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Content Marketing World 2014 
Angela Hursh, Content Team Leader 
Public Library of Cincinnati and 
Hamilton County 
@webma...
Before registration, I stopped at the Cleveland 
Public Library.
At #CMWorld, a graphic artist created a real-time “infographic” 
of the biggest talks, which were displayed in the exhibit...
And all the food was orange!
Some companies lured attendees to their booths with 
free coffee and fruit infused water bottles. Totally smart!
Opening Keynote 
Joe Pulizzi, Founder, CMW @JoePulizzi 
Main points: Have a clear 
strategy and stick to it. Go over 
it a...
Andrew Davis, Author and Speaker, on 
“Inspired Content” @TPLDrew 
Main points: Put content closer to your 
customer’s uni...
Andrew Davis, cont. 
Check Google.com/trends every day. 
4 secrets to create inspiration 
1. Build suspense, anxiety, dram...
Julie Fleischer, Kraft @jfly 
Kraft uses their content to gain insight into their 
customers-what do they like, how do the...
Katrina Craigwell, GE, on how GE determines which 
social media channels have the most impact 
@KCraigwell 
You only have ...
Paolo Mottola, REI, on Distruptive 
Content Marketing @paulojr 
Inspire people with utility. Is your content useful? 
You ...
Lee Odden, TopRankMarketing.com and 
Marketingblog.com, on Influencer Marketing 
@leeodden 
Don’t talk about yourself: Tal...
Stephan Spencer, author, on how Google views your 
content and 10 common SEO mistakes @sspencer 
Going for likes, not link...
Shane Snow, founder of Contently, 
on Storytelling @shanesnow 
Good stories make us care and build 
relationships, trust. ...
Mark Schaefer, Author, on making Twitter your 
BFF @markwschaefer 
Social media is an opportunity to go where your 
custom...
David Pembroke, Founder of contentgroup, on why CM is the 
future of Government Communication @davidpembroke 
The news med...
Robert Rose, CMWorld, on the 7th 
Era of Marketing @Robert_Rose
We can feel like refugees or we can be 
revolutionaries! 
High performing brands are doing two things 
right. They get dee...
Scott Stratten, Author, blogger of Unmarketing and 
Creater of the “NO” button, on Why everything you 
know about content ...
“Sometimes, content is giving a damn about the 
customers.” He tweeted Delta about bad 
customer experience in security li...
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...
Kevin Spacey 
Award-winning 
Actor and 
Producer, 
President 
Underwood on 
“House of Cards”
The audience doesn’t care about the platform. 
They just want great content. 
Too many marketers focus too much on metrics...
“Hunt, or be hunted.”
Content Marketing World 2014 Recap: What Libraries Need to Know!
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Content Marketing World 2014 Recap: What Libraries Need to Know!

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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.

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Content Marketing World 2014 Recap: What Libraries Need to Know!

  1. 1. Content Marketing World 2014 Angela Hursh, Content Team Leader Public Library of Cincinnati and Hamilton County @webmastergirl
  2. 2. Before registration, I stopped at the Cleveland Public Library.
  3. 3. At #CMWorld, a graphic artist created a real-time “infographic” of the biggest talks, which were displayed in the exhibit hall.
  4. 4. And all the food was orange!
  5. 5. Some companies lured attendees to their booths with free coffee and fruit infused water bottles. Totally smart!
  6. 6. Opening Keynote 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 strategy. Create evangelists of your consumers.
  7. 7. Andrew Davis, Author and Speaker, on “Inspired Content” @TPLDrew Main points: Put content closer to your customer’s universe. 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.
  8. 8. 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
  9. 9. 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 loyalty. 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.
  10. 10. Katrina Craigwell, GE, on how GE determines which social media channels have the most impact @KCraigwell You only have EIGHT SECONDS to make an impact-be interesting! 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 a repository.
  11. 11. 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 and humor. Education is a good marketing tool. They use long form articles that give their customers expert advice and position themselves as outdoor information specialists.
  12. 12. Lee Odden, TopRankMarketing.com and Marketingblog.com, on Influencer Marketing @leeodden 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!
  13. 13. 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 it. Use Google Trends and Google Keyword Planner.
  14. 14. 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 empowerment. Use radical truth as propaganda.
  15. 15. Mark Schaefer, Author, on making Twitter your BFF @markwschaefer Social media is an opportunity to go where your customers are and give them meaningful content, make targeted connections, and be authentically helpful. 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 now.
  16. 16. 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.
  17. 17. Robert Rose, CMWorld, on the 7th Era of Marketing @Robert_Rose
  18. 18. We can feel like refugees or we can be revolutionaries! High performing brands are doing two things right. They get deep insight about their customers AND develop a total experience for their customers. 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!
  19. 19. Scott Stratten, Author, blogger of Unmarketing and Creater of the “NO” button, on Why everything you know about content marketing may be wrong! @unmarketing
  20. 20. “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.
  21. 21. 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 they are. 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.
  22. 22. Kevin Spacey Award-winning Actor and Producer, President Underwood on “House of Cards”
  23. 23. 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 through falsehood. Stories are richer when they go against the grain.
  24. 24. “Hunt, or be hunted.”

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