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

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

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Page 1: 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

Page 2: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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.

Page 3: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Joe Pulizzi, Founder, Content Marketing Institute, @JoePulizzi

Page 4: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

Thinking strategically costs you nothing.

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

Page 5: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Ann HandleyHead of ContentMarketingProfs@MarketingProfs

Page 6: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Michael BrennerCEOMarketing Insider Group@BrennerMichael

Page 7: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Ian ClearyFounderRazorSocial@IanCleary

Page 8: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

Digital branding is the oil in your sales engine.

Juntae DeLaneDigital Branding EvangelistUSC@JuntaeDeLane

Page 9: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Tom WebsterVP of StrategyEdison Research@webby2001

Page 10: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Bryan KramerCEOPureMatter@bryankramer

Page 11: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Lee OddenCEOTopRank Marketing@LeeOdden

Page 12: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Page 13: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Jay BaerPresidentConvince and Convert@JayBaer

Page 14: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Carla JohnsonType-A Communications@CarlaJohnson

Page 15: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Andy CrestodinaCo-FounderOrbit Media@Crestodina

Page 16: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Ardath AlbeeB2B Content Marketing StrategistCEO, Marketing Interactions@ardath421

Page 17: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Buddy ScaleraSenior Director Content StrategyThe Medicines Company @BuddyScalera

Page 18: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Doug KesslerCreative Director, Co-FounderVelocity@dougkessler

Page 19: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Jay AcunzoPodcaster, VP of PlatformNextView Ventures@jayacunzo

Page 20: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Scott StrattenSpeaker, AuthorUnMarketing@unmarketing

Page 21: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

Get the whole organization to start speaking “customer.” 

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

Page 22: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Page 23: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Page 24: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Matt HeinzFounderHeinz Marketing@HeinzMarketing

Page 25: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Page 26: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Mark HamillActor, Storyteller@HamillHimself

Page 27: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Michael Jr.ComedianStandup and Give@Michaeljrcomedy

Page 28: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

Focus on making impressions, not getting impressions.  

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

Page 29: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld
Page 30: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Page 31: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Page 32: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Tim AshCEOSiteTuners@Tim_Ash

Page 33: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Stephanie LoseeHead of ContentVisa@slosee

Page 34: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Rand FishkinFounderMoz@randfish

Page 35: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Russell SparkmanCo-Founder, CEOFusionspark Media@fusionspark

Page 36: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Scott StrattenSpeaker, AuthorUnMarketing@unmarketing

Page 37: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Lars SilberbauerGlobal Senior Director of Social Media & VideoLego@larssilberbauer

Page 38: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Tom WebsterVP of StrategyEdison Research@webby2001

Page 39: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Jay AcunzoPodcaster, VP of PlatformNextView Ventures@jayacunzo

Page 40: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

Joe Pulizzi, Founder, Content Marketing Institute, @JoePulizzi

Page 41: Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld