Talking “Killer Content” at the KEEN Digital Summit in Nashville

Assembling an eclectic group of digital tastemakers, entrepreneurs, editors, journalists, developers and innovators under one roof for a first-time B2B and B2C event requires moxie, hard work, deep connections and vast reserves of doze-defying Goo Goo Clusters (an event sponsor). Veteran travel journalist Kristin Luna and the team behind the KEEN Digital Summit, held at the new Omni Hotel in Nashville from October 24-27, channeled these forces into a successful inaugural event and created a vibrant forum for education, collaboration and late-night banter involving the buzzword “influencer.”

Representing Pace and Four Seasons Magazine, I joined Stephen Oddo, Co-Founder of Walks of Italy, and Turner Bar, founder of AroundtheWorldin80Jobs.com, in a panel discussion entitled “Creating Killer Content Across Multiple Platforms” moderated by Erin Street, Senior Editor of Travel & Integrated Content at Southern Living. Through a professional connection, I was chosen to bring the content marketing perspective of a large hotel brand with multiple digital platforms to the table.

Here are a few key takeaways:

  • Know your audience(s) – readers and users have a diverse set of needs and goals unique to each platform (print, blog, Pinterest, Flipboard, Facebook, etc.) they’re using to interact with and consume information.
  • ROPE (Report Once Publish Everywhere) – this is Pace’s approach to creative content development — from a single story, event or franchise, generate multiple iterations for multiple platforms, crafting each story for its intended platform and audience.
  • Measure results – setting clear goals with clear timelines is critical to evaluating success and knowing when it’s time to pivot to a different strategy.
  • Be authentic – whether your content marketing priority is brand awareness, engagement or traffic building (or a combination of the three), you can never blame authenticity, honesty and the demonstration of true topical expertise for a failed strategy. Audiences are searching for content that speaks to them on a personal, human level. At the same time, Google is crawling content on a “more human” level, placing more importance on context and intention rather than keywords.
Left to right: Turner Barr, Founder of AroundtheWorldin80Jobs.com; Stephen Oddo, Co-Founder of Walks of Italy; Darren Frei, Digital Editorial Director of Four Seasons Magazine; Erin Street, Senior Editor of Travel & Integrated Content at Southern Living.
Left to right: Turner Barr, Founder of AroundtheWorldin80Jobs.com; Stephen Oddo, Co-Founder of Walks of Italy; Darren Frei, Digital Editorial Director of Four Seasons Magazine; Erin Street, Senior Editor of Travel & Integrated Content at Southern Living.

Mouths began to water (I’m sure the impending lunch hour played a part) when I cited coverage of the Four Seasons Taste Truck, a roving venue for Four Seasons chefs to showcase street food versions of their best dishes, as an example of “killer content” on multiple platforms. In addition to working with local influencers (there’s that word again) to bring real-time photos, videos and posts to the brand’s culinary blog, Taste by Four Seasons, we published relevant content on FourSeasonsMagazine.com and Have Family Will Travel. The social team supported the campaign with posts on Facebook, Twitter, Instagram and Pinterest.

Other presentations during the conference covered everything from targeted advertising, social philanthropy, Millennial marketing, visual messaging and digital media ethics to starting successful Kickstarter campaigns. And at the end of the day, Nashville shined as a boot-kickin’ backdrop for Keeping Entrepreneurs Engaged and Networking (so that’s what KEEN stands for). Yeehaw!

We’re you at KEEN? Tell us about your experience in the comments!

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