Wrap Up of Content Marketing World 2014 - Cleveland,Ohio

CONTENT MARKETING WORLD 2014

Cleveland, USA

9-11 Sep

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1

Cleveland, Ohio



Over 2,600

attendees

Over 50

countries

Over 80

sessions Over 60

exhibitors

Kevin Spacey

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Jason Dutton-Smith www.wordconnect.com.au

@morethanroute66

11

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Jason Dutton-Smith www.wordconnect.com.au

@morethanroute66

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Jason Dutton-Smith www.wordconnect.com.au @morethanroute66

14


Confab Events - Sean Tubridy

DAY ONE…


Inspired

Content:

How Brilliant

Storytellers

Create a

Sudden Urge

to Act

Author:

Brandscaping

Jason Dutton-Smith 19www.wordconnect.com.au @morethanroute66

MOI

MOMENTS OF INSPIRATION


Inspired

Content: How

Brilliant

Storytellers

Create a

Sudden Urge

to Act

Author:

Brandscaping

Secret 1

Build suspense in a story (drama is anticipation built with

suspense)

Secret 2

Foster aspiration (inspire people to change). Your moment of

inspiration is tied to your audience aspiration.

Secret 3

Drive empathy - IBM created a machine named Watson to go

on Jeopardy. People where reinspired to trust the brand IBM

as Watson was smart and had something different (people

are now asking if Watson can beat Google)

Secret 4

Harness emotion (emotion leads to action, reason leads to

conclusion) uncover the raw emotions attached to whatever

you do


ANDREW - KEY TAKEAWAY


ACTIVE EVELUATION

Consumers add and subtract brands

to make an evaluation to purchase

Make sure you’re one of them


STROP CREATING CAMPAIGNS AND

START MAKING COMMITMENTS TO

VALUABLE STORIES…

What is your MOI


Julie

Fleischer

The ROI on

Content &

How Kraft

Built Their

Strategy.

Director: Data, Content,

Media


Julie

Fleischer

The ROI on

Content &

How Kraft

Built Their

Strategy.

Director: Data Content

Media

• Data drives content creation (at Kraft)

• 500 more times advertising exposure

today

• Become a publisher and commoditise

• Use data to find trends and type of

content people engage with

• Quickly deploy to all social media

platforms

• Work as a publisher and in-house brand

agency


JULIE - KEY TAKEAWAY


WHAT SHOULD YOU SAY?

WHAT ARE THEY INTERESTED IN?

Relevancy is key to all stories


MINING DATA THAT

DRIVES CONTENT

AND EXPERIENCES

THAT CREATE DATA.


Chad

Zimmerman

How to Market

Your Content

Offsite & Why

It’s Critical to

Get it Right

CEO & Founder:

Stack Media


Chad

Zimmerman

How to Market

Your Content

Offsite & Why

It’s Critical to

Get it Right

CEO & Founder:

Stack Media

PAID CONTENT DISCOVERYTaboola, nrelate, gravity, Adblade, Disquis

ONSITE FUNNELLING – OPT INCapture more from users than their time

DISPLAY RETARGETINGRemarketing. A/B testing

PUTTING IT ALL TOGETHER


CHAD - KEY TAKEAWAY


PUBLISH

CAPTURE

MEASURE

RETARGET

RINSE AND REPEAT


AGENCY VS. IN-HOUSE

Mix suppliers for

maximum amplification


Gini Dietrich

How to Write

Blog Posts

That Get

Read &

Shared

Author: Spin Sucks


Gini Dietrich

How to Write

Blog Posts

That Get

Read &

Shared

Author: Spin Sucks

Generate Ideas• Talk Walker Alerts (replacement for

Google alerts)

• Smart Brief (aggregate content from

the web based on your industry and

help generate blog ideas)

• Read comments

• Current events


Gini Dietrich

How to Write

Blog Posts

That Get

Read &

Shared

Author: Spin Sucks

Capture Ideas

• Use Word Press (as a draft)

• Google Docs

• IPhone notes

• Running word doc


Gini Dietrich

How to Write

Blog Posts

That Get

Read &

Shared

Author: Spin Sucks

Social Share

• Speak to an influencer

• Use your collective network to

share


GINI - KEY TAKEAWAY


CONTENT HUB

AMPLIFY

SOCIAL PLATFORMS


Cleveland, Ohio


David Jones

John Deere &

The Furrow:

The Original

Content

Marketers.

Editor In Chief


David Jones

John Deere &

the Furrow:

The Original

Content

Marketers.

Editor In Chief

Secret to their success?We know our customers needs and wants

How are they still relevant?Farmers need a place for unbiased information

How do they get buy-in?2/6 stories are from farmers including images


DAVID - KEY TAKEAWAY


WE KNOW OUR CUSTOMERS

NEEDS AND WANTS AND

SIMPLY DELIVER


NO SELF PROMOTION

JOHN DEERE MENTIONED

MAXIMUM OF SIX TIMES

PER EDITION


100% CONTENT MARKETING


KEEP AN AGILE TEAM

Value discussion and compromise

Maintain impartiality


DAY 2…


Shane Snow

Storytelling

& the Next

Level of

Content

Marketing

Author: Smartcuts

Founder: Contently


Shane Snow

Storytelling

& the Next

Level of

Content

Marketing

Author: Smartcuts

Founder: Contently

It’s all about the story

What is the MOI

Good stories make us care

Native American proverb

Those who tell stories rule the world



Blind man without a pension

Spring is coming and I wont see it

Change a simple statement into a help statement

SHANE - KEY TAKEAWAY


STORY TELLING CAN

BREAK DOWN BARRIERS


GOOD STORIES MAKE US CARE

GREAT STORIES BUILD

RELATIONSHIPS


Todd

Wheatland

6 LinkedIn &

SlideShare

Hacks to

Change Your

Business

Author - The Marketers

Guide to SlideShare


Todd

Wheatland

6 LinkedIn &

SlideShare

Hacks to

Change Your

Business


Guide to SlideShare

LinkedIn for Groups

• View as content marketing platform

• Posts must be relevant

• Moderate and keep active

• Higher frequency is rewarded

• Consistency management is key

• Build relevancy and trust

Best company example

• Hubspot


Todd

Wheatland

6 LinkedIn &

SlideShare

Hacks to

Change Your

Business


Guide to SlideShare

SlideShare

• Professional or corporate content

• Connect LinkedIn and SlideShare

• Turn long form content into shorter

SlideShare content

• Treat as mini campaign

• Back link between SlideShares

Best company example

• Altimeter

• Travel World Passport


TODD - KEY TAKEAWAY


LINKEDIN NEEDS TO BE RELEVANT,

CONSISTENT, HONEST


SLIDESHARE SIMILAR TO AN

INFOGRAPHIC

ADD IMAGES AND BACKLINKS


The Future

of Content

Marketing

Panel discussion

Craig Coffey

Marketing & Communication Manager

Lincoln Electric

Chris Golec

CEO - Demandbase

Allen Gannett

CEO - Trackmaven

Ahava Leibtag

Principal AHA Media Group


What will we be embarrassed about in

the future?


• Distribution is not really thought of currently, we need to think of it now and it's on an equal weight

• How difficult it is for customers to get what they want

• How we have a manager of digital marketing and traditional marketing

• The webmaster will disappear and be incorporated - it's like having someone to manage the fax machine

Robert Rose

7th Era of

Marketing and

Rise of

Content

Creation

Management

Mini Keynote


Robert Rose

7th Era of

Marketing and

Rise of

Content

Creation

Management

Mini Keynote

“I have learned that I have a lot to

learn” – Robert Rose

• It’s about customer experiences

• Need to develop relationships

• Create value and valuable experiences

– nurture and share values


ROBERT - KEY TAKEAWAY


THE BUYERS JOURNEY WILL

NO LONGER BE A GUIDED TOUR


Scott

Stratten

Data, Digits &

Dummies -

What You Know

about Content

Marketing May

Be Wrong

Author: Unmarketing


Scott

Stratten

Data, Digits &

Dummies -

What You Know

about Content

Marketing May

Be Wrong

Author: Unmarketing

• Speed of Twitter reply is as

important as the tweet itself

• Be credible and reliable

• Screw up is a marketing

opportunity


SCOTT - KEY TAKEAWAY


DON’T TRY TO BE FIRST

BE RIGHT FIRST


DAY 3…


Jesse

Desjardins

Travel &

Tourism

Industry Lab

Tourism Australia


Jesse

Desjardins

Travel &

Tourism

Industry Lab

Tourism Australia

Is it repeatable and scalable?

Value for business and audience

Stop renting

Stop renting space and use own platform

Make the customer the hero

We are Yoda (the brand), not Luke

Skywalker (the consumer)

Make it different to anything else


Paint me like one of your French girls


Censored for Facebook


Kevin

Spacey

Closing Keynote

http://www.youtube.com/wat

ch?v=NJnP2wsgnoA#t=236


http://www.youtube.com/watch?v=NJnP2wsgnoA#t=236

Kevin

Spacey

Closing Keynote

http://www.youtube.com/wat

ch?v=NJnP2wsgnoA#t=236

How do

you create

a great story?


http://www.youtube.com/watch?v=NJnP2wsgnoA#t=236

CONFLICT

“Conflict creates tension, and tension keeps people

engaged with your story. Our stories become richer and

become far more interesting when they go against the

subtle order of things to really achieve something

different and unexpected.”


AUTHENTICITY

“Be mindful of falling into the trap of looking for keywords or quick

hits to boost their ranking on Google. Stay true to your brand and

true to your voice and audiences will respond to that authenticity

with enthusiasm and passion.”


THE AUDIENCE

“The device and the length are irrelevant to the story – Audiences have spoken.

They want stories! They’re dying for them. They’re rooting for us to give them

the right thing. And they will talk about it, binge on it, carry it with them to the

bus, and to the hairdresser, force it on their friends, tweet, blog, Facebook,

make fan pages, silly GIFs, and God knows what else about it and engage in

with it with a passion and an intimacy that a blockbuster movie could only

dream of.”


AND ALL WE HAVE TO DO

IS GIVE THEM THE STORIES


FINAL WORD:

IT’S THE RISK TAKERS

THAT ARE REWARDED.

GO TAKE SOME RISKS.

TELL YOUR STORIES.

CONTENT MARKETING

MATTERS


@morethanroute66

[email protected]

www.wordconnect.com.au

Jason Dutton-Smith


Wrap Up of Content Marketing World 2014 - Cleveland,Ohio

Presentations & Public Speaking

Transcript of Wrap Up of Content Marketing World 2014 - Cleveland,Ohio