Content Marketing World Keynote Interview: John von Brachel, Bank of America

John von Brachel Bank of America

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.

Content Marketing World Keynote Interview: Kathy Sterio, GE

Kathy Sterio GE

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.

TopRank Marketing Top Takeaways & Speaker Quotes from Content Marketing World

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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

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Break the Cycle of Content Marketing Addiction: Turn Regular Content Into Extraordinary Success

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“Our content marketing success is not defined by the height of our peaks…it’s defined by the depth of our valleys.” – Andrew Davis

Andrew Davis the author of “Brandscaping: Unleashing the Power of Partnerships” has such an infectious energy that it is impossible not to sit up and listen when he is speaking. Last week, I had the pleasure of sitting front and center for Andrew’s presentation at Content Marketing World. Sadly, none of the Muppets from his previous work made a cameo, but this was by far one of my favorite sessions at the content rich conference.

According to Andrew, companies need to start rethinking the way that they “do” content marketing. This means breaking the cycle of content marketing addiction that plagues many of today’s marketers.

5 Tips to Help You Become a Prolific Content Creator

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The demand for consistent content creation has forced many marketers to take shortcuts. Shortcuts may enable you to get to an outcome faster, but it is often a worse outcome. Using shortcuts to create more content faster can help you to achieve more volume, but at some point, the quality goes through the floor.

Quantity and quality are not opposites. They can exist simultaneously. In fact audiences today demand that they do. To meet that demand, Jay Acunzo, Vice President of NextView Ventures, identified in his presentation at Content Marketing World 2015, that you must be, or nurture in your organization, the prolific content creator.

Being a prolific content creator doesn’t just mean creating more “stuff”, working faster or tapping into some secrets of the interwebs. Being a prolific content creator is something different. According to Jay there are 5 things which prolific content creators do really well in order to achieve the elusive quality and quantity of content.

4 Ways Brands Can Use Creativity & Comedy to Create Award-Winning Content Marketing

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“For those of you that think comedy won’t work for your brand, ask yourself: will it work for your customers?” – Tim Washer

Most the time, if you ask a group of people “do you like to laugh?” 100% of your audience will respond with a resounding “Yes!”. Seeing that, you’d assume that incorporating comedy into your content marketing would be a no-brainer, but that’s much easier said than done.

There is often the struggle between knowing how far to take humor, and incorporating comedy that speaks to your larger audience. Last week, Tim Washer of Cisco Systems provided a giggle inducing presentation at Content Marketing World aimed at helping marketers smartly inject comedy into their content marketing programs. Here are 4 ways according to Washer:

How Blackberry is Activating Employees as Brand Ambassadors with Content Marketing

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One of the most important audiences for content–the people who can make or break the success of your organization–is also the toughest audience to impress. They know your company inside and out. They have highly evolved B.S. detectors. They are the ones who decide whether what you say about your brand is true.

This crucial audience is your organization’s own employees. Enthusiastic and engaged employees can boost revenue, increase job creation, even increase the appreciation of your stock. Are your employees passionately bringing your story to life?

Type A Communications President Carla Johnson and BlackBerry’s Senior Vice President of Marketing Mark Wilson took the stage at Content Marketing World last week to discuss how we can bring the skills and strengths we have as marketers to address our internal audience. Mark used examples from BlackBerry’s internal marketing program to illustrate how to turn employees into brand ambassadors.

Creating a Content Galaxy: How to Save Time and Improve Quality with Repurposing from Amy Higgins #CMWorld

Amy Higgins ImageOn the second day of Content Marketing World, it is apparent that one of the huge pain points of this industry is the struggle between quality and quantity of content. We all seem to feel the need to create more content and publish more often, in order to be seen. However, we also feel the squeeze of resource and time constraints.

Given this struggle, it is no surprise, that the room is packed front to back for 101 Ways to Repurpose Content, a session from Amy Higgins, Senior Manager of Social Media for Zendesk.

Amy opens by assuring the room that with proper planning you can have it all, quantity and quality of content. She shares three primary ways to gain efficiency to ramp up volume and create better content.

Incorporate Participation Marketing for More Scalable Content Marketing – Lee Odden #CMWorld

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“The best should win, but creating the best is a challenge.” – Lee Odden

Yesterday at Content Marketing World, TopRank Marketing CEO Lee Odden delighted a packed room of marketers by providing inspiring and actionable advice on how to successfully approach participation marketing. Lee assured marketers that if they wanted to produce quality and scalable content, without having to scale marketing budgets, this was the place to be.

So, how can we get some relief from all of the hard work it takes to create a truly impactful participation marketing program?

Among the many things covered in his session were:

  • A methodical approach for deconstructing and repurposing marketing to make it more useful.
  • How to integrate influencers, social and SEO into your content plan.

Michael Brenner’s Tips, Tools, and Templates to Build Your Content Marketing Strategy #CMWorld

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“The world has changed. Most content stinks. Attract people through stories they love.” –Michael Brenner

NewsCred Head of Strategy Michael Brenner knows the challenges facing content marketers. Consumers no longer accept that content has to be ad supported. They–or, rather, we, since we’re all consumers–no longer tolerate interruptions. Not only that, but the best content we as marketers create still has to compete for attention with pictures of babies and puppies.

Michael’s solution? Create content your customers will love. Talk to them, understand their questions, and leverage the intelligence your organization already has. Michael estimates that “50% of the content you need is already present in your organization.” Auditing your existing content, and tapping your knowledgeable co-workers, can get your content hub off to a roaring start.

5 Step Algorithm Hack to Achieve Greater Social Visibility from Erin Monday #CMWorld

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I would consider myself an excellent Googler. As a consumer and a digital marketer, I have believed that you can find almost anything with a few quick keystrokes into the search engine.

However, recently I found myself querying “healthy smoothie recipes”. Millions of results, but the first page of results were mostly mass produced round ups, not what I was looking for. I opened Instagram on my phone and searched again “healthy smoothie recipes”.  Bingo. Hundreds of beautiful foodie images appeared. I become a follower, consumer of content and a prospect of at least 5 new brands.

User behavior, like mine, is evolving. Whether social media provides better results or is just more convenient because you’re already on the app, more people are using social media to research and discover than ever before. According to Twitter, there are 19 billion searches on Twitter every month.

Ian Cleary Discusses Essential Tools to Optimize Your Content Marketing #CMWorld

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RazorSocial Founder Ian Cleary is passionate about using tools to make content marketing better. At RazorSocial, he trains companies to use technology to increase their reach, search ranking, and audience relevance.

Ian took us on a whirlwind tour through 15 common content marketing problems and the tools he uses to solve them. Here are my picks for the top five:

Problem #1: Blog Posts Don’t Get Ongoing Organic Traffic

After the initial post-launch spike, you may find your traffic results dwindling. In most cases, organic traffic dies off completely.

Solution: Create Content Designed for Continued Visibility

Use a tool like InboundWriter to see what topics will be more successful in the long term, and what keywords to use that will keep your content visible to search traffic.