Content Marketing World 2014 - Summary and Highlights
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Transcript of Content Marketing World 2014 - Summary and Highlights
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presents
presented by
Content Marketing World 2014Summary and Highlights
Thomas J. Armitage
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Big TakeawaysCMWorld, Cleveland, OH
• 2,500 attendees from 50 different countries. Double the size from last year.
• Most popular words used throughout the week were: moment of inspiration, integration, experience.
• #CMWorld trended nationally on all three days of the conference.
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Opening KeynoteJoe Pulizzi, Founder of Content Marketing Institute
• Document a strategy and keep to it.
• Study: Effective content marketers publish more often. Still make sure it is high quality though.
• Need an integrated strategy to selling – print, digital and in-person.
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How Brilliant Storytellers Create a Sudden Urge to ActAndrew Davis, Author
• Search is still the center of our universe, but it’s evolving.
• Searches take place all over, not just in Google.
• We tend to create content close to the moment of purchase. Consider earlier in the cycle. Create a moment of inspiration.
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The ROI on Content Julie Fleischer, Director of Data/Content/Media at Kraft Foods
• Integrated approach is best. Touch many channels.
• Days of free organic reach are coming to an end. If you don’t want to put money behind it, why do it?!
• Does it drive business and pay for itself? Only stat you really need to know.
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Sorry Did You Say Something? Future of Content Is WritingAnn Handley, Chief Content Officer of MarketingProfs, Author
• Market to individuals, not segments. Write a blog post with one reader in mind.
• Some great writers are not great copy editors. And that’s okay. Get help.
• Keep asking “so what?” until you figure out your goal for each content idea.
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How to Write Blog Posts that Get Read and Shared Gini Dietrich, Author
• Difference between newsjacking and a news hook. Do the latter.
• Turn sent emails into new blog posts.
• When asking to be a contributor, comment on the sites first, share on social, personalize the email, keep it short.
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Implementing a B2B Content Marketing StrategyEmmanuel Laroche, VP of Marketing at Symrise NA
• Utilize survey service to ask questions to customers. Leverage that information.
• Mine through internal documents to find things to turn into content.
• Testimonials are important. Make them high quality. Names, titles, company, etc. Do videos, if possible.
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The Agency Model is Dead Kirk Cheyfitz, CEO of Story Worldwide
• Every company is the same: “We have great employees. We are honest. Etc.” You have to instead focus on the real differentiators.
• Use dollar figures when measuring. Period.
• Give emphasis to new platforms that are thriving and make sense for client.
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10 Most Common SEO Mistakes Content Marketers MakeStephan Spencer, Author
• Pillars of SEO include: links, site architecture, and really great content.
• Make content as evergreen as possible so it is useful for months/years to come.
• Use keyword tools that look beyond Google. For example, soovle.com.
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Storytelling & the Next Level of Content MarketingShane Snow, Founder of Contently
• Those who tell the stories, rule the world.
• Need to feature a story in all pieces of content. It helps connect reader to writer, buyer to brand.
• Stories > Content > Engagement > Relationship > ROI > Happiness.
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B2B Blogging Driven by EmployeesRick Short, Director of Marcom at Indium
• Everyone involved has to understand the goal. Have internal transparency.
• To beat Google, be the answer today, to the question your customer will ask tomorrow.
• Don’t be afraid to add fields to forms. Leads go down, but quality leads remain.
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How to Make Twitter Your Content Marketing Best FriendMark Schaefer, Author
• Build it and they will come is a terrible marketing strategy. Find the people to share the content.
• Twitter is the single fastest way to build a targeted audience.
• Use Twitter Advertising to ignite your content and be seen by new targets.
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How to Work with Virtual Staff to Buy More Time Chris Ducker, Author
• On average, it takes 4 hours extra to beautify, SEO and promote each blog post. Have someone else do this!
• You get what you pay for. Hire quality talent.
• Re-purpose content always. Rip video audio for podcasts, infographic based on blog post idea, etc.
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Creating a Seamless Video Strategy on a BudgetTim Washer, Producer and Comedy Writer
• Use humor in videos, especially if your brand/product is dull, dry, boring.
• Corporate meeting are stifling. Keep groups small. Chat over coffee.
• Basic accessories to camera equipment can make a big difference (mic, lighting, editing software, etc).
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The 7th Era of MarketingRobert Rose, Chief Strategist at Content Marketing Institute
• Only 23% of people feel they have good relationships with brands.
• No correlations between the number of interactions with a brand/customer and depth of the relationship.
• Recent marketing era has focused on relationships. Next will be on experience.
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Data, Digits and DummiesScott Stratten, Author
• The speed at which we reply is almost as important as the message.
• People only reacting is what's killing social. Instead, actively participate.
• QR codes…just don’t. Unless they serve a valid purpose (i.e. mobile ticketing).
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Closing KeynoteKevin Spacey, Actor
• If a great movie plays in an empty theater, is it a great movie? Content is nothing without the audience.
• Consumers want control of what they watch, how they watch it, when they watch it. See Netflix vs. NBC.
• All content needs conflict and authenticity.
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