Top insights from day one of Content Marketing World Sydney 2014. If you couldn’t attend the conference or were just a little overwhelmed with the amount of content presented on the day, we’ve put together the SlideShare below to summarise the key insights from day one. Enjoy!

1. TOP INSIGHTSCONTENT MARKETING WORLD SYDNEYDAY ONE

2. The Content Marketing Revolution
Joe Pulizzi, CMI
Joe Pulizzi talked about the importance of
creating ‘sales, savings or sunshine’ with all
content. Is it going to help your brand sell
something, save money or create a happier
customer? The key is to understand what you’re
communicating is more valuable than what
anyone else in your industry is communicating. Too often, he said,
brands are just creating ‘me too’ content. You have a different voice,
different goals and a different audience, so you have to focus on best-
in-class content.
You can’t just make the story incrementally
better. You have to tell a different story.
@JoePulizzi

3. A New View: Content as the Centre of Power
Mark Schaefer, Return on Influence
for You and Your Organisation
With these more in-depth content formats,
we have a real opportunity to connect in a
meaningful way and have the content
move in a massive way.
Mark Schaefer’s main point was around the new
ROI: return on influence. Influence in the online
space is measured by how quickly you can move or
‘ignite’ content. Relevant audience, meaningful
content and consistent engagement are key. You have to remember
that not all content is created equal, and you won’t be able to create
that influence with just Twitter, Facebook and other social channels.
In general, he said, this means blogs, podcasts or videos.
@markwschaefer

4. Mark Schaefer @markwschaefer

5. The Three Models for Content Creation
Robert Rose, CMI
Creativity is not a talent. It’s a way
of operating.
Marketing has fundamentally changed. Duh!
We all know this. But unfortunately the marketing
industry hasn’t – our organisational processes
aren’t yet ‘content friendly’.
Robert Rose spoke about the four archetypes of the content creation
process – the promoter, preacher, professor and poet. The important
thing is to believe you have the ability to create great content and to
establish a process that is scalable and repeatable. Give yourself
permission to spend time thinking. Leverage existing content. Be
smart. Be efficient. And you’re more likely to be successful.
- John Cleese
@Robert_Rose

6. @Robert_RoseRobert Rose

7. The 3 “E's” of Content Scaling
Colleen Jones, Clout and Does Your Content Work?
The question is not whether to scale your
content approach, but how to do it.
@leenjones
Colleen Jones explained that if you don’t plan your
content scaling approach carefully, you risk
wasting time and resources, losing sales and losing
competitive advantage. To plan it properly, you
need evaluation, engineering and empowerment. You need to take
stock of your content to make sure you understand what’s working
well. You need to plan the technology to deliver the right content to
people at the right time on the right device. If you empower your
teams to speak the same language and work together, you’ll have the
same kind of success as Dell.

8. @leenjonesColleen Jones

9. Marketing is NOT a department - it’s the story
Bernadette Jiwa,The Fortune Cookie Principle
of how you create difference
Marketing isn't a department. It's a story
about how we create difference for our
customers.
Jiwa introduced The Difference Model - a radical
re-imagining of the four 'P's of the traditional
marketing mix (product, price, place and promotion)
where people and empathy are placed at the core of
marketing activities. By taking the time to empathise with your
customers and deliver true value in the form of both content and
products, Jiwa argues that you can not only boost your bottom line but
turn your customers into passionate social advocates.
Remember: people buy with their hearts, not with their heads!

10. @bernadettejiwaBernadette Jiwa

11. The Psychology of Content – Leveraging
Todd Wheatland, King Content
Human Nature in Your Content Strategy
@ToddWheatland
We are hardwired to remember details when
they are wrapped in a story.
Todd Wheatland touched on the key elements of
human behaviour that all content marketers should
understand in order to create content that truly
resonates. Reciprocity, scarcity, authority, liking and
consensus are powerful human behaviours that
influence buyer behaviour on a daily basis. To create effective content,
marketers must start by understanding their audience – and this goes
beyond knowing your customer’s likes, dislikes or pain points to
encompass their very behaviour as driven by emotion.

12. @ToddWheatlandTodd Wheatland

13. Constructing The World’s Biggest Social Media
Jesse Desjardins, Tourism Australia
Team (with no resources)
@jessedee
How do you create something that will allow
other people to tell their stories?
To build the ‘world’s biggest social media team’ for
Tourism Australia, Jesse Desjardins made the
decision to put responsibility for content generation
in the hands of fans and followers. In doing so, he
not only built an infinitely scalable platform, he
also created an army of content warriors and brand ambassadors, all
empowered to tell their own stories of Australia. This has allowed
Tourism Australia to hijack popular culture and win headlines around
the world. He explained real-time marketing isn't easy, but it is about
having the right systems, platforms and culture in place.

14. Taking Your Content from Boring to Found
Tim Washer, Cisco Systems @timwasher
If you don’t have a good story to share, show
pictures of sharks.
Tim Washer is a self-proclaimed expert in the
‘drivers of boring’. And what’s the opposite of
boring? Entertaining! He’s that as well…
It’s a powerful thing to make someone laugh. And if
you can make someone laugh, they’ll tell your story
for you.
So what makes content boring? Complexity, the committee, over-
analysis and fear. Your job as a content marketer is to break these four
barriers. We’re communicating with people. And we should think like
people, not like institutions.

15. @timwasherTim Washer

16. Presented by King Content, Australia's most
awarded digital content marketing agency.
Check out our blog for more content marketing
insights and advice.
@King_Content
www.kingcontent.com.au