In the end, we are all just people
Content Marketing World is like putting your mouth over a fire hydrant and turning it on.
Innovation, technology, process, principles, software, ideas and tools; it’s all here and there is so much to take in.
But the more things change, the more they remain the same.
And all roads lead back to one simple truth.
If you want to create meaningful, trusted, and ultimately effective and profitable relationships with people, you must create a genuine human connection through delivering value.
You have to give people something that makes them feel happier, something that helps solve a problem, answers a question, gives them a laugh or makes them smile.
Because no matter the technology or its utility, at the end of the day we are all people seeking things that people value.
Day two of #cmworld saw the impressive Jay Baer on his feet again to open the conference. His simple message; be useful.
Lee Odden from Top Rank Marketing encouraged his audience to be the answer. Don’t look at content as a series of disconnected content objects, but rather as part of a process to create meaning.
Doug Kessler of the London-based marketing agency Velocity Partners urged us to run towards emotion not away from it.
He told us not to shy away from ranting. A genuine, authentic, full-throated rant against wrongs that should be righted is okay. Negative can be a positive force for change.
Dayna Rothman is the one woman show that runs marketing automation company Marketo’s content marketing efforts. She demonstrated how resourceful you can be when generating content. Good results are not always related to budget.
Randall Lane, the editor of Forbes magazine, returned to the theme of my blog post; Three reasons why Jeff Bezos should visit Content Marketing World.
He spoke of the need to end the thirty-year war between editorial businesses and marketers. Perhaps the Frankenstein that is advertorial may soon be put to rest.
The path to enlightenment is authenticity and radical transparency. As long as audiences know who has produced the content then the problems disappear and brands should have the opportunity to access the vast online audiences of traditional publishers. There is a lesson in that for Australian publishers.
We also heard from Jonathan Mildenhall, who looks after content marketing for Coca Cola. He looks like George Gregan’s elder brother. He’s almost as good looking and just as smart.
Please take a look online at the Coca Cola manifesto 2020. Pour yourself a cup of tea and enjoy.
Okay, you won’t have Coke’s budget to play with, but the essence of the approach will resonate with anyone with a story to tell.
I suggest you sign up to Copyblogger. You will spend hours going through all the free resources and not waste a minute. His clear, thoughtful and simple advice to more effective publishing is guaranteed to improve your business.
The day ended for me in The ‘Marketers as Media’ session with David Germano. It’s a subject close to my heart and to listen to the story of the rise and fall of the content marketing poster child, Proctor and Gamble’s ‘Man in the House’, was fascinating. His impeccable process and humility in sharing the story was another highlight.
I walked out of the air conditioned conference centre into the wall of heat that is early September Cleveland chatting with Doug Kessler about the subject of my first rant. It was then a leisurely stroll back to my hotel with my mind alive with the leanings from today.
To Joe Pulizzi and the CMI team, thanks again for another memorable day. A final piece of advice to anyone thinking they’d like to come to Content Marketing World one day, just do it. If you love stories, people and learning; this is a great place to spend four days.
28 November, 2017