Digital Convergence: The Integrated Marketing & PR Imperative was a knock out session. Lee Odden’s dynamic presentation style captivated the audience and gave us great tips and reminders to incorporate into our IMC worlds.
After engaging in the session, I think my blog title is a bit misleading. There is no way a blog post would even make a dent in recapping Lee’s session or capturing the amazing information and presentation style shared with us this morning.
So, if you weren’t at the session (or even if you were) I challenge you to think of the word “optimizing” very differently. It seems as though every time I mention the word “optimize” people automatically think of it in terms of digital media or graphic design. The biggest take away from the session today was optimizing content for your audience. Lee encouraged us to start the marketing process with empathy. As marketers we need to think of what are customers need and how we can help them get it. How can we optimize our content to help our clients get where they need to go? How can we make their jobs and their lives easier so that they will want to communicate with us? He mentioned journalists as a prime example. Years ago journalists were not thought of as a target market, but Lee saw them as a target market and changed the way he provided information to them. Instead of simple press releases the information was rich and included materials journalists need, but don’t have the time to track down. Starting with empathy lead to significant changes in the way the information was presented. You need to make sure that when a customer is looking for answers, your information is there to help them.
Lee also empowered the audience to think a bit differently (Not surprising). He reiterated that we can change the game in regards to content marketing. As he says, “If you want to be in the media, become the media.”
I”ll leave you with Lee’s 3 Key Takeaways and highly encourage you to speak with him at the conference, or see him present in the near future. If talking to people isn’t your thing, you can read his blog or check out his book, Optimize.
- If you want to be in the media – become the media
- Build amplification into the content design process – be the best answer wherever customers are looking
- Keep content accountable across channels – attract, engage, convert
If you attended Lee’s session or have read his book, Optimize, what were your favorite parts? What got you the most excited?