Crêpes & Content Chats - Part Deux!
Back by popular demand! For the first time ever, we hosted a second content chats event in the same year. Just a few months after we brought delicious crêpes and inspiring speakers to Salt Lake City we hosted a second event in Povo: Crêpes and Content Chats–Part Deux!
Continuing our theme in honor of the 2024 Olympics, we decked out the Kiln Provo with French-themed decor, music, and food and even adorned ourselves in matching berets and a now iconic Eiffel Tower made of balloons.
While many attendees from the first event joined us again, we were pleased to host at a new location to connect with content marketers in the Provo area. We mingled, ate delicious crêpes, shared ideas, and heard from four incredible marketers. If you missed their insights, don’t stress! We’ll share the highlights from their presentations now.
Learning From Some of Utah’s Finest Marketers
We are so grateful to our content chat speakers. Each of these professionals has special expertise in their fields which they share with us in a TED Talk-style presentation. They gave generously of their time to prepare and present the insights that we now share with you.
Levi Lindsay — Hona
Levi Lindsay, VP of Marketing at Hona and known as the “Best Marketer of Our Time” (according to Levi’s mom), shared how good content comes through iteration. He gave us a good pep talk about taking action—encouraging marketers to find their company’s voice by speaking, posting to social media, and trusting your own gut. He explained how “done” is better than “perfect” and suggested this mindset as a solution to analysis paralysis. When it comes down to it, Lindsay challenged marketers to act, test, and learn from that trial and error.
Clémence Roger — MasterControl
Clémence Roger, Head of SEO for MasterControl, graced us with tangible keyword tactics she has learned from her 13+ years of SEO experience. She first shared the four types of keyword intent:
Informational – “How to bake a cake”
Commercial – “Best CRM software”
Navigational – “Facebook login”
Transactional – “Buy running shoes”
With these intents in mind, Roger laid out a program for getting the most out of your keyword strategy.
Step 1: Conduct Intent-Based Keyword Research
Step 2: Optimize your Content for Different Intents
Step 3: Regularly Measure and Adjust
A deep understanding of keyword intent will set you up for SEO success, especially as you take the additional steps to research, optimize, and adjust your strategy as you go.
Nai Kanell — fCMO & Startup Advisor
Nai Kanell, fCMO & Startup Advisor, discussed thought leadership and made a strong case for its importance in a comprehensive marketing strategy. According to Linkedin, “60% of buyers say thought leadership builds credibility when entering a new category where the brand is not already known.” Some marketing strategies focus on creating product-focused content while others may prioritize trendy thought leadership. Kanell challenged marketers to create a marketing strategy around the intersection of these two approaches to produce ideal content for your brand.
Pax Gray — 97th Floor
Pax Gray, CEO of 97th Floor blew us away with his overview of how to attract your target audience at the right funnel stage. He explained that only 5% of the target audience is in the market for a solution. He went on to say that studies have found 80-90% of people choose a brand they’ve already heard of without going through an extensive search process.
“If we wait to reach our audience until they are in-market, we’ve waited too long,” said Gray.
Guiding your audience through each stage of the funnel—awareness, consideration, and decision—is central to great marketing. Using keywords catered to your customers’ unique segment, distinct concerns, and stage in the funnel, will set you up for success (and conversions) when executing your content marketing strategy.
Parting Gifts + Giveaways
We were honored (and excited) to share fun gifts and prizes with our attendees. Each person went home with a Brightbox filled with France-inspired gifts and bites.
A big thank you to Hale Center Theatre and Beka Price Photography for sponsoring our giveaway with envy-worthy prizes.
More To Come in 2025
We’ll be back in 2025 with more Content Chats! We are excited to continue this tradition and foster even more connection and growth for content marketers. Keep an eye out for our next Content Chats announcement. We can’t wait to see you there!
Don’t want to wait until our next event to connect? Contact us for a 20 minute consultation to learn how we can support your content marketing strategy.
