If panelists of the 2nd Annual NCET State of Digital Marketing luncheon were knights of the round table, then content would still remain king. But being king is more than simply owning a position. It’s leading with a vision and mobilizing villagers to take action toward something more meaningful.
While the tone of the inaugural event in 2016 revealed trends on content positioning, the 2017 event had a strong emphasis on influencers and customization.
- Content differentiates you as a brand. (Jarrod Lopiccolo – Noble Studios)
- Reputation building. (Michael Brown – University of Nevada)
- Targeting the right prospect, staying engaged with them, and retaining them. (Abbi Whitaker – The Abbi Agency)
- Content marketing is story telling. (Laura Lawson Visconti – Geograpy Creative)
Each panelist delivered great value and insight, yet each excel differently with how they position and execute for their clients.
This is what you can learn from them based on my interpretation of the knowledge they shared …
ABBI WHITAKER – The Abbi Agency
One of The Abbi Agency’s most well known victories in the Reno market was directing and executing the WC-1 campaign. In short this bill increased state sales tax to enable funding for WCSD construction and repairs. This was a HUGE win for our local education infrastructure.
When on-boarding a new client, The Abbi Agency takes a deep dive into the discovery phase, market competitors, and budget allocations. Based on the success of WC-1 you can make a conclusion that building a tribe of local influencers is a smart strategy. “Brands are looking for the right fit when it comes to finding influencers.” Abbi commented, “Win the ground game. Think about who you audience is. Don’t create content, just to create it.”
- Blog intelligently about the market you want to grow in.
- Create something that no one else is doing.
- Customize Facebook campaigns to specific audiences
MICHAEL BROWN – University of Nevada Reno
As a University of Nevada alumni and campus speaker myself, I was particularly interested with Michael’s perspective on digital. I enjoyed how Michael put an emphasis on being patient and resourceful to develop an organic following.
Michael stated that 70% of University’s traffic is organic, “You need well placed (thoughtful) content that speaks to the user. Do your research. Speak to your audience”,
Tell the world who you are.
Influencers will drive organic traffic and Michael drove home a great point to improve SEO… quote an influencer.
LAURA LAWSON VISCONTI – Geography Creative
When you know someone who has over 142,000 Instagram followers and counting, something must be working in their favor. Laura Lawson Visconti is a digital marketer and visual storyteller who was inspired by the Lake Tahoe lifestyle.
Laura and her husband’s digital agency, Geography Creative, “specialize in creating digital word-of-mouth” and remain focused on leveraging tried and true platforms with Facebook and Instagram.
Laura verified, “Influencer marketing isn’t going anywhere soon”.
The best form of influencer marketing is through word-of-mouth.
She added that Pinterest is big when it comes to SEO.
JARROD LOPICCOLO – Noble Studios
One of Noble Studios big wins was being selected to redesign the website of one of the world’s most cherished treasures, Yosemite National Park. Like Abbi, Jarrod was a repeat panelist on the NCET State of Digital Marketing luncheon. He reinforced,
What separates you from your competitors is your content.
Some of his nuggets included wisdom for the importance of planning your content strategy.
- Must have a clean content plan with your blog. Be consistent with your posting plan.
- If metrics don’t tie in to conversion, then that’s a problem. Content must create a high level trust point.
- Sometimes what clients ask for isn’t always what they need. Always start with goals and objectives. The biggest objective should be conversions.
DANNY HEINSOHN is an award winning philanthropist, high performance sales coach, author, and keynote speaker. Diagnosed with brain cancer after college graduation, he went on to become a highly successful sports executive, cycling coach, USA Triathlon All-American, and is the founder of My Hometown Heroes, a national scholarship fund for young adult cancer survivors. Danny has a passion for helping others achieve sustainable and repeatable success.