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

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Jason Dutton-Smith www.wordconnect.com.au

@morethanroute66

NOT Sponsored by…

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

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

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

Fleischer

The ROI on

Content &

How Kraft

Built Their

Strategy.

Director: Data, Content,

Fleischer

The ROI on

Content &

How Kraft

Built Their

Strategy.

Director: Data Content

• Data drives content creation (at Kraft)

• 500 more times advertising exposure

• 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.

Zimmerman

How to Market

Your Content

Offsite & Why

It’s Critical to

Get it Right

CEO & Founder:

Stack Media

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

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

Wheatland

6 LinkedIn &

SlideShare

Hacks to

Change Your

Business

Author - The Marketers

Guide to SlideShare

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

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

Stratten

Data, Digits &

Dummies -

What You Know

about Content

Marketing May

Be Wrong

Author: Unmarketing

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…

Desjardins

Travel &

Tourism

Industry Lab

Tourism Australia

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

Spacey

Closing Keynote

http://www.youtube.com/wat

ch?v=NJnP2wsgnoA#t=236

Spacey

Closing Keynote

http://www.youtube.com/wat

ch?v=NJnP2wsgnoA#t=236

How do

you create

a great story?

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

jason@wordconnect.com.au

www.wordconnect.com.au

Jason Dutton-Smith

Wrap Up of Content Marketing World 2014 - Cleveland,Ohio

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