Does your brand have a content marketing strategy? How are mobile technologies influencing content marketing trends? How do marketers get exec support and funding for content marketing programs? How do they show success?
In last week’s edition of Thismoment’s webinar series, Transform Your Content Marketing: From Brand Selling to Storytelling, Altimeter analysts and digital marketing thought leaders Rebecca Lieb (@lieblink) and Jeremiah Owyang (@jowyang) tackled these questions and more.
Lieb and Owyang defined 6 different models that marketing organizations could implement to support their content marketing efforts. (Thanks to @redbricksmedia for summarizing in this blog post.)
The webinar sparked an enthusiastic conversation in the Twittersphere:
Listening in on the #contentmarketing webinar w/ @lieblink & @jowyang. Content must be created in harmony among all departments. #TMWebinar
— kelly a kriegshauser (@kakriegs40) July 18, 2013
“A shift from ‘push’ to ‘pull’ marketing is imperative for brand survival.” #contentmarketing #tmwebinar @jowyang @lieblink @thismoment
— digitaldamsel (@digitaldamsel) July 18, 2013
Perhaps the most shocking revelation was this:
.@lieblink exposes @jowyang as “a gigantic zombie fan”! #TMwebinar
— Thismoment (@thismoment) July 18, 2013
Key takeaways included:
- Content initiatives are a significant investment
- An effective strategy requires holistic organizational change
- Paid, owned & earned media must be integrated
- Marketers should beware shiny new channels and technologies
- Content marketing requires cross-functional coordination and participation
For a deeper dive into the insights offered by Lieb and Owyang, we invite you to watch a replay of the webinar in its entirety here. Enjoy!
