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Obsessing About Learning with Jesper Laursen from Brand Movers [#AtomicFeature:013]

Obsessing-About-Learning-with-Jesper-Laursen-from-Brand-Movers

What was the last thing you learned?

According to one of our most successful content marketing influencers, Jesper Laursen, being obsessive about learning, testing and trying new stuff out is the key to not only a successful content marketing strategy, but a successful career.

 

jesper-laursen

With a background in journalism and content marketing, Jesper Laursen understands how to blend the two worlds to achieve success.

He is the founder of Brand Movers, an organization that helps companies reach their audience through the creation of engaging content, and he also hosts the largest marketing conference in Scandinavia known as Clever Content.

In 2015, he established the Native Advertising Institute, an independent think tank that is designed to help marketers better utilize native advertising.

Check out his insights below:

 

 

1. What are the elements of a successful Content Marketing program?

A solid strategy with clear goals and KPIs.

Company-wide buy-in.

Efficient distribution - especially paid.

Stellar content.

 

 

2. What are the most common mistakes you have noticed marketers make with their Content Marketing?

Not to set clear goals and KPIs and follow up on those. It's easy to focus on great content and vanity metrics in the honeymoon phase.

But at the end of the day it's all about the real tangible value it drives to the bottomline.

 
3. What is your favourite content marketing tool (or hack or resource)?

Adobe.

It's a little inside baseball but they have so many great projects from cmo.com and down where they are able to deliver both outstanding value to the audience and real business value at the same time.

 
 
 
4. What is your favourite content marketing tool (or hack or resource)?
 
 
 
5. What are your predictions for Content Marketing in 2019 and beyond?

Three things:

  1. There will (still) be an increasing focus on paid distribution because it's the only way to scale fast and predictable.

  2. The programs that will get the big budgets and succeed will have a constant and intense focus on how to deliver real tangible business results.

  3. AI will start to really work. But that will be beyond 2019.
 
 
 
6. How will AI or Machine Learning impact Content Marketing?

A lot.

But there is still a long way to go before we see real AI on a broad scope.

Not just the tools but that brands and agencies on a broad scope actually knows how to use it.

 
 
 
7. What advice would you give to a Content Marketing newbie?

Be obsessive about learning, testing and trying new stuff out.

And not just in the beginning, but for the rest of your career.

 
 

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Published on April 16, 2019

Topics Content Marketing Trends Content Marketing Influencers