Content. The concept has been central to communication since the first cave-dwelling entrepreneur tried to show off his new invention: the wheel. The instant he was asked what it was, why it was needed, and how it was different from all the other round rocks lying around, he needed an answer. He needed content.
Since then, we’ve been focused on the whats, whys and hows of just about everything, and that means churning out content. Whether we’ve been raising royal coinage for sailing voyages, fomenting revolts, entertaining audiences, or selling dish soap, we’ve needed content.
So why is that word suddenly top-of-mind now?
The truth is, we’re all looking for the most efficient way to put companies, organizations, products, ideas and concepts in front of people, and not just anyone – the right people. The trend is driven by technology. Specifically, search technology, which is not just at the core of Google, Yahoo, and Bing, but also the social platforms such as Facebook, LinkedIn, Twitter and others.
Search has gotten so much smarter since the days when all we had to do was slap up a website and fill it with meta tags. It now focuses on relevance, activity, and population, and marketers have been scrambling to keep up. Now we’re all content marketers, firing barrages of words across numerous web platforms, hoping the right people will see them and send the embedded links to their friends, who will like our funny little videos and google our site. At some point, we’d like somebody to follow a link to where we can sell them something. Right? Right?
The product is almost an afterthought now, in a land of publishers. And maybe that’s as it should be. Frankly, the web is a much more interesting place today, where you can ignore the tech specs, ads and signup forms and instead read and watch tons of informative, funny, thought-provoking high-concept articles and videos that you can easily spread to others.
Who’s selling anything in this paradigm?
Well, a lot of great companies are rising on the content wave, because they know how to turn content into revenue. Specialized software firms, publications, and consulting firms have capitalized on it, as have many traditional firms that focus on some component in the marketing value chain. They create and discover better ways to make specific content campaigns trackable, so marketers know exactly which piece of content, in which channel, is delivering the greatest return on their efforts.
One such company is DemandGen Report, a publication that helps Business to Business (B2B) companies align their digital marketing and sales efforts to drive revenue growth, through better management of their demand generation efforts. That means content and conversion.
Andrew Gaffney, Editor of DemandGen Report, has said that B2B marketers struggle to manage content marketing strategies to drive demand. DemandGen Report is producing the B2B Content2Conversion Conference, to be held on April 24 in New York City, to address these challenges and help B2B marketers produce ‘killer content’. This educational daylong event is focused on strategies for mapping, developing and utilizing content marketing to nurture the buyer relationship and enhance conversions, and will include the First Annual B2B Killer Content Awards. The event will feature author and industry expert Ardath Albee as keynote speaker.
Also speaking at the conference will be KnowledgeVision Founder and CEO Michael Kolowich. KnowledgeVision is a venture-backed technology company whose on-demand software is used to build rich content presentations using video, slide decks, PDFs, and live websites. He is also editor of “Rich Content Daily,” a continuously-updated online digest of the latest thinking on rich, interactive content for marketing and learning. KnowledgeVision will exhibit at the B2B Content2Conversion Conference.
The conference will feature numerous other notable content-delivery and marketing industry leaders such as Jeanne Hopkins, Director of Marketing at HubSpot; Jim Lenskold, President of The Lenskold Group; Elle Woulfe, Director of Marketing Programs at Eloqua; and Julie Fajgenbaum, Vice President of Brand and Social Media for American Express OPEN.
The B2B Content2Conversion Conference is at the nexus of the current trends in content development, online video presentations, campaign management, lead generation, and return on marketing investment. The companies involved are, like KnowledgeVision, at the forefront of the biggest B2B marketing trend since the wheel. Visit the conference, and learn how to make your content matter.
Why not try out KnowledgeVision free with our KVStudio 14-Day Trial?