The event started with beer, burritos, and bonding, and I met a bunch of enthusiastic lovers of content creation and marketing. It was awesome to see a community of people with an excitement and passion for content. Arestia and Jay put together a panel of four content marketing professionals: Lora Kratchounova, Principal at Scratch Marketing + Media; John Dukakis, SVP and Co-Director of Content at Hill Holiday; Boris Revsin, Co-Founder and CEO of CampusLIVE; and Chase Garbino, Co-Founder and CEO of Streetwise Media. The panelists answered questions regarding the difference between journalists and bloggers; why brands are bringing in content creators; and how content ROI is measured.
Over the past decade, the idea of marketing changed from making people want things, to making things people want. This is incredibly compelling and transforms the way brands, agencies, media, and retail companies market. The consumer is now the decision maker. Amazon.com used to sell only books, but their customers wanted more. Now, you can buy a closet organizer, a treadmill, and a pair of jeans on their site. They listened to their customers and have grown exponentially. So where does content come in? If customers, or consumers, create content for a company, it builds engagement, association and trust. Consumers have the voice.
If consumers have the voice, how do brands, agencies, media and retail companies make sure the content being created about and for them is good? Can anyone write? The more traditional marketing mediums said, no. “There is a difference between writing and typing,” said Hill Holiday’s John Dukakis, “there is a difference between people who can tell stories and those who can’t.” One could argue that we as people pass information through stories, so couldn’t you say that anyone with information can tell a story? The main point of this discussion was that good writing will survive and bad writing will kill your company, and fast; recruit good writers, whether they are journalists or bloggers.
While the journalist versus blogger debate is still subjective, the measurement of content’s ROI is objective. Companies using content marketing want to know its ROI. John Dukakis’ answer resonated with the audience: Measure ROI in long-term engagement and the association consumers feel with your brand that keeps them coming back. The solution: original and relevant quality content written by a human. Content is everything–and it’s our business.
Grace Pasciullo is a health nut and a nature lover, and she works as the Writer Recruitment Manager at Skyword. Follow @Grace_Pasciullo on Twitter.