Amy Higgins

Stop the Marketing Killjoy: 5 Ways You’re Turning off Audiences with Bad Video

It might only be 1pm in the afternoon, but it’s five o’clock somewhere – a perfect time for a great dry martini.

Research “how to make the perfect dry martini”, and you’ll get over 1,560,000 results. Ask a content marketer “how to tell a good story”, and you’ll get about the same quality of results — except when you ask the fabulous Tim Washer. Like the perfect dry martini, Tim’s strategy for how to tell a good story is simple, neat, and well…perfect.

In his session at Content Marketing World, Tim not only shared how improv can help your B2B marketing, but he shared the five ways you can kill the joy in your videos.

What are his simple rules of how to stop the marketing killjoy?

Joshua Nite

How adidas Put Culture at the Core of Their Content Marketing Strategy

Frank Thomas of adidas

Jean Giraudoux once said, “The secret to success is sincerity. Once you can fake that, you’ve got it made.”

It’s a funny indictment of how to take exactly the wrong approach to authenticity. But too often, brands and marketers miss the sarcasm. We target an audience, then carefully cultivate an image to appeal to them. We create the appearance of a culture that matches theirs. And then we’re surprised when our target audience sees right through it.

What if we stopped trying to fake sincerity and turned the whole process inside out? Instead of crafting a culture to match an audience, why not attract the audience that matches your culture?

Caitlin Burgess

5 Radiant Writing Secrets Inspired by ‘Charlotte’s Web’

Some pig. Terrific. Radiant. Humble.

In the classic E.B. White novel, Charlotte’s Web, these simple yet impactful words save a life and make another better. And for prolific writer, marketer and speaker Ann Handley, these words also make the title character the best content marketer in the world.

“In just four [phrases] she had to make her case. Wilbur was her product.” Handley passionately told Content Marketing World attendees last Thursday. “I mean she was looking to save this pig’s life people. … And Zuckerman was her audience.”

Handley’s passion for Charlotte’s marketing abilities stems from her “literary crush” on author E.B. White. She even attempted to purchase his Maine estate where we wrote 12 of his 14 novels, including Charlotte’s Web.

Tiffani Allen

Alicianne Rand Shares 4 Tips for Driving Sales Through Content Marketing #CMWorld

Tiffani Allen     Content Marketing World

What does it look like when content, influencers and social media come together to generate a metaphorical gold mine in terms of revenue and reach? To put it mildly, it’s drop dead gorgeous.

At least that was the view from my seat at Content Marketing World as Estée Lauder’s Executive Director of Global Content Marketing Alicianne Rand shared the incredible success her organization has achieved through their integrated content marketing strategy

So, what needs to happen to take your content marketing strategy from drab to fab? Here are four tips straight from Rand herself.

Tip #1 – Use data to drive your content marketing strategy

At Estée Lauder, Rand and team have built a framework to simplify how they look at data.

Caitlin Burgess

Lee Odden Shares 5 Best Practices for Enterprise Influencer Marketing #CMWorld

It was all aboard the Content Marketing World Enterprise Wednesday morning, as TopRank Marketing CEO Lee Odden took marketers to the not-so-final frontier of marketing: influencer marketing.

Lee’s session, “Big Brand Influencer Marketing: Trends & Best Practices,” had the flight deck packed with eager marketers from brands big and small as well as agencies, all looking for insight to define, refine or inspire their influencer marketing journey.

While Lee covered enterprise influencer marketing trends, tools and interesting B2B and B2C case studies, much of the presentation focused on five best practices for creating a dynamic influencer marketing program with the perfect balance of great content and strong influencer relationships.

What are those five best practices? Read on to find out.

Tiffani Allen

The Secret to Achieving Enterprise-Wide Content Marketing Buy-In? Understanding Your Cast of Characters #CMWorld

It’s certainly no secret that quality content is the foundation of every marketing strategy. And you may think the success of your content marketing initiatives rests in the capable and creative hands of your marketing team members. But you may be missing out on a big internal opportunity.

During her session titled “Driving Content Marketing Success in Your Organization: Sales, Product and Global-Regional Collaboration,” Jillian Hillard, the Director of Brand and Product Marketing for Electrolux Home Care and SDA, North America, emphasized the importance of enterprise-wide buy-in.

Using three rebranding case studies as examples, Hillard walked us through her process for getting key players from multiple departments to buy-in, get excited and see the value in content marketing.

Joshua Nite

Tips for Making Video Content that Earns Attention from Andrew Davis #CMWorld

The inimitable Andrew Davis is the best-selling author of Town, Inc. and an in-demand marketing speaker. After his presentation at Content Marketing World 2017, I can see why.

He made me feel stupid. And I’m incredibly grateful.

The best presentations make you feel stupid in retrospect. Of course! It’s so obvious that this is the way to do it! Why haven’t we been doing it this way the whole time? Feeling stupid after-the-fact means you just got smarter.

You see, video content marketing has gone from the next big thing to the current big thing. Brands that pump out a ton of text-based content are now flooding the attention marketplace with video. And just as we had to learn how to make content work for marketing, we’re all still figuring out how to make effective marketing video.

Ashley Zeckman

An Ode to Content Marketing World: A Look Back at Some of Our Favorite #CMWorld Moments

Can you imagine life before Content Marketing World?

I can’t, and I will only be attending my third year of this information-packed conference this week.

What Joe Pulizzi, Cathy McPhillips and the rest of the team at Content Marketing Institute have built over the past 7 years is truly amazing. Each day is filled with learnings from top content marketers, fun games and lunch and learns and awesome after-parties.

Below you’ll find fun some highlights from our involvement from Content Marketing World’s inception, to happenings at the conference this week. Enjoy!

Joshua Nite

Final Boarding Call for Content Marketing World: Don’t Miss these 10 Presentations

Does anyone look forward to getting on an airplane anymore? Sure, you may be excited about where you’re going or what you plan to do when you get there. But anyone happily anticipating the screening, boarding, and flying part—well, I’ll have whatever vitamin supplement they’re on.

If you’re headed to Content Marketing World, odds are there’s a flight in your immediate future. Fortunately, this trip is definitely worth the hassle. Just keep in mind how much you’re about to learn, how many amazing marketers you’re about to meet, and you can smile your way through the unpleasantness.

Ashley Zeckman

[Infographic] The In-Flight Guide to Content Marketing

Marketers who plan appropriately significantly increase their likelihood of success. Seems like a novel concept right?

You’d think so, but unfortunately the day-to-day grind can cause many marketers to lose sight of what’s important and essential for content marketing success. In today’s competitive landscape, everything from your strategy to the actual content experience and the way that you amplify content that is created (or co-created) are key factors in the success of your content program.

To help you take your content to new heights, we have topped into some of the top B2B and B2C marketing minds that will be speaking at this year’s Content Marketing World conference in September. Over the past months we have published a series of eBooks that take a deep dive into the content skills and tactics necessary to meet the needs of the modern customer.

Ashley Zeckman

CMWorld Interview: H&R Block’s Zerlina Jackson Explores Marketing in the Financial Sector

Marketers in financial industries are in the midst of a major digital transformation.

Apps and mobile experience have become not a “nice to have” but a requirement from consumers. Additionally, financial institutions have started investing heavily in user experience for their web properties to focus on customers first.

The team at H&R Block has taken digital transformation to the next level by utilizing the artificial intelligence from IBM Watson to help tax preparers dig deeper and help customers save money.

To gain a better understanding of what it’s like to work in marketing at a financial institution, I reached out to Zerlina Jackson, Director of Web Experience at H&R Block. Zerlina has nearly eight years of marketing experience in the financial sector and was able to shed some light on topics that are top of mind for nearly every marketer.

Ashley Zeckman

CMWorld Interview: Citrix’s Justin Levy Takes a Dive into Top Social Media Opportunities

The lines between long-form content and social media marketing are becoming blurrier each day. Social networks now allow for native video viewing, live video and even some long-form content. They have essentially become their own content platforms competing with blogs and brand websites.

Facebook alone is on pace to hit approximately 2 billion users this year and other social networks are growing at a rapid pace as well.

To better understand the role that social media marketing plays in today’s digital world, I decided to pick the brain of one of today’s top social media leaders, Justin Levy. Justin is the Director of Social Marketing at Citrix and in addition to being an incredibly talented marketer, he’s very open to sharing what he knows to help other marketers learn and grow.