Content Marketing World: 30 Ideas From

Industry Experts (/blog/content-marketingworld/)

By Susan Moeller (http://buzzsumo.com/blog/author/susan/) on September 12, 2016

When professionals from all over the world gather to talk about their craft, they create a
tremendous number of ideas for themselves and their colleagues. Thats exactly what
happened this week at Content Marketing World, the annual conference presented by our
friends at Content Marketing Institute. (http://contentmarketinginstitute.com/)
Set in Cleveland, it wasnt hard to believe that for these few days at least, Cleveland was, as
Joe Pulizzi, (http://www.joepulizzi.com/) has envisioned, the Content Marketing capital of the
world.

The Content Marketing World Speakers blew us away with the depth and breadth of their
presentations. Their ideas ranged from futuristic, philosophic, and disruptive to classic,
actionable, and bottom-line focused.
Here are our 30 top takeaways from our time at the conference, with special thanks to other
attendees who answered our call for help in providing you with the best summary possible.
1. Mediocre content will hurt your brand more than nothing at all. Joe Pulizzi.
2. Customers should be center-stage, not the brand. The patent on Legos ran out years
ago, and the brick itself is a relatively generic design. What makes Lego special is the
content that has grown up around it. Content sells the brick, said Lars Silberbaurer,

Global Director of Social Media and Search Marketing, LEGO company. The company
builds its strategy around user-generated content. Instead of simply putting a message
into the company-created content, Lego works hard to set the scene for its audience to
engage with the product. We want to be very understanding of our consumers, Lars said.
Thats how we create a connectionthen we stick to it. His advice: Be the best in the
world at adapting to the consumers needs, not the needs of the social platforms.
3. Concentrate on strong opinions and research. If research leads to links, then
opinions lead to shares, said Andy Crestodina, strategic director of Orbit Media
(https://www.orbitmedia.com/andy-crestodina). He suggested two ideas
for identifying opinions that will get shares: What do you believe that most people disagree
with? And, what questions is your industry afraid to answer?
4. HOW-TO TIP: Target the topic, not just the phrase in your content SEO. Use Google
search to find terms related to your keywords and phrases, Andy said. Then, do the same
with keyword.io. Find the words that are semantically related to your content, then use
those in your writing. Make a list. Check it off.
5. Keyword search is, well, key. If you arent doing keyword search and if you are not
trying to find what people are actually searching for, its not worth writing content, said
Venngages (https://venngage.com/)Nadia Khoja. Andys emphasis on SEO and writing
was a confirmation of this principle for her. Thanks Nadia!
6. You have to give away all of your best advice. The pages on your site where you give
away great bits of content marketing strategy give you a search, social and email bump,
Andy said. That bump is necessary to get people to your transactional pages. Andys talk
was jam packed with great advice. (And, he gets the BuzzSumo prize for effort in creating
the birth of a lead visual mapping out the path of a conversion through Google
Analytics. Were also happy he didnt live tweet the conversion!)

7. Publish content that your audience feels compelled to share on Facebook. The key
to doing this, said Facebook expert Mari Smith (https://www.marismith.com/), is to make
your audience look good in front of their audience when they share.
8. Super-short videos that deliver value from the very first frames are todays most
effective tool, Mari said. Four times as many consumers would rather watch a video
about a product than read about it, and Facebook is committed to the expansion of video
capability within the platform, Mari said. Videos get more engagement on Facebook, but
they are underutilized. She suggested Animoto (https://animoto.com) as a way to create
high quality sound-off videos that display well in newsfeeds. Videos should evoke
emotion; they should make people laugh, cry, or go awwww.
9. HOW-TO TIP: Use custom audiences to re-target people who watched a certain
percentage of your Facebook videos, Mari said.
10. HOW-TO TIP: When boosting posts on Facebook, dont begin the paid promotion until
your post has been online for 1-24 hours, Mari said. The goal is to ride the wave of
organic and paid reach. After the initial organic shares have accrued, boost posts from
within ad manager, but not by using the Boost button alongside the post. The button
itself is a signal to the Facebook algorithm that the advertiser has chosen a lightweight
option, Mari said. Let the post sit again, accrue more shares, then come back to add a
second paid lift.
11. There is value in slowing down, being deliberate. Developing empathy with your
customers by constantly asking why customers would care about your product or service
is a good example of beneficial slowness, said Ann Handley
(http://www.annhandley.com/), Chief Content Officer at Marketing Profs. (And, she gets
the BuzzSumo prize for product development with the boyfriend pillow!) Content
marketers need to create audience-centered content, not brand-centered content.
12. Keep your writing centered around one idea that matters to your audience. Ann
continued the theme of audience relevance in her packed session devoted to better
writing. Your readers are looking for a reason not to read, she said. Dont give them that
reason. Toward that end, lead with your best bit of writing. Keep your writing revolving
around the screw or central idea that matters to your audience. And be ruthless in your
self-editing.
13. HOW-TO TIPS: Become a writing idea-hoarder: jot down 5 ideas a day. Experiment with
writing tools like the hemingway editor, (http://www.hemingwayapp.com/) and ILYS.
(https://www.ilys.com/welcome)
14. Content network and distribution is the future. Mitch Joel, President of Mirum, said
that he no longer believes the idea that your own site is the hub to which all of your

content points and flows. If you are thinking about building a distribution network,
everywhere you connect with your audience online is a hub.
15. If you understand your why, you have a lot of options for your what. The most
thought-provoking and powerful idea at Content Marketing World came from a stand-up
comedian, said Ann Gynn, editorial consultant at Content Marketing Institute. Michael Jr.
shared a profound concept that works on a personal and professional level. It is also the
key to finding success in content marketing.

Thanks Ann!

16. Killer content meaning, insanely profitable content doesnt need to be slick,
sexy, or polished, said content strategist Aaron Orendorff (http://iconicontent.com/). My
big take away was from Drew Davis Killer Content: How brilliant brands create
less content and deliver bigger success. You dont need to create a lot of content. But
what you do create MUST be niched and helpful as hell! Thanks Aaron!
17. The audience is the value. Of all main media types paid, earned, shared, and owned
only owned media, content marketing, is a long-term investment, said Robert Rose.
The asset is the audience that consumes the content.

Kingman Ink provided live hand-drawn summaries from individual

Content Marketing World Speaker Presentations
18. Set KPIs to measure growth of content YOU need to justify your campaign. Ayat
Shukairy, Co-Founder of Invesp Consulting, pushed one theme of the conference:
Content marketers need to take responsibility for measuring the results of their workeven
if those results arent immediate. Embrace the idea that measuring ROI can be a long
term process, a long term commitment, Ayat said. Break key performance indicators into

quarterly goals and meet them. And, use your analytics questions to drive actionable
insights.
19. The marketing machine age is now. Although algorithms and artificial intelligence
already play key roles in numerous industries, their application in marketing is just
beginning, said Paul Roetzer, Founder of PR 20/20. Now, both the potential for disruption
and the reward for disruption have aligned in marketing. Machines will help marketers to
create better content, more quickly, and less expensively. Check out Roetzers Marketing
Artificial Intelligence Institute, (http://www.pr2020.com/marketing-artificial-intelligenceinstitute?
portalId=883&hsFormKey=5bb762db0fc751a7b88a1f780fcb973b&submissionGuid=a9e2709bc437-4b28-995c-dc645a4f8a44#module_14725690827458966) launching in September
2016, to stay on top of the ways machines are changing marketing.
20. Look for ways to enter the conversations you find via trends. Marriotts MLive
monitors trends online all the time, then works to connect those trends with the particular
Marriott brand that best fits the trending story, said David Beebe, VP, Global Creative and
Content Marketing. MLive connects the dots between trending stories and brands. For a
fun example, read more about Elizabeth Gallagher.
(https://www.boston.com/culture/travel/2014/12/18/this-woman-will-travel-the-world-forfree-thanks-to-her-name)
21. Overcome the force of no. You have to be willing to hear no 450 times to get the yes
you need. Believe in yourself and never give up, said Mark Hamill, award winning actor,
famous for his role as Luke Skywalker. Thanks to Bob Girolamo from sourcd
(http://marketing.sorcd.com/)for this takeaway.
22. Our job is to make the content that accomplishes our organizations goals. Rand
Fishkin summarized a list of the worst marketing advice by reminding practitioners to
apply advice carefully within their own unique context, learning from others experiences,
but testing the application of those experiences in context before jumping on any passing
bandwagons. Use marketing tactics that align with your organizations goals, not simply
the latest marketing advice, Rand said.
23. Distinguish between citizen influencers and power influencers. Building an engaged
audience requires intentional relationship building, said Ian Cleary, founder of Razor
Social (http://www.razorsocial.com/). In thinking about your audience, its helpful to
distinguish between citizen influencerspeople who use and love your product and
participate on social media and power influencers people who drive conversations on
social media. In both cases, relationships are key. Build relationships with citizen
influencers through content and connectionanswering questions, acknowledging

comments, etc. Build relationships with power influencers over time by offering them
something of value, being consistent, and seeking in-person connections.
24. HOW-TO TIP: In developing relationships with influencers, offer video reviews of their
books on Amazon, Ian said. This is especially effective if you would like to gain a speaking
role, as the influencer is able to get a feel for your ability to present. (Ian also wins the
BuzzSumo Arts in Action prize for his Irish dance imitation. Thanks to Nicole Shedden, of
Corporate United, for her quick camera work!)

25. HOW-TO TIP: Use the goals section of Google Analytics to identify the content on your
site that is driving the most traffic, Ian said. Take the top performing landing pages and
leverage them for e-mail subscriptions. Then take a look at the people who were on your
product page, but didnt buy. Use re-targeting to give them another chance to close the
deal.
26. Create content that shortens the sales process by aligning it with key questions.
The #1question asked by decision-makers is: What problem does it solve? And why do I
need it? The #2 question asked by decision-makers is: What are the likely results of using
your product?
The #3 question asked by decision-makers is: What are alternatives? Address these three
in your content for faster sales, said business strategist Ian Altman. Thanks to Michelle
Emmons from ihire (https://www.ihire.com/) for this takeaway.
27. The number one thing you need to do is figure out the WHY for your
company. Ive heard it from 5 speakers already, said Rachel Mann, Digital Content
Strategist at American Fidelity (https://americanfidelity.com/). WHY does your company do

what they do? If you dont know, continue to ask until you distill down to the core purpose.
Your company does not sell something just to sell it you sell it to solve a problem for
your customer, to make their lives better. Thanks Rachel!
28. Research is the key to building a successful overall content strategy, and that
strategy includes promotion. Content marketers should not ignore the earned media
channel, including classic PR tactics like pitching stories to journalists, said Chad Pollitt,
Co-Founder of Relevance (http://relevance.com/). Content, especially data-driven, original
research, is particularly suited to this use. For a hit-it-out-of-the-ballpark example read
more (http://www.plasticsnews.com/article/20121127/NEWS/311279973/obama-to-presshis-tax-plan-at-pa-molder-rodon-group)about President Obamas visit to the Rodon plastic
plant which came about after the company released a white paper explaining how their
process was cheaper than (outsourcing to) China.
29. Only promote your best performing content on social. Citing power influencer Larry
Kim, Chad suggested taking only your best 1-2 posts from the week and paying to
promote them on Facebook. (The spend doesnt have to be highthink $50 or $100, not
$50,000 or $100,000.) Remember that you only pay for the first wave of shares when you
boost a post. If a paid share creates a secondary share (someone sees the post that was
shared via paid and then shares it again), the second tier is freeA classic example of
paid media creating earned media.
30. Dont lead with KPIs and content. Instead, ask yourself if your target audience wants or
needs content, said Cameron Conaway. Then ask if the heart of your company is aligned
with those topics. Finally, decide if you are capable of delivering value.
With 225 speakers, 123 hours of presentations, and its own game show

we werent able to cover every great tip from Content Marketing World 2016. Wed love to know
what you took away from the event. Let us know in the comments!

(http://app.buzzsumo.com/users/register)
http://topleftcreative.com Cody D Martens
Thanks for putting this together! Great insights.
http://steintutors.wordpress.com/ Robert Stein
Lots of great info to digest.
dumspirospero

Thank you for sharing this! After reading, I know that this will serve as a tool that I come back to
especially after implementing the takeaways and measuring their outcomes. Very very useful!
dyejo
Great content! Thanks for sharing!
http://www.businessleadsmalaysia.com/ Ameer Ahmad
Lots of How-Tos, Dont and Dos, and other advice that everyone must keep and done for their
marketing to keep on rolling. I like most this one by Nadia, Keyword search is, well, key. While
youre busy posting blogs about wine, many others are searching for coffee. You have to know
what that many others are searching online in order for your blogs to be read and be on top.
Literally blown by these! Thanks a lot!
Patricia Newson
Great list, thanks for sharing! Totally see point 29, weve seen great results with highly
performing promo videos (we use slide.ly/promo) with budgets at little as $70 and then
reapproach the engagers with special offers w/ a follow up video ad, works every time!
http://www.greatcopy.info/ Charlotte Fleming
Thanks for this list plenty of excellent advice for both my business and my writing students
Hannah Tecott
Great list Susan, thanks for putting it together. Especially excited and inspired by #19 and
learning more about how machines and artificial intelligence can help marketers be better at
content marketing and get better results from their efforts. We live in a very exciting time and
more marketers need to be educated on the benefits of AI and the huge opportunity it provides
to improve our efforts work smarter. Heres a post we wrote on just some of the benefits of AI for
content marketing: http://blog.scoop.it/2016/07/18/5-ways-to-leverage-the-benefits-of-artificialintelligence-for-content-marketing/ (http://blog.scoop.it/2016/07/18/5-ways-to-leverage-thebenefits-of-artificial-intelligence-for-content-marketing/)
Amanda H Famous
What a great article! Content marketing definitely works. Nevertheless, Id like to share with you
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Natalia Axelsson
If you have interested in latest tend marketing than looking for best content marketing based
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https://delucks.com/ Severin Lucks
Awesome post, thank you!

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