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

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For a few days in late 2016, The Content Marketing Institute brought together the world's leaders in Content Marketing. Here are a few of the pearls of wisdom that they delivered to save us from the dark side of Marketing.

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

  1. 1. Training with Content Marketing Jedi Masters – Key Takeaways from Content Marketing World 2016 – #CMWorld by @JimMacLeod
  2. 2. 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.
  3. 3. Mediocre content will hurt your brand more than doing nothing at all. Joe Pulizzi, Founder, Content Marketing Institute, @JoePulizzi
  4. 4. Thinking strategically costs you nothing. Robert Rose, Chief Strategy Advisor, Content Marketing Institute, @Robert_Rose
  5. 5. The foundation of writing is not writing. It looks like daydreaming, driving your car, walking your dog. Ann Handley Head of Content MarketingProfs @MarketingProfs
  6. 6. The buyer’s journey doesn’t start with a search for your product. Michael Brenner CEO Marketing Insider Group @BrennerMichael
  7. 7. Over 70% of people who come to your site will never come back. Building email subscribers is still absolutely crucial. Ian Cleary Founder RazorSocial @IanCleary
  8. 8. Digital branding is the oil in your sales engine. Juntae DeLane Digital Branding Evangelist USC @JuntaeDeLane
  9. 9. Your brand is a co-creation of your story and your customer’s story. Tom Webster VP of Strategy Edison Research @webby2001
  10. 10. You can’t expect influencers to advocate for a brand that doesn’t influence in social media. Bryan Kramer CEO PureMatter @bryankramer
  11. 11. Lead with value. What is your audience not getting? Give it to them. Lee Odden CEO TopRank Marketing @LeeOdden
  12. 12. Create customer experiences that increase in value vover time. Robert Rose, Chief Strategy Advisor, Content Marketing Institute, @Robert_Rose
  13. 13. We have to stop treating every piece of conten as a lead-gnerating opportunity. Jay Baer President Convince and Convert @JayBaer
  14. 14. Customer experience is about what you actually do, not what you say you’ll do Carla Johnson Type-A Communications @CarlaJohnson
  15. 15. It’s not the best content that wins, it’s the best promoted content. Andy Crestodina Co-Founder Orbit Media @Crestodina
  16. 16. Content has a dual purpose: to inform us as much as the buyers. Ardath Albee B2B Content Marketing Strategist CEO, Marketing Interactions @ardath421
  17. 17. The story is about the customer. Your brand is just a plot point in their story. Buddy Scalera Senior Director Content Strategy The Medicines Company @BuddyScalera
  18. 18. Ideas are common. Innovation is rare because it demands persistence. Doug Kessler Creative Director, Co-Founder Velocity @dougkessler
  19. 19. Good marketers follow best practices. Great marketers craft their own. Jay Acunzo Podcaster, VP of Platform NextView Ventures @jayacunzo
  20. 20. You can’t strategize content if you’re jumping to a new platform every day. Scott Stratten Speaker, Author UnMarketing @unmarketing
  21. 21. Get the whole organization to start speaking “customer.”  Jenifer Walsh Director, Customer Engagement Marketing Current, powered by GE @jlansky
  22. 22. Make sure the data you’re given leads to a decision, it shouldn’t be the decision itself. John Von Brachel SVP, Content Marketing Bank of America @vonbrachel
  23. 23. If the brain processes visual info 60,000x faster. Why are we so focused on text-based marketing content? Raj Munusamy VP, Content Messaging, Global Marketing Schneider Electric @rajmunusamy
  24. 24. If sales doesn’t know why they need it (content) they’re not going to use it. Matt Heinz Founder Heinz Marketing @HeinzMarketing
  25. 25. Don’t be afraid to shoot live video on a phone – the human touch is noticed, the production value is not. Chelsea Hunersen Social Media Marketing HubSpot @ChelseaLikeNY
  26. 26. Tenacity is more important, or as important, as talent. Mark Hamill Actor, Storyteller @HamillHimself
  27. 27. If you understand your “why,” you have a lot of options for your “what.”  Michael Jr. Comedian Standup and Give @Michaeljrcomedy
  28. 28. Focus on making impressions, not getting impressions.   Mitch Joel Marketer, Speaker, Author, Podcaster President, Mirum @mitchjoel
  29. 29. There is almost no correlation between Social Media sharing and the number of people who actually read the content. Jonathan Crossfield Storyteller, Writer, Content Marketer JonathanCrossfield.com @Kimota
  30. 30. If you want an idea to be approved, call it “Sales.” If you want it to be pushed aside, call it “Marketing.” Marcus Sheridan Keynote Speaker and Author The Sales Lion @TheSales Lion
  31. 31. Choice kills. Reduce complexity with a series of simple selections. Tim Ash CEO SiteTuners @Tim_Ash
  32. 32. Use freelancers to help your subject-matter experts get their knowledge out there. Stephanie Losee Head of Content Visa @slosee
  33. 33. On-page SEO is no longer satisfied by raw keyword use. Think about intent. Rand Fishkin Founder Moz @randfish
  34. 34. Purpose can be based upon your core values, or about providing practical value. Russell Sparkman Co-Founder, CEO Fusionspark Media @fusionspark
  35. 35. Stop being scattered. Start focusing on 2003. Your website should be viewable on a phone. Scott Stratten Speaker, Author UnMarketing @unmarketing
  36. 36. Social media is technology that allows us to express our social natures. Lars Silberbauer Global Senior Director of Social Media Video Lego @larssilberbauer
  37. 37. How we buy has changed. How we decide to buy has not. Tom Webster VP of Strategy Edison Research @webby2001
  38. 38. Our job is not to “be creative,” our job is to create. Jay Acunzo Podcaster, VP of Platform NextView Ventures @jayacunzo
  39. 39. Either fully commit to content marketing, or just go buy ads. Joe Pulizzi, Founder, Content Marketing Institute, @ JoePulizzi

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