It’s the biggest event on the content marketing calendar. A time when the best in the business gather to share stories, offer insights and bask in the all-round industry excellence in attendance. So, just for you, we’ve pulled together 5 lessons from day one of Content Marketing World Cleveland.

1. 5 lessons from
Content Marketing World
Cleveland
DAY 1
It’s the biggest event on the content marketing calendar.
A time when the best in the business gather to
share stories, offer insights and bask
in the all-round industry excellence in attendance.
So, just for you, we’ve pulled together

2. Create experiences
Last year’s event was about ensuring your content is useful.
This year, it’s about storytelling: using emotive, suspenseful,
inspirational and personal stories to create powerful
experiences for your audience.
“Every consumer journey starts with a moment of inspiration ... This is the single
largest content opportunity to drive real revenue for your brand. Create moments
of inspiration to send your consumers on a journey ... When you harness emotion,
you inspire people to act.”
Keynote speaker, Andrew Davis, Author Brandscaping
“We create moments of wonder ... We have a job to do that we’re not just churning
out content piece after content piece but that we’re creating experiences that will
really add to someone’s day.”
Katrina Craigwell, Global Manager, Digital Marketing, General Electric

3. Be scaleable
Set a goal, keep it front-of-mind and create a series of
repeatable processes to achieve it.
“What’s the difference between the good and the not so good content marketers?
The effective marketers have a documented strategy and follow it closely.”
Joe Pulizzi, Founder, Content Marketing Institute
“Why have a process for content marketing? The process lets you scale what you
do ... Write a charter for what you’re doing – this is your written strategy. Create a
content mission for each platform. Map the experiences. These are not campaigns.
They must be sustainable ... We’re not building a mission to the moon. We’re building
a space station.“
Robert Rose, Chief Strategist, Content Marketing Institute

4. Measure against goals
The only metrics that really matter to your boss are the
ones that support your business. But use data within
your team to learn and improve along the way.
“We hold all our marketing to one standard: ROI. Does it drive the business and
pay for itself? ... Content and data are inextricably linked. Content without data
is a black hole.”
Keynote speaker, Julie Fleischer, Director Data + Content + Media, Kraft Foods
“Your CEO doesn’t need to know how many Facebook likes you have or your web
traffic. Your report to your CEO should only be on primary indicators ... Facebook
may go away tomorrow. Channels will always change. But your content program
still needs to achieve on your ultimate goals.”
Robert Rose, Chief Strategist, Content Marketing Institute

5. Market your content
Your content is a product in its own right. It creates value
for your customers, so market it like a product if you
want to cut through the information overload and reach
the right people at the right time.
“If you wouldn’t spend money to distribute it, why do it? It’s shouting into the wind.”
Keynote speaker, Julie Fleischer, Director Data + Content + Media, Kraft Foods
“Cost per acquisition (for one client) from paid discovery was 55 per cent less
than paid media.”
Andrew Milk, Head of Sponsored Content, Taboola

6. Integrate with
advertising
Media fragmentation means it’s getting harder to reach a
mass audience through traditional advertising but content
across digital channels allows for a more personal experience.
“Great TV (ad) ideas are all about a burst of disruption. Great digital ideas are all about
content that sustains conversations ... Integrate all the traditional marketing approaches,
tell a story across all the channels, and help your audience to spread it. Creating content
that people want to share is the core expertise of content marketing.”
Kirk Cheyfitz, CEO & Chief Storyteller, Story Worldwide
“Content and advertising should be linked. It’s an efficient and effective way to open
up avenues for advertising and shift investment. They work together to drive ROI.”
Keynote speaker, Julie Fleischer, Director Data + Content + Media, Kraft Foods

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