I attended Content Marketing World 2014 #CMWorld in Cleveland, Sept. 8-11. This is a recap of the presentations I attended, most of which related to my work as a Content Team Leader in the marketing department of a major metropolitan library. Includes main points from key speakers, photos and video! Talk to me about your experience on Twitter @Webmastergirl or email me at Angela.Hursh@CincinnatiLibrary.org.
Some companies lured attendees to their booths with
free coffee and fruit infused water bottles. Totally smart!
Joe Pulizzi, Founder, CMW @JoePulizzi
Main points: Have a clear
strategy and stick to it. Go over
it at least once a week.
64% of effective content
marketers closely follow their
Create evangelists of your
Andrew Davis, Author and Speaker, on
“Inspired Content” @TPLDrew
Main points: Put content closer to your
Think about how people really search for stuff.
Spend more time in your “loyalty loop”, creating
moments of inspiration and customer journeys.
“People don’t want to buy a quarter-inch drill, they
want to buy a quarter-inch hole!”
Inspire people by creating in them the irresistible
urge to act.
Andrew Davis, cont.
Check Google.com/trends every day.
4 secrets to create inspiration
1. Build suspense, anxiety, drama in stories.
2. Foster feelings that convince customer to aspire
to something greater.
3. Drive empathy.
4. Harness emotions
Julie Fleischer, Kraft @jfly
Kraft uses their content to gain insight into their
customers-what do they like, how do they cook,
etc. This is the fuel for more engagement and
Relentlessly pursue worthiness. If you wouldn’t
spend money on it, why pursue it? Your content
must be worthy of creating a customer reaction.
Don’t be slaves to a perceived posting cadence in
your calendar-be flexible.
Getting it done is better than being perfect!
There is little value in perfection when your target
is constantly changing.
Katrina Craigwell, GE, on how GE determines which
social media channels have the most impact
You only have EIGHT SECONDS to make an
Define your voice. Decide what stories you need
to do a better job of telling-what is it that people
don’t know about you?
#GEInstawalk lets Instagram influencers take a
behind-the-scenes tour of GE plants and post
photos to their followers!
Think of You Tube as a channel you program, not
Paolo Mottola, REI, on Distruptive
Content Marketing @paulojr
Inspire people with utility. Is your content useful?
You want to be part of the dinner conversation.
Inspire people by showing them the community
they are part of-READERS for us!!
Be a merchant of joy-inspire people with beauty
Education is a good marketing tool. They use
long form articles that give their customers expert
advice and position themselves as outdoor
Lee Odden, TopRankMarketing.com and
Marketingblog.com, on Influencer Marketing
Don’t talk about yourself: Talk about what your
customers care about.
Romance your influencers: RT status updates,
comment on blog posts, liveblog events, interview
them, co-create content, interact during an event.
Make it easy to work with your company!
Stephan Spencer, author, on how Google views your
content and 10 common SEO mistakes @sspencer
Going for likes, not links-your end game should
be to links to your main site.
Get help from a “power user” to seed your
remarkable content into social media. Power
users have greater reach than you.
Don’t use industry speak, your customers don’t
Use Google Trends and Google Keyword
Shane Snow, founder of Contently,
on Storytelling @shanesnow
Good stories make us care and build
relationships, trust. JK Rowling is more trusted by
the public than the Queen of England.
Research says storytelling can break down
barriers and foster compassion, tolerance,
respect for difference.
Follow journalism’s #1 tenant: don’t deceive.
Idea: Show stories of real library users on our
homepage, inspire others through their
Use radical truth as propaganda.
Mark Schaefer, Author, on making Twitter your
Social media is an opportunity to go where your
customers are and give them meaningful content,
make targeted connections, and be authentically
Your metrics should include the number of
comments you leave on other people’s blogs.
Twitter offers the fastest way to build an audience
of relevant followers for your content..
Advertising on Twitter is cheap and ignites
content. It’s cost effective to experiment right
David Pembroke, Founder of contentgroup, on why CM is the
future of Government Communication @davidpembroke
The news media is not the place for sustained
debate and discussion about topics. Don’t rely on
the news media to tell your story.
We need to engage and inform rather than attract
and acquire audiences
Live stream your events. Anyone can dial in and
watch from anywhere.
Publish at various times to engage your customer
at the time of THEIR choosing. Be convenient.
Use technology to build trust and save money.
Robert Rose, CMWorld, on the 7th
Era of Marketing @Robert_Rose
We can feel like refugees or we can be
High performing brands are doing two things
right. They get deep insight about their customers
AND develop a total experience for their
We are entering the 7th era of marketing:
experiences. The One-to-One future.
50% of customers switch to a different product
because of bad experiences. They want a
business that’s easy to do business with!
Content can be the byproduct of what we do, or
the strategic asset it should become!
Scott Stratten, Author, blogger of Unmarketing and
Creater of the “NO” button, on Why everything you
know about content marketing may be wrong!
“Sometimes, content is giving a damn about the
customers.” He tweeted Delta about bad
customer experience in security line and got an
immediate response that cooled him down.
Don’t just reply to people who talk to you. Go out
and join conversations.
The time of day and date in which you release
content doesn’t matter-the content matters more,
as does meeting your customer where AND when
Going viral doesn’t matter. Getting spread with
something that identifies your company is better.
When the ***t hits the fan, don’t hide the fan. Fed
Ex made themselves look better through their
response to package-throwing scandal.
“House of Cards”
The audience doesn’t care about the platform.
They just want great content.
Too many marketers focus too much on metrics
and not enough on the audience connection.
Memorable marketing has a foundation in
honesty. Be authentic. The audience will see
Stories are richer when they go against the grain.