Well, it’s been another year and another instalment of CMI’s Content Marketing World (CMW). For us at King Content it’s always an exercise in logistics to get to the event, so after 20 odd hours of travel we reached the mecca!
Last year’s inaugural event was mind-blowing and this year certainly didn’t disappoint. In fact, attendance was double that of last year and there were even more great speakers – not to mention Rick Springfield in full flight!
As is usual for an event like this, there are plenty of insights and almost too much information to take in – too many tweets, Facebook posts, etc. So I thought I’d distil it down to my six top take-outs that I’m going to be talking to our client roster about when I get back to Sydney:
1. “Our kids are going to grow up in a world without keyboards and mouses.” We all know that mobile is going to go crazy, but Mitch Joel‘s keynote was a jolt of lightning – are we (and our clients) ready for this new world in the next couple of years? Are our strategies realistic in this mobile-led world? We have lots to do!
2. “Know where your client’s next customer is coming from.” Andrew Davis talked about the value of partnerships and how developing these will not only improve your brand, but your bottom line as well. Where are our clients’ next customers, what are they consuming at the moment and how can we get our clients’ compelling messages in front of them? He talked about content partnerships – how can we bring like-minded brands together to build great commercial and content relationships? We’re going to be looking at where we can develop content relationships for our clients to ensure that our content reaches a broader market of prospective customers.
3. “Make your content worth sharing.” Jay Baer is a very frustrating guy to watch because you just want to sit back and admire the words that come out of his mouth. Instead, you end up taking pages and pages of notes as there are so many diamonds! He didn’t disappoint this time. His underlying theme was to focus on quality not quantity. Too many companies think that more content is better – it’s not always the case. We should think more about the fact that great content is better. Make every bit of content great and our clients will be happier as more people gravitate towards that quality content.
4. “Public measurement data is not as important as you think.” Jay also raised points around the value of public data, saying that the only reason people focus on ‘likes’ and followers is that they are in the public eye and considered almost as important as the hit counters from the old days. Focus on metrics that are in line with the business and, importantly, the sharing metrics. If your content is good, it will be shared.
5. “A picture tells a thousand stories.” Maria Pergolino from Marketo really opened my eyes up to the world of visual content and how it’s going to be a key component of all content strategies moving forward. We all know the value of images and video, but there are other forms of visual content that should be considered as well. The timeless comic book, for example – imagine a branded comic book telling a story about one of our clients! Visual note-taking and of course infographics will all be part and parcel of our suggestions moving forward.
6. “Bots, Pandas and Penguins don’t have credit cards!” Lee Odden made this crack during his session on optimisation. It means that while it’s critical to optimise your content, you need to ensure users are going to engage with it after they have discovered it. Ultimately, they are the ones who will engage and ultimately purchase.
This was certainly hard to narrow down to six, so be on the lookout for more take-outs from CMW and don’t forget that we’re bringing Joe and his team to Sydney next March for Content Marketing World Sydney 2013
By Craig Hodges – CEO
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