I work at salesforce.com as the Inbound Marketing Manager and it's an amazing time to be in this space. With more and more businesses paying attention to what's being said on social media channels like Twitter, Facebook, comments on blogs (just like this one) and more the power has shifted away from companies to consumers who tell their friends what they really think about a company/product/brand.
You might be wondering, what's that got to do with content marketing?
Well, a lot actually.
Valuable content is something that others will want to share with their network. By doing so, the sharer of content is able to build a profile for themselves as having knowledge on a particular topic. If they are creating content and sharing it, then they can build a reputation as a thought leader.
Once content is created and shared, it can be picked up by others and re-shared. Ultimately, the content can attract a significant amount of traffic back to your website and/or help with brand awareness.
I feel Australia is just about to enter a content marketing explosion. Here is an excellent article written earlier this month by Adam Barber from @castlefordmedia titled: 3 Reasons to Put Australia on Your Content Marketing Radar in 2013. He states the following -
Recent signals from the government, consumers, and the business community all suggest a really positive outlook for digital content.
To sum up his 3 main reasons they are:
1. Newer, Quicker Infrastructure
The National Broadband Network (NBN) is rolling out bringing high speed internet to 93% of Australia by the year 2012. This is going to radically change the business landscape. Also the improve mobile networks such as 4G is only going to get better.
2. Spending more time and money online
"Australians are among the world’s heaviest users of Facebook, when it comes to monthly dwell time." as stated in Adam's post. It's not only consumers online, but businesses too. In the recent Sensis eBusiness Survey (refer to my post Are Aussie SMEs using Social Media?) the Infographic has an interesting stat "51% of Facebook Users surveyed would prefer to purchase from brand that interact with on Social Media platforms".
3. Australia versus the rest of the world
"According to recent figures, 75 percent of Aussies who shop online use foreign websites and 45 percent of total online spending goes overseas (PwC / Frost & Sullivan), which suggests local businesses have some catching up to do." The key point here is unique, quality content is what will help Aussie brand be discoverable offshore.
If you want to learn more about Content Marketing, there is an upcoming conference run by the Content Institute called "Content Marketing World 2013, Sydney" in March 4-6 that will help bring you up to speed. It's the first time it's being held in Australia and it had a great line up of international speakers that are experts in content marketing.
I am thrilled to be able to offer Australia and New Zealand readers of this blog a $100 off discount for the upcoming event!
When registering, just use the DISCOUNT CODE: "salesforce"
I hope to see you there!
If you can't attend the event, no worries, you can learn more about Content Marketing by subscribing to the Content Marketing Institute Blog.
Content Marketing World, held every September in the US, is the largest content marketing event in the world...represented by over 25 countries. This year, Content Marketing World is coming to Sydney 4-5-6 March, 2013 at the Sheraton on the Park. Content Marketing World Sydney, held in conjunction with ADMA, features the leading thought leaders from around the world talking about how to create, integrate and distribute brand content to attract and retain customers. Speakers include brand experts from Kraft, American Express, McDonald's, AFL Media, Woolworths, Kelly Services, Spotify as well as Joe Pulizzi from the Content Marketing Institute and Jay Baer, author of The Now Revolution as keynotes. This is the must attend content marketing event in Asia Pacific. Early bird pricing ends 31/01/2013.