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Training with Content Marketing Jedi Masters – Key
Takeaways from Content Marketing World 2016 –
#CMWorld by @JimMacLeod
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.
Mediocre content will hurt your brand more than doing nothing at all.
Joe Pulizzi, Founder, Content Marketing Institute, @JoePulizzi
Thinking strategically costs you nothing.
Robert Rose, Chief Strategy Advisor, Content
Marketing Institute, @Robert_Rose
The foundation of writing is not writing. It looks like
daydreaming, driving your car, walking your dog.
Ann Handley
Head of Content
MarketingProfs
@MarketingProfs
The buyer’s journey doesn’t start with a search for your
product.
Michael Brenner
CEO
Marketing Insider Group
@BrennerMichael
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
Digital branding is the oil in your sales engine.
Juntae DeLane
Digital Branding Evangelist
USC
@JuntaeDeLane
Your brand is a co-creation of your story and your
customer’s story.
Tom Webster
VP of Strategy
Edison Research
@webby2001
You can’t expect influencers to advocate for a brand
that doesn’t influence in social media.
Bryan Kramer
CEO
PureMatter
@bryankramer
Lead with value.
What is your audience not getting? Give it to them.
Lee Odden
CEO
TopRank Marketing
@LeeOdden
Create customer experiences that increase in value
vover time.
Robert Rose, Chief Strategy Advisor, Content
Marketing Institute, @Robert_Rose
We have to stop treating every piece of conten as a
lead-gnerating opportunity.
Jay Baer
President
Convince and Convert
@JayBaer
Customer experience is about what you actually do,
not what you say you’ll do
Carla Johnson
Type-A Communications
@CarlaJohnson
It’s not the best content that wins, it’s the best
promoted content.
Andy Crestodina
Co-Founder
Orbit Media
@Crestodina
Content has a dual purpose: to inform us as much as
the buyers.
Ardath Albee
B2B Content Marketing Strategist
CEO, Marketing Interactions
@ardath421
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
Ideas are common. Innovation is rare because it
demands persistence.
Doug Kessler
Creative Director, Co-Founder
Velocity
@dougkessler
Good marketers follow best practices. Great marketers
craft their own.
Jay Acunzo
Podcaster, VP of Platform
NextView Ventures
@jayacunzo
You can’t strategize content if you’re jumping to a new
platform every day.
Scott Stratten
Speaker, Author
UnMarketing
@unmarketing
Get the whole organization to start speaking
“customer.” 
Jenifer Walsh
Director, Customer Engagement Marketing
Current, powered by GE
@jlansky
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
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
If sales doesn’t know why they need it (content) they’re
not going to use it.
Matt Heinz
Founder
Heinz Marketing
@HeinzMarketing
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
Tenacity is more important, or as important, as talent.
Mark Hamill
Actor, Storyteller
@HamillHimself
If you understand your “why,” you have a lot of options
for your “what.” 
Michael Jr.
Comedian
Standup and Give
@Michaeljrcomedy
Focus on making impressions, not getting impressions.  
Mitch Joel
Marketer, Speaker, Author, Podcaster
President, Mirum
@mitchjoel
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
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
Choice kills. Reduce complexity with a series of simple
selections.
Tim Ash
CEO
SiteTuners
@Tim_Ash
Use freelancers to help your subject-matter experts get
their knowledge out there.
Stephanie Losee
Head of Content
Visa
@slosee
On-page SEO is no longer satisfied by raw keyword
use. Think about intent.
Rand Fishkin
Founder
Moz
@randfish
Purpose can be based upon your core values, or about
providing practical value.
Russell Sparkman
Co-Founder, CEO
Fusionspark Media
@fusionspark
Stop being scattered. Start focusing on 2003. Your
website should be viewable on a phone.
Scott Stratten
Speaker, Author
UnMarketing
@unmarketing
Social media is technology that allows us to express
our social natures.
Lars Silberbauer
Global Senior Director of Social Media  Video
Lego
@larssilberbauer
How we buy has changed. How we decide to buy has
not.
Tom Webster
VP of Strategy
Edison Research
@webby2001
Our job is not to “be creative,” our job is to create.
Jay Acunzo
Podcaster, VP of Platform
NextView Ventures
@jayacunzo
Either fully commit to content marketing, or just go
buy ads.
Joe Pulizzi, Founder, Content Marketing Institute, @
JoePulizzi
Content Marketing World: Training with Content Marketing Jedi Masters #CMWorld

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

  • 1. Training with Content Marketing Jedi Masters – Key Takeaways from Content Marketing World 2016 – #CMWorld by @JimMacLeod
  • 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. Mediocre content will hurt your brand more than doing nothing at all. Joe Pulizzi, Founder, Content Marketing Institute, @JoePulizzi
  • 4. Thinking strategically costs you nothing. Robert Rose, Chief Strategy Advisor, Content Marketing Institute, @Robert_Rose
  • 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. The buyer’s journey doesn’t start with a search for your product. Michael Brenner CEO Marketing Insider Group @BrennerMichael
  • 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. Digital branding is the oil in your sales engine. Juntae DeLane Digital Branding Evangelist USC @JuntaeDeLane
  • 9. Your brand is a co-creation of your story and your customer’s story. Tom Webster VP of Strategy Edison Research @webby2001
  • 10. You can’t expect influencers to advocate for a brand that doesn’t influence in social media. Bryan Kramer CEO PureMatter @bryankramer
  • 11. Lead with value. What is your audience not getting? Give it to them. Lee Odden CEO TopRank Marketing @LeeOdden
  • 12. Create customer experiences that increase in value vover time. Robert Rose, Chief Strategy Advisor, Content Marketing Institute, @Robert_Rose
  • 13. We have to stop treating every piece of conten as a lead-gnerating opportunity. Jay Baer President Convince and Convert @JayBaer
  • 14. Customer experience is about what you actually do, not what you say you’ll do Carla Johnson Type-A Communications @CarlaJohnson
  • 15. It’s not the best content that wins, it’s the best promoted content. Andy Crestodina Co-Founder Orbit Media @Crestodina
  • 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. 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. Ideas are common. Innovation is rare because it demands persistence. Doug Kessler Creative Director, Co-Founder Velocity @dougkessler
  • 19. Good marketers follow best practices. Great marketers craft their own. Jay Acunzo Podcaster, VP of Platform NextView Ventures @jayacunzo
  • 20. You can’t strategize content if you’re jumping to a new platform every day. Scott Stratten Speaker, Author UnMarketing @unmarketing
  • 21. Get the whole organization to start speaking “customer.”  Jenifer Walsh Director, Customer Engagement Marketing Current, powered by GE @jlansky
  • 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. 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. If sales doesn’t know why they need it (content) they’re not going to use it. Matt Heinz Founder Heinz Marketing @HeinzMarketing
  • 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. Tenacity is more important, or as important, as talent. Mark Hamill Actor, Storyteller @HamillHimself
  • 27. If you understand your “why,” you have a lot of options for your “what.”  Michael Jr. Comedian Standup and Give @Michaeljrcomedy
  • 28. Focus on making impressions, not getting impressions.   Mitch Joel Marketer, Speaker, Author, Podcaster President, Mirum @mitchjoel
  • 29.
  • 30. 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
  • 31. 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
  • 32. Choice kills. Reduce complexity with a series of simple selections. Tim Ash CEO SiteTuners @Tim_Ash
  • 33. Use freelancers to help your subject-matter experts get their knowledge out there. Stephanie Losee Head of Content Visa @slosee
  • 34. On-page SEO is no longer satisfied by raw keyword use. Think about intent. Rand Fishkin Founder Moz @randfish
  • 35. Purpose can be based upon your core values, or about providing practical value. Russell Sparkman Co-Founder, CEO Fusionspark Media @fusionspark
  • 36. Stop being scattered. Start focusing on 2003. Your website should be viewable on a phone. Scott Stratten Speaker, Author UnMarketing @unmarketing
  • 37. Social media is technology that allows us to express our social natures. Lars Silberbauer Global Senior Director of Social Media Video Lego @larssilberbauer
  • 38. How we buy has changed. How we decide to buy has not. Tom Webster VP of Strategy Edison Research @webby2001
  • 39. Our job is not to “be creative,” our job is to create. Jay Acunzo Podcaster, VP of Platform NextView Ventures @jayacunzo
  • 40. Either fully commit to content marketing, or just go buy ads. Joe Pulizzi, Founder, Content Marketing Institute, @ JoePulizzi