The document outlines insights and strategies shared by various experts at Content Jam 2014 regarding content marketing, lead generation, and analytics. Key topics include the importance of effective lead magnets, the transition from lag analytics to lead analytics, and the necessity of establishing content governance for long-term success. Additionally, it emphasizes the role of cognitive biases in marketing and the power of communication within business relationships.

1. 11 REASONS TO BE EXCITED ABOUT WHAT YOU’LL
LEARN AT CONTENT JAM
CONTENTJAM
2014
Lightspan Digital with
Mana Ionescu @manamica
Andy Crestodina @crestodina
Barry Feldman @feldmancreative

2. A Lead Magnet is an irresistible bribe that gives a specific chunk of
value to a prospect in exchange for their contact information – usually an email
address.
The key to making the offer irresistible is
SPECIFICITY.
The Lead Magnet must be a specific solution to a specific problem for a
specific segment of your market.
Russ Henneberry
@RussHenneberry
Russ Henneberry is a content marketing and analytics professional.
Russ has worked in a content marketing and analytics capacity for companies like CrazyEgg,
Salesforce.com and Network Solutions. He is currently Director of Editorial at Digital Marketer.

3. From traffic to social, to engagement, content marketing is
obsessed with "lag" analytics - numbers that tell us how we
did after the fact, when it's too late to do anything about it.
What if we focused on lead analytics -
metrics that measure what we can do to
create success?
DR. Pete Meyers
@dr_pete
“Dr. Pete” Meyers is Marketing Scientist for Moz, where he works with the marketing and data
science teams on product research and data-driven content. He has spent the past year
building research tools to monitor Google, including the MozCast Project, and he curates the
Google Algorithm History, a chronicle of Google updates back to 2003.

4. What do you believe?
What is it that you or your company stands
for?
Once you know, be sure EVERYONE
knows.
Brian Burkhart
@squareplanet
Brian believes nothing in business is more powerful than communications. It’s the backbone of
every industry and operation. Based on principles found in science and psychology, Brian and
his team at SquarePlanet Presentations & Strategy help individuals and organizations connect
with audiences at a deeper level, with real authenticity, to drive growth.

5. Content marketing is relationship selling in that it
develops relationships with buyers even before the
business is aware of them. It ideally helps buyers understand
your business process for giving them something better than
they had imagined. Great content doesn’t sell products or
services, it sells the process that sells the products.
Jeff Korhan @jeffkorhan
Jeff Korhan, MBA, is a sales and marketing expert, and the author of Built-In Social: Essential
Social Marketing Practices for Every Small Business. Korhan was a Fortune 50 Sales and
Marketing Executive for the first decade of his career. He then founded a landscape services
company that was twice named Small Business of the Year during its two decades of operation,
with predigital content marketing contributing to that success.

6. When considering the Herculean task of developing a content governance plan, you
might find yourself wondering if it's truly necessary, or more specifically, if your team can
get by without it. Establishing content governance is a lot like setting up a household
budget – sure you can save yourself the headache in the up-front and make up the rules
as you go, but those rules will probably seem subjective, your resources will be all over
the map, and your dreams will never convert into long-term goals. Of course creating
and implementing your content governance plan takes effort, but the increase in
efficiency, consistency, and quality that you'll undoubtedly
experience will prove that the juice is worth the squeeze.
Chris Mickens
@chrismickens
Chris Mickens is the Creative Technical Director and Co-founder of EDUCO Web Design, a
Chicago-based web design firm that focuses on client-empowerment and education. She’s
super excited that EDUCO was named one of Sourcing Line’s Top 10 Drupal Web Design
Agencies in the nation as well as one of their Top 10 Web Design Companies in Chicago in
2014.

7. There are a ridiculous number of ways to join the groups your
influencers are in or invite them into yours.
To name a few: Twitter chats, LinkedIn Groups, Tribber, Facebook, Google+
communities.
How does community building contribute to creating passionate
relationships between buyers and brands?
Barry Feldman
@feldmancreative
Barry Feldman of Feldman Creative is a content marketing consultant, creative director, and
copywriter. Barry contributes to many of the leading online marketing publications and has been
recognized as a top digital strategist and named to LinkedIn’s “25 Social Media Marketing
Experts You Need to Know.”

8. Here's the problem with analytics: It wants to tell you what happened.
Except what you want to know is what worked, so you can do it again.
The goal of learning analytics isn't to know every
button and tag, but to know how to find "what worked"
so you can do it again.
And again…
James Ellis @saltlab
These are some of the James Ellises on Google: Fitness model, Irish stage actor, Four-star US
Navy Admiral, British cryptographer, Dean of USC Business School, British stationary store,
Mayor of Ottowa, Australian politician, and Co-Inventor of the Usenet. This James Ellis is not
them. He is taller and knows Google Analytics.

9. A positioning statement is a strategic exercise,
not a creative one!
It's all about how your offering competes in your chosen category, and
it is written in a painfully straightforward style. It is not about
how your brand makes people *feel,* metaphors, or hyperbole.
Save the creative, emotive language for your Brand
Essence and, ultimately, for your content.
Susan Silver
@argentumstrat
Susan Silver is President of Argentum Strategy Group, a Chicago marketing strategy consulting
firm. After spending 10 years in Brand Management at Kraft Foods and additional time running
marketing for Equal Sweetener, Susan started Argentum seven years ago. Argentum
specializes in working with small to mid-sized businesses and provides clients with team
members who act like a Timeshare VP of Marketing®.

10. There’s no magic conversion number, but instead,
many tactics to trend conversion up.
Learn a few conversion tricks and traps you don’t want to fall into, and
ensure your conversion rate is headed in the right direction.
Lauren Freedman
@etailinggroup
Lauren is a seasoned 20–year e-commerce veteran, author of It’s Just Shopping as well as a
recognized and respected figure in omni-channel retail, She has a passion for merchandising
that she has parlayed as president of the e-tailing group, evangelists for merchandising and
customer service best practices.

11. How can a marketer use brain science to get better results?
The trick is to take advantage of cognitive biases. We all
have certain predispositions. For example, we don't want to miss out on
something good. So if the marketer does a few simple things that show the
cost of NOT using a product or service, you can trigger a tiny voice
that makes the website visitor see the offer in a new way.
Andy Crestodina
@crestodina
Andy Crestodina is a co-founder and the Strategic Director of Orbit Media, an award-winning
35-person web design company in Chicago. Andy loves this stuff. It’s fun to translate complex
content marketing tactics into simple, practical content marketing advice that anyone can
understand. He's also the author of Content Chemistry a handbook for content marketing and
he’s written hundreds articles for many of the top sites in the industry.

12. So here you are, looking for that social media benchmark. In building
terms, you are looking for a height above sea-level. How far up can
you build? And will that hill over there help you get to your
“benchmark” faster?
Tomorrow’s results depend on your vision today. Set a benchmark
and you’ll never struggle with social media ROI again!
Mana Ionescu
@manamica
Mana is the founder of Lightspan Digital where her team focuses on driving traffic to clients’
websites and building profitable connections through social media and content marketing. From
Techweek to CES, from Social Media Week to MPI TechCon, from 312Digital to DePaul
University, Mana took the stage over 100 times in the past 2 years, busting social media myths
and showing measurable results are possible.

13. #contentjam with us!
CONTENTJAM, OCT 2
2014
Lightspan Digital with
Mana Ionescu @manamica
Andy Crestodina @crestodina
Barry Feldman @feldmancreative