Last week, over four thousand marketers gathered together to immerse themselves in the world of content marketing. The 2016 Content Marketing World conference was filled with insights from some of the top content marketers on the globe and offered two days filled with education and networking. In just a few short days, attendees (and even those that weren’t able to attend) began sharing their experience on social networks. In fact, last week alone there were 45,000+ posts on social networks by over 10,000 users with estimated impressions of almost 4M.
Each year, brands are investing countless hours and thousands if not millions of dollars in marketing to prospects and current customers with content. Often times, internal marketing teams are finding that they need content marketing agency expertise and support outside of their organization.
Working with an agency that specializes in content marketing can provide brands with a more strategic and scalable marketing program that leverages expertise and additional resources that specialize in content. However, agency retainers can be substantial and there isn’t a marketing executive out there that isn’t in search of maximum return on that investment.
Marketers are experiencing a major problem. That problem is that there is no longer a captive audience for anything. Consumers have tuned out advertising and traditional marketing tactics, leaving many marketers searching for a solution.
In her presentation at Content Marketing World, Tami Cannizzaro from Oracle offered some great insights that she has gathered from her years of experience at everywhere from IBM and eBay, to her new position as Vice President, Head of North America Marketing at Oracle.
She opened with a story about her experience on the New York Subway. One day she was getting off of the Subway and noticed that there was someone handing out money. Instinctively, she walked right by him. Similarly, marketers could literally be handing people money but people will move right by you if it feels like you’re selling.
Influencer marketing has proven to be a very effective way for brands large and small to build credibility and trust with their audience. However, many influencer marketing programs fail before they even get off the ground. But why?
There are many reasons that these programs don’t work according to Traackr CEO Pierre-Loïc Assayag in his presentation with Microsoft’s Amanda Duncan and Eve Psalti at Content Marketing World. These reasons include:
Often times, these transient interactions with influencers yield limited results. Think of it like a lot of first dates that don’t develop the relationship further or lead to a marriage.
True influence is based on trust and built on relationships. And the secret to influencer marketing ROI is to play the long game. But how do you scale intimacy?
Shelley Ryan and Lauren Mauro of Dell kicked off their afternoon session at Content Marketing World with some exciting news. According to the dynamic duo, Dell has purchased EMC, which I believe makes them the largest privately held company in the world!
At the beginning of their session, Lauren and Shelley shared what their session would NOT be. They vowed not to talk about the case for influencer marketing, the risk of not having a strategy or a college course for why you should do influencer marketing.
What they did focus on was their point of view, real examples and their own journey with influencer marketing.
Dell’s Approach to Authentic Influencer Marketing
Shelley Ryan shared that TopRank Marketing CEO Lee Odden has been a great sounding board for their influencer marketing program. One of the things he said that stuck out in her mind was:
Today’s customers are busy, savvy and frustrated. But why? They’ve taken on too much and are looking for ways to improve their own efficiency, old email marketing tricks no longer have an impact and they’re tired of receiving pitch after pitch that doesn’t add value.
However, email marketing is just as important (and effective) now as it has ever been, especially when it’s integrated with marketing automation.
And if you’re going to learn about the intersection of email and marketing automation from anyone, Mathew Sweezey of Salesforce is the person to listen to. In his session at Content Marketing World, Mathew covered some of the top values that exist within email marketing today.
Value #1: Email is a Mobile Strategy
It’s hard to believe it’s already been a year since we traveled to Cleveland for Content Marketing World 2015. These days, it seems that time (and content marketing) travels at the speed of light.
For those of you that don’t know, Content Marketing World is the largest content marketing conference in the galaxy (as far as we know), and marketers have traveled from all over the globe to spend the week learning and connecting on the topic of content marketing. In fact, Luke Skywalker has travelled all the way to Cleveland to give this year’s closing keynote!
To help you fight against the Galactic Empire (otherwise known as your competitors) here are some must-attend sessions at Content Marketing World.
Without question, the Content Marketing World conference is a force to be reckoned with when it comes to all things content. This is where I should segue into a Death Star reference and something about a love child between Joe or Robert and Princess Leia. Or was it Chewbacca? I kid.
What I’m not kidding about is that there are over 150 speakers at Content Marketing World that have spent numerous hours researching, planning and crafting presentations as well as practicing and coordinating their travel and stay at the event. When you think about it, the cumulative amount of content created amongst all those speakers isn’t just formidable, it’s outright impressive.
One of the most valuable resources for just about any company is the talent, expertise and insight from internal experts and executives, especially when it comes to content marketing. However, understanding the best practices and putting them into action within a large, complex organization is another thing entirely.
That’s why we are fortunate to hear from Content Marketing World 2016 keynote speaker John von Brachel. John has a deep editorial background at companies ranging from Time Inc. to Merrill Lynch to his current role as SVP and Content Marketing Executive at Bank of America. These roles have positioned him with very unique insight into the role of content marketing at the enterprise level.
In this interview, John talks about his editorial background, how he stays current, motivating executive participation with content and a preview of his keynote and breakout session presentations at CMWorld.
Update: Kathy is unable to make it to Content Marketing World and Jenifer Walsh, director of customer engagement marketing for Current, powered by GE will be taking the stage in her place.
Content Marketing within large, complex organizations is not for the faint of heart. Many big companies are legacy brands with years of history behind marketing status quo. Today’s business environment calls for constant innovation and for marketers that can champion the necessary change, there can be significant impact.
In that context, I introduce you to Kathy Sterio from General Electric. Her time with GE has spanned several decades and undoubtedly, she has observed and championed her share share of marketing innovation.
The digital world is often a small world. For example, when working with Dell on an influencer content program I met Dell’s Managing Editor at the time who seemed to be a cocktail of sophistication, intelligence and just a lovely person. She reminded me very much of Rebecca Lieb, another force of nature in the content marketing world. Why does this make digital a small world? Despite being based on two different coasts, they’re great friends!
This serendipitous content sage is none other than Stephanie Losee, who is now Head of Content at Visa, Corporate Communications. Along with many others, I’ve learned many important insights from Stephanie and I can’t wait to see her keynote panel at Content Marketing World in September.
Content Marketing World is the largest content marketing conference in the world. To say that the team from TopRank Marketing was excited to attend, is putting it lightly. Lee Odden, Alexis Hall, Josh Nite and I made the journey to Cleveland to learn from some of the best and brightest content marketing minds in the industry.
In a perfect world we would have been able to attend every session, but we consumed, live blogged and shared all that we were physically able to do. Below are some of what we considered to be the top takeaways and best speaker quotes from Content Marketing World 2015.
Top Content Marketing World Takeaways
Lee Odden – Participation Marketing Must Have’s