content marketing world: training with content marketing jedi masters #cmworld

Training with Content Marketing Jedi Masters – Key Takeaways from Content Marketing World 2016 – #CMWorld by @JimMacLeod

For a few days in late 2016, The Content Marketing Institute brought together the world’s leaders in Content Marketing.

Here are just a few of the pearls of wisdom that they delivered to save us from the dark side of Marketing.

Mediocre content will hurt your brand more than doing nothing at all.

Joe Pulizzi, Founder, Content Marketing Institute, @JoePulizzi

Thinking strategically costs you nothing.

Robert Rose, Chief Strategy Advisor, Content Marketing Institute, @Robert_Rose

The foundation of writing is not writing. It looks like daydreaming, driving your car, walking your dog.

Ann HandleyHead of ContentMarketingProfs@MarketingProfs

The buyer’s journey doesn’t start with a search for your product.

Michael BrennerCEOMarketing Insider Group@BrennerMichael

Over 70% of people who come to your site will never come back. Building email subscribers is still absolutely crucial.

Ian ClearyFounderRazorSocial@IanCleary

Digital branding is the oil in your sales engine.

Juntae DeLaneDigital Branding EvangelistUSC@JuntaeDeLane

Your brand is a co-creation of your story and your customer’s story.

Tom WebsterVP of StrategyEdison Research@webby2001

You can’t expect influencers to advocate for a brand that doesn’t influence in social media.

Bryan KramerCEOPureMatter@bryankramer

Lead with value. What is your audience not getting? Give it to them.

Lee OddenCEOTopRank Marketing@LeeOdden

Create customer experiences that increase in value vover time. Robert Rose, Chief Strategy Advisor, Content Marketing Institute, @Robert_Rose

We have to stop treating every piece of conten as a lead-gnerating opportunity.

Jay BaerPresidentConvince and Convert@JayBaer

Customer experience is about what you actually do, not what you say you’ll do

Carla JohnsonType-A Communications@CarlaJohnson

It’s not the best content that wins, it’s the best promoted content.

Andy CrestodinaCo-FounderOrbit Media@Crestodina

Content has a dual purpose: to inform us as much as the buyers.

Ardath AlbeeB2B Content Marketing StrategistCEO, Marketing Interactions@ardath421

The story is about the customer. Your brand is just a plot point in their story.

Buddy ScaleraSenior Director Content StrategyThe Medicines Company @BuddyScalera

Ideas are common. Innovation is rare because it demands persistence.

Doug KesslerCreative Director, Co-FounderVelocity@dougkessler

Good marketers follow best practices. Great marketers craft their own.

Jay AcunzoPodcaster, VP of PlatformNextView Ventures@jayacunzo

You can’t strategize content if you’re jumping to a new platform every day.

Scott StrattenSpeaker, AuthorUnMarketing@unmarketing

Get the whole organization to start speaking “customer.” 

Jenifer WalshDirector, Customer Engagement MarketingCurrent, powered by GE@jlansky

Make sure the data you’re given leads to a decision, it shouldn’t be the decision itself.

John Von BrachelSVP, Content MarketingBank of America@vonbrachel

If the brain processes visual info 60,000x faster. Why are we so focused on text-based marketing content?

Raj MunusamyVP, Content & Messaging, Global MarketingSchneider Electric@rajmunusamy

If sales doesn’t know why they need it (content) they’re not going to use it.

Matt HeinzFounderHeinz Marketing@HeinzMarketing

Don’t be afraid to shoot live video on a phone – the human touch is noticed, the production value is not.

Chelsea HunersenSocial Media MarketingHubSpot@ChelseaLikeNY

Tenacity is more important, or as important, as talent.

Mark HamillActor, Storyteller@HamillHimself

If you understand your “why,” you have a lot of options for your “what.” 

Michael Jr.ComedianStandup and Give@Michaeljrcomedy

Focus on making impressions, not getting impressions.  

Mitch JoelMarketer, Speaker, Author, PodcasterPresident, Mirum@mitchjoel

There is almost no correlation between Social Media sharing and the number of people who actually read the content.

Jonathan CrossfieldStoryteller, Writer, Content MarketerJonathanCrossfield.com@Kimota

If you want an idea to be approved, call it “Sales.” If you want it to be pushed aside, call it “Marketing.”

Marcus SheridanKeynote Speaker and AuthorThe Sales Lion@TheSales Lion

Choice kills. Reduce complexity with a series of simple selections.

Tim AshCEOSiteTuners@Tim_Ash

Use freelancers to help your subject-matter experts get their knowledge out there.

Stephanie LoseeHead of ContentVisa@slosee

On-page SEO is no longer satisfied by raw keyword use. Think about intent.

Rand FishkinFounderMoz@randfish

Purpose can be based upon your core values, or about providing practical value.

Russell SparkmanCo-Founder, CEOFusionspark Media@fusionspark

Stop being scattered. Start focusing on 2003. Your website should be viewable on a phone.

Scott StrattenSpeaker, AuthorUnMarketing@unmarketing

Social media is technology that allows us to express our social natures.

Lars SilberbauerGlobal Senior Director of Social Media & VideoLego@larssilberbauer

How we buy has changed. How we decide to buy has not.

Tom WebsterVP of StrategyEdison Research@webby2001

Our job is not to “be creative,” our job is to create.

Jay AcunzoPodcaster, VP of PlatformNextView Ventures@jayacunzo

Either fully commit to content marketing, or just go buy ads.

Joe Pulizzi, Founder, Content Marketing Institute, @JoePulizzi