1. Content Marketing
& the Copernican
Revolution
Image:
Shu+erstock
#fusionmex
Insights from 17 experts on how putting the
customer in the centre creates business value.
Content Marketing Conference Europe 2014

2. magine this: For over 1500 years, people believed Earth was at the center of the universe. Then along came
a fellow named Copernicus whose ideas about the Sun at the centre changed everything.
Fast forward to the centre of today's business universe where many companies are still structured based on
the idea that the world turns around them. It’s no wonder brand numbness is on the rise.
Content marketing offers a unique opportunity to reverse that egocentric business view by using content
across channels, tactics and divisions – revolving around human experiences.
Great content “happens” when it becomes useful information, a story, an answer, a smile, a meaning. Such
content connects customers and brands. It connects people. It even unites different tactics and divisions.
Successful content requires strategy. Vision. Commitment. Integration. Innovation. Consistency. Guts. Fun.
And relevance. Your customers at the very least deserve that much.
The Content Marketing experts in this e-book know that it's our job as marketers to adapt content to
customer experiences and not the other way around. Their weapons: empathy, content, listening and teaching.
I invite you to connect with them online and in Antwerp, Belgium at the Content Marketing Conference -
where the customer is at the centre of the experience – your universe.
J-P De Clerck - @conversionation
Content Marketing Conference Europe – 2014
Content the Copernican Way
Fusion Marketing Experience #fusionmex

3. Content Marketing Conference Europe
Antwerp,
Belgium
10
June
2014
powered
by
Fusion
Marke>ng
Experience
Get
More
Informa;on
&
Register
at:
h+p://fusionmex.i-­‐scoop.eu
“Crea;ng
business
value
through
customer
value
using
content
marke;ng”
Interna;onal
Speakers:
Netherlands,
US,
UK,
France,
Switzerland,
Denmark,
Belgium

4. #fusionmex
eBook
Created
by:
Transcend the Transaction
Jay
Baer
@jaybaer
President,
Convince
and
Convert
convinceandconvert.com
See
Jay’s
Keynote:
You>lity:
Why
Smart
Marke>ng
Is
About
Help
Not
Hype
Some
of
the
best
and
most
successful
content
marke>ng
transcends
the
transac>on.
To
do
this
kind
of
marke>ng,
you
have
to
do
one
extremely
important
and
difficult
thing:
Give
yourself
permission
to
make
the
story
BIGGER.
JAY
BAER

5. #fusionmex
eBook
Created
by:
Inspire Audience Content
Xaviera
Ringeling
@Contentgirl
Owner,
ContentChefs
&
Content
Collec>ve
contentchefs.nl
See
Xaviera
Present:
Masterclass
content
marke>ng
strategy:
let’s
have
a
plan
The
holy
grail
of
marke>ng
is
that
your
audiences
do
the
marke>ng
for
you.
They
do
it
when
you
are
relevant,
interes>ng,
helpful,
entertaining
and
ideally
a
combina>on
of
all
of
the
above.
XAVIERA
RINGELING

6. #fusionmex
eBook
Created
by:
Content Creates Trust
Doug
Kessler
@dougkessler
Crea>ve
Director,
Velocity
Partners
velocitypartners.co.uk
See
Doug’s
Keynote:
Taking
a
Stand:
Content
Marke>ng
as
Evangelism
Buyers
actually
come
to
you
for
what
you
know
more
than
for
what
you
sell.
Content
creates
value
by
increasing
people's
trust
in
you
and
be+er
outcomes
come
from
a
trust
rela>onship.
DOUG
KESSLER

7. #fusionmex
eBook
Created
by:
Create Content Experiences
Lee
Odden
@leeodden
CEO,
TopRank
Online
Marke>ng
toprankmarke>ng.com
See
Lee’s
Keynote:
A+ract,
Engage,
Convert
–
How
to
Be
the
Best
Answer
Wherever
Customers
Are
Looking
To
create
real
value,
Content
Marke>ng
should
inform
as
well
as
engage
and
even
entertain
to
create
valuable
experiences
between
customers
and
brand
informa>on.
The
content
may
be
forgo+en,
but
they’ll
remember
how
you
made
them
feel.
LEE
ODDEN
Inspired
by
Maya
Angelou

8. #fusionmex
eBook
Created
by:
Content Creates Value
J-­‐P
De
Clerck
@conversiona>on
Founder,
i-­‐SCOOP
i-­‐scoop.eu
J-­‐P
is
the
Content
Marke;ng
Conference
Organizer
Ask
yourself:
what
do
my
customers
want?
Like?
Dream?
Then
provide
and
amplify
it
in
ways
that
make
sense
and
enchant.
When
content
marke>ng
creates
value
-­‐
any
kind
-­‐
for
customers,
it
also
creates
value
for
your
business.
That's
the
first
step.
J-­‐P
DE
CLERCK

9. #fusionmex
eBook
Created
by:
Just Say No to “Nontent”
AJ
Huisman
@AJHuisman
Director
Marke>ng
&
Business
Development,
Kennedy
Van
der
Laan
contentmarke>ngcrusader.com
See
AJ
Present:
Content
Marke>ng?
It’s
the
Law!
If
content
is
not
adding
value
then
we
call
it
“Nontent”
instead
of
Content.
Create
content
that
delivers
solu>ons,
insights
and
inspira>on.
Content
should
trigger
the
target
audience
and
make
them
aware
of
where
they
got
those
intelligent
insights.
AJ
HUISMAN

10. #fusionmex
eBook
Created
by:
Make it Easy
Kelly
Hungerford
@KDHungerford
Head
of
Customer
Experience,
Paper
Li
paper.li
See
Kelly’s
Panel:
Content
Marke>ng
in
Europe
Wri+en
or
spoken,
the
easier
your
content
is
to
understand,
the
more
helpful,
appreciated
and
well
received
it
is
going
to
be
by
your
audience.
KELLY
HUNGERFORD

11. #fusionmex
eBook
Created
by:
Cure Customer Concerns
Tristan
Lavender
@TristanLavender
Corporate
Content
Manager,
Deloi+e
Netherlands
deloi+e.nl
See
Tristan
Present:
How
to
create
a
content-­‐
driven
and
customer-­‐centric
company
culture
Get
a
be+er
understanding
of
what
keeps
your
customers
up
at
night.
Then
help
your
salespeople
create
and
share
content
that
addresses
those
ques>ons
and
concerns.
This
is
what
makes
your
salespeople
trusted
advisors
who
are
ul>mately
rewarded
with
more
business.
TRISTAN
LAVENDER

12. #fusionmex
eBook
Created
by:
See the Customer’s Point of View
Joakim
Ditlev
@jditlev
Consultant,
ContentMarke>ng.dk
See
Joakim’s
Panel:
Content
Marke>ng
in
Europe
Way
too
many
companies
are
looking
at
their
own
bellybu+ons
and
too
many
marketers
can
spend
en>re
work
weeks
without
talking
to
a
single
customer.
Interview
real
people
and
listen
to
real
problems
and
start
seeing
the
world
from
your
customer’s
point
of
view.
JOAKIM
DITLEV

13. #fusionmex
eBook
Created
by:
The Race for Content Quality
Ingrid
Archer
@ingridarcher
Managing
Partner,
spotONvision
spotonvision.nl
See
Ingrid’s
Panel:
Content
Marke>ng
in
Europe
The
biggest
success
of
content
marke>ng
is
where
quality
wins
over
quan>ty.
Be+er
to
create
one
good
piece
of
content
than
10
superficial
me-­‐too-­‐blogs.
INGRID
ARCHER

14. #fusionmex
eBook
Created
by:
Right Content, Right Time
Gianfranco
Cuzziol
@iamgfc
Founder,
everywhereCRM
cuzziol.blogspot.com
See
Gianfranco
Present:
Content
marke>ng:
closing
the
loop
What
provides
real
value
to
the
customer
is
not
just
the
content
to
help
make
decisions,
but
the
ability
to
access
that
content
at
the
right
>me
based
on
individual
customer
needs.
GIANFRANCO
CUZZIOL

15. #fusionmex
eBook
Created
by:
Stories Are Social
Danny
Devriendt
@dannydevriendt
Managing
Director,
UM
heliade.net
See
Danny’s
Keynote:
The
Horse’s
Ass:
how
social
becomes
a
currency
Good
content
brings
stories
to
the
consumer,
with
informa>on
he
can
use,
discuss,
share,
and
comment.
Stories
are
social
at
the
core,
and
we
are
all
constantly
looking
for
those
stories
that
bring
answers
to
the
ques>ons
of
our
everyday
lives.
DANNY
DEVRIENDT

16. #fusionmex
eBook
Created
by:
Content Creates Transparency
Guido
Everaert
@guidooohh
Managing
Director,
Just
Guidooohh
justguidooohh.com
See
Guido
Present:
Storytelling
as
a
cornerstone
for
your
content
strategy
Content
marke>ng
helps
customers
thoroughly
understand
the
brand.
Transparency
is
a
key
outcome
to
what
a
company
really
stands
for
and
could
represent
for
the
customer.
GUIDO
EVERAERT

17. #fusionmex
eBook
Created
by:
Create Useful Content
Mike
Corak
@MikeCorak
EVP
of
Strategy,
Ethology
digitalmarke>ngstrategy.com
See
Mike’s
Keynote:
Topics,
not
Keywords:
How
to
Make
Content
Work
for
Brands
Content
developed
around
a
theme
that
a
brand
is
authen>cally
authorita>ve
on
—
coming
from
a
true
point
of
understanding
user
intent
—
is
content
that
is
usable
for
both
businesses
and
users.
MIKE
CORAK

18. #fusionmex
eBook
Created
by:
Content Creates Loyalty
Eric
Ingrand
@ericEVGeurope
VP
Content
Marke>ng
EMEA,
EnVeritas
Group
enveritasgroup.com
See
Eric’s
Panel:
Content
Marke>ng
in
Europe
Crea>ng
quality
text,
video,
images
or
games
content
will
give
your
customers
a
good
reason
to
be
loyal
to
your
brand
now
and
tomorrow.
ERIC
INGRAND

19. #fusionmex
eBook
Created
by:
Shift Into Success
Tom
De
Baere
@tomdebaere
Founder,
Inbound
Fisher
b2bmarke>ngexperiences.com
See
Tom
Present:
Content
marke>ng:
closing
the
loop
Those
that
fail
to
make
the
shil,
from
outbound
to
inbound,
from
egocentric
to
meaningful,
from
classic
to
digital,
and
from
art
to
science,
will
not
a+ract
customers
of
the
future.
TOM
DE
BAERE

20. #fusionmex
eBook
Created
by:
Content Needs A Strategy
Jo
Caudron
@jocaudron
Founding
Partner,
DearMedia
dearmedia.be
See
Jo:
Semng
the
Scene
&
Master
of
Ceremonies
Most
content
marke>ng
is
crap
because
content
marke>ng
is
mainly
hype.
What
problem
are
we
actually
solving
here?
The
solu>on
is
all
about
strategy
and
claiming
a
content
area
that
makes
the
difference,
that
can
build
a
real
and
loyal
audience.
JOE
CAUDRON

21. Ready to Start Your Content Revolution?
Content
Marke;ng
Conference
Antwerp,
Belgium
-­‐
10
June
2014
Register Today!
Interna;onal
Content
Marke;ng
Experts:
Netherlands,
US,
UK,
France,
Switzerland,
Denmark,
Belgium
Click
to
Register

22. eBook
Created
by:
Let’s
Get
Social
If
you
like
these
insights,
please
share
this
eBook!
Connect
with
Fusion
Marke;ng
Experience:
@fusionmex
-­‐
fusionmex.i-­‐scoop.eu
Connect
with
TopRank
Online
Marke;ng:
@toprank
-­‐
toprankmarke>ng.com