This week, eMarketer published an article titled “Content Vaults to No. 1 Marketing Priority for 2013.” At MSL Chicago, we’re also seeing content strategy as a focus for many marketers.
On January 31, MSL Chicago sponsored a workshop hosted by the American Marketing Association on content marketing. The session was titled “Growing Your Business Through Content Creation, Curation and Conversation.” The presentation took place at 1871 in the Merchandise Mart (conveniently located for us), a community hub for digital designers, engineers and entrepreneurs.
Our SVP of digital strategy, Laura Chavoen, kicked off the presentation discussing a number of case study examples of companies using content marketing effectively. She then dove into a high-level overview of how to develop a content marketing strategy. Laura discussed the importance of identifying your business objectives first, then auditing your customers, competitors, channels, existing content and creators before creating a content plan. She also shared a few examples for execution and measurement.
Andy Crestodina from Orbit Media Studios presented the second half of the workshop and discussed a number of tools and tips for brands to develop and optimize content for search engine optimization.
More photos are posted on the AMA Facebook page. Almost 150 guests attended the event and there were several follow-up questions after the presentation. It’s definitely a sign that more brands are seeing the value in content marketing and the importance of developing a robust content strategy.
How is your company planning on integrating a content strategy into your marketing plans in 2013?