A couple Koi-Flyers recently attended the Content Marketing Forum, sponsored by Digiday and The Foundry, in New York City. They listened in on panels and conversed with content marketers from all over the country. 

Here are our top five takeaways from the forum. Scroll to the bottom to check out the video highlight!

 

Community is the Ultimate Platform

Greg Gittrich, Chief Commercial Officer at SoulCycle, understands the importance of the SoulCycle class talent. He explains that a business is built around the talent/ambassadors/evangelists, whatever you want to call them, and the relationship they have with the community.

When you’re creating an ad, find talent who truly loves the brand rather than hiring actors. We did this with the “Start Your Own Legacy” Infiniti campaign in conjunction with Philadelphia and Boston Magazines. We partnered with local influencers who actually drive Infinitis, like Saxbys CEO and Founder Nick Bayer, to make the campaign feel more authentic. 

 

Organizational Dynamics Aren’t Sexy but Make a Difference

Many teams are siloed by the commercial, ad and social media departments who all produce different styles of content and different budgets.  It becomes difficult for brands to keep a consistent style and branding across all platforms. Teams need to work together on a common goal including rules, goals, styles and ROI measurement for the produced content. 

 

ROI Sits on the Iron Throne

Having quality content is incredibly important – but what is more important is understanding what is working and what is not working for your audience. 

Before you produce any content, ask yourself some questions that relate to your business goals like,

  • “Is the content ownable or authentic to the brand?”
  • “Is the content changing the perception of the brand in anyway and can you prove that?”
  • “And at the end of the day, does this content provide a business result?”

Although, it’s tough to provide an exact answer to the business result question, define what a successful conversion is and put trackers in place on your website to analyze audience behavior after viewing your content. 

 

Influencer Marketing Can Work, but Choose Wisely

Always think quality over quantity. IFC Director of Brand Marketing and Audience Insights, Jeannine Irons, explained that the network is a niche brand that has a niche audience. So to keep them engaged “Always on, Slightly off” isn’t just a tagline, it defines everything they do. 

They are a network that embraces the unexpected. 

Before they developed their influencer marketing campaign they started with two questions,

  • “Does this add value to the campaign?”
  • “Does this add to the story we’re trying to tell?”

The biggest thing about influencer marketing is quality over quantity. It’s not always smart to go after the influencers who have 1 million followers. Know your audience, and go after the influencers that speak their language. 

 

Repurpose, Repurpose, Repurpose

A single 2-4 minute piece of video content can be edited down to a snackable content collection that can be distributed on multiple platforms. Think various 30-second video cutdowns for Instagram, 10-second cut downs for Stories, gifs for Twitter, and a resized cutdown for banner ads. A how-to video could also be converted into an infographic, blog post, or highlight tweets.

Get the most bang for your buck by repurposing your content as much as possible to reach audiences the way they like to digest content. 

Well, that’s what I got for you today! If you like what you heard, make sure to comment below and visit us at koi-fly.com.

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