXL speakers lineup.
Third, I have learned that most of the Italians attending were super-fluent in English and the simultaneous translation was used mainly by non-Italians to understand local speakers. And I was very proud of it.
Fourth, I’ve learned that very few speakers have addressed content marketing or content strategy as a topic; and that there is still a lot of confusion about content and social media. Social media are a content distribution channel. One of the many. Without a solid content strategy you won’t go anywhere. But still many presenters addressed social media as they were the atomic particles of their strategy. That should be content, instead.
Fifth, I’ve learned that there are still social media stars in Italy. They talk about stuff like hashtag, impressions and viral things. One session was even called “meet the media stars”… And the worst thing was that I saw many youngsters taking selfies with them (while they’d have spent a much better time attending SEO sessions).
Finally, my session. I’ve learned that after presenting so many times in English, I need to make a much better job whenever I switch to Italian, which ironically is my mother language. Also, I’ve learned that the topic (how to apply principles of psychology to design, content and social media) has generated lot of interest, questions and contacts. The deck is here (http://bit.ly/psychologysmxl) just in case you want to have a look.
Yeah, true. I had no clue about how to film a short introduction to SXML until this morning. No idea about how to use iMovie too. Spent 3 hours filming like an idiot, downloading and editing stuff. Well, this is the result. It will be published on SMXL’s site.
I will never – ever – attempt to write a CMW summary. Too many great, awesome, wonderful summaries all around. And so I decided to go with a summary of all recaps. The ones I will find around. Mainly for me and to complement my personal notes. Then for you as well, if you are one of those 10 people regularly reading this blog.
Yet no posts
Love this extract from the last summary:
One stat I heard over and over again this week is that 5 percent of all content drives 90 percent of conversion. This led me to ask the most obvious question: why do we even bother with the other 95 percent of content we create?
There are two schools of thought when it comes to content creations. The first says that brands should be creating content on a regular basis and hope that some of it resonates with your audience. The other, says that we should spend our time and energy perfecting and optimizing the content that converts and forget the rest.
I think there has to be a happy medium. In a recent Monday Marketing Minute video, I discussed the importance of publishing frequency. From a purely SEO standpoint, it appears that frequency is king. But from a conversion standpoint, quality beats quantity every time.