presents

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Content Marketing World 2014Summary and Highlights

Thomas J. Armitage

Big TakeawaysCMWorld, Cleveland, OH

• 2,500 attendees from 50 different countries. Double the size from last year.

• Most popular words used throughout the week were: moment of inspiration, integration, experience.

• #CMWorld trended nationally on all three days of the conference.

Opening KeynoteJoe Pulizzi, Founder of Content Marketing Institute

• Document a strategy and keep to it.

• Study: Effective content marketers publish more often. Still make sure it is high quality though.

• Need an integrated strategy to selling – print, digital and in-person.

How Brilliant Storytellers Create a Sudden Urge to ActAndrew Davis, Author

• Search is still the center of our universe, but it’s evolving.

• Searches take place all over, not just in Google.

• We tend to create content close to the moment of purchase. Consider earlier in the cycle. Create a moment of inspiration.

The ROI on Content Julie Fleischer, Director of Data/Content/Media at Kraft Foods

• Integrated approach is best. Touch many channels.

• Days of free organic reach are coming to an end. If you don’t want to put money behind it, why do it?!

• Does it drive business and pay for itself? Only stat you really need to know.

Sorry Did You Say Something? Future of Content Is WritingAnn Handley, Chief Content Officer of MarketingProfs, Author

• Market to individuals, not segments. Write a blog post with one reader in mind.

• Some great writers are not great copy editors. And that’s okay. Get help.

• Keep asking “so what?” until you figure out your goal for each content idea.

How to Write Blog Posts that Get Read and Shared Gini Dietrich, Author

• Difference between newsjacking and a news hook. Do the latter.

• Turn sent emails into new blog posts.

• When asking to be a contributor, comment on the sites first, share on social, personalize the email, keep it short.

Implementing a B2B Content Marketing StrategyEmmanuel Laroche, VP of Marketing at Symrise NA

• Utilize survey service to ask questions to customers. Leverage that information.

• Mine through internal documents to find things to turn into content.

• Testimonials are important. Make them high quality. Names, titles, company, etc. Do videos, if possible.

The Agency Model is Dead Kirk Cheyfitz, CEO of Story Worldwide

• Every company is the same: “We have great employees. We are honest. Etc.” You have to instead focus on the real differentiators.

• Use dollar figures when measuring. Period.

• Give emphasis to new platforms that are thriving and make sense for client.

10 Most Common SEO Mistakes Content Marketers MakeStephan Spencer, Author

• Pillars of SEO include: links, site architecture, and really great content.

• Make content as evergreen as possible so it is useful for months/years to come.

• Use keyword tools that look beyond Google. For example, soovle.com.

Storytelling & the Next Level of Content MarketingShane Snow, Founder of Contently

• Those who tell the stories, rule the world.

• Need to feature a story in all pieces of content. It helps connect reader to writer, buyer to brand.

• Stories > Content > Engagement > Relationship > ROI > Happiness.

B2B Blogging Driven by EmployeesRick Short, Director of Marcom at Indium

• Everyone involved has to understand the goal. Have internal transparency.

• To beat Google, be the answer today, to the question your customer will ask tomorrow.

• Don’t be afraid to add fields to forms. Leads go down, but quality leads remain.

How to Make Twitter Your Content Marketing Best FriendMark Schaefer, Author

• Build it and they will come is a terrible marketing strategy. Find the people to share the content.

• Twitter is the single fastest way to build a targeted audience.

• Use Twitter Advertising to ignite your content and be seen by new targets.

How to Work with Virtual Staff to Buy More Time Chris Ducker, Author

• On average, it takes 4 hours extra to beautify, SEO and promote each blog post. Have someone else do this!

• You get what you pay for. Hire quality talent.

• Re-purpose content always. Rip video audio for podcasts, infographic based on blog post idea, etc.

Creating a Seamless Video Strategy on a BudgetTim Washer, Producer and Comedy Writer

• Use humor in videos, especially if your brand/product is dull, dry, boring.

• Corporate meeting are stifling. Keep groups small. Chat over coffee.

• Basic accessories to camera equipment can make a big difference (mic, lighting, editing software, etc).

The 7th Era of MarketingRobert Rose, Chief Strategist at Content Marketing Institute

• Only 23% of people feel they have good relationships with brands.

• No correlations between the number of interactions with a brand/customer and depth of the relationship.

• Recent marketing era has focused on relationships. Next will be on experience.

Data, Digits and DummiesScott Stratten, Author

• The speed at which we reply is almost as important as the message.

• People only reacting is what's killing social. Instead, actively participate.

• QR codes…just don’t. Unless they serve a valid purpose (i.e. mobile ticketing).

Closing KeynoteKevin Spacey, Actor

• If a great movie plays in an empty theater, is it a great movie? Content is nothing without the audience.

• Consumers want control of what they watch, how they watch it, when they watch it. See Netflix vs. NBC.

• All content needs conflict and authenticity.