CMWorld Keynote Stage
Marketing Content Strategy

Content Marketing World 2013: 30 Keynote Speaker Insights


Content is king. And the world knows it. More than 1,700 digital marketers, content strategists, content creators, and thought leaders from across the globe flocked to Cleveland, Ohio, for Content Marketing World 2013. The conference was packed with sessions, panels, workshops, and keynotes about the latest content marketing trends and technology.

Some of the dominant themes were the necessity of audience-first strategies, the power of storytelling, the value of risk-taking, the relevance of real-time content, and the transparency of social engagement. Here are 30 inspirational and actionable insights from the keynote speakers.

Jay Baer

Author, Youtility

“Why Smart Marketing is About Help Not Hype”

1. Don’t create content. Create “Youtility:” content that is so useful people would pay for it.

2. Find solutions for your customers outside of your products and services. Give yourself permission to make the story bigger than you.

3. Trust is the prism through which all business success must pass.

4. If you are not actually talking to your customers, you are leaving insights on the table.

5. The difference between helping and selling is just two letters.

Randall Lane

Editor, Forbes Magazine

“The New Urgency of Putting Content Marketing Through a Consumer Media Prism”

6. Understand your audience and curate to their world. Don’t just listen to your customers, have a conversation with them.

7. Don’t be self-serving. Keep your audience’s interests in mind when crafting content.

8. Tell a relevant, targeted, and transparent story and the world will share it.

9. Transparency opens a new era of cooperation between marketers and publishers.

10. Content marketers need to think like editors. Focus on authority, audience, and authenticity.

Jonathan Mildenhall

VP of Global Advertising Strategy and Creative Excellence at the Coca-Cola Company

“From Happiness Factory to Content Factory: How Coca-Cola is Growing Through Liquid Storytelling”

11. If you don’t have room to fail, you don’t have the right to grow.

12. Content excels when fueled by creativity, bravery, audacity, and a healthy dash of crazy.

13. The voice of the consumer is the heart of the brand.

14. If you don’t have a storytelling strategy, you risk just making unnecessary noise.

15. Follow the 70/20/10 approach for your content strategy: 70 percent bread-and-butter content, 20 percent innovative content, and 10 percent high-risk content.

Don E. Schultz

Integrated Marketing Communications Professor, Northwestern University

“Can Content Stop the Brand Preference Slide?”

16. Content marketing is the future of all marketing. It’s about how we engage with people, not with markets.

17. Likes and followers don’t build a brand. Good content does.

18. The decline of content-rich environments results in the decline of brand preference.

19. Focus on internal marketing first. Tell your story from the inside, then focus on the outside.

20. Where is the customer in the 4 Ps of marketing (product, price, place, and promotion)? Replace the 4 Ps with solutions, information, value, and access.

Jonathan Lister

VP, North American Sales, Marketing Solutions, LinkedIn

“Why LinkedIn is Going ‘All-in’ With Content Marketing”

21. Sometimes the difference between a good story and a great story is nothing more than a great visual.

22. Create content about things that are happening in real-time. Real-time content is waiting for the moment, in the moment, and anticipating the moment.

23. Marketers must change the mantra from “always be closing” to “always be helping.”

24. Moving from information to insights creates content relevance.

25. Eighty-seven percent of marketers use social media for content distribution, but only 50 percent believe in its effectiveness.

William Shatner

Actor, Director, Producer, and Author

“Closing Keynote”

26. A good story always prevails.

27. Don’t build a personal brand through self promotion, just do things you’re passionate about.

28. You can hold an audience much longer by telling a story with layers and a meaning that isn’t obvious.

29. Build a personal relationship within social experiences.

30. There is artistry in making the product and there is artistry in selling the product. Both are equally important.

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