The Content Marketing World Speakers blew us away with the depth and breadth of their presentations. Their ideas ranged from futuristic, philosophic, and disruptive to classic, actionable, and bottom-line focused.
Here are our 30 top takeaways from our time at the conference, with special thanks to other attendees who answered our call for help in providing you with the best summary possible.
Top 30 takeaways from Content Marketing World 2016
- “Mediocre content will hurt your brand more than nothing at all.” Joe Pulizzi.
- Customers should be center-stage, not the brand. The patent on Legos ran out years ago, and the brick itself is a relatively generic design. What makes Lego special is the content that has grown up around it. “Content sells the brick,” said Lars Silberbaurer, Global Director of Social Media and Search Marketing, LEGO company. The company builds its strategy around user-generated content. Instead of simply putting a message into the company-created content, Lego works hard to set the scene for its audience to engage with the product. “We want to be very understanding of our consumers,” Lars said. “That’s how we create a connection…then we stick to it.” His advice: Be the best in the world at adapting to the consumer’s needs, not the needs of the social platforms.
- Concentrate on strong opinions and research. If research leads to links, then opinions lead to shares, said Andy Crestodina, strategic director of Orbit Media. He suggested two ideas for identifying opinions that will get shares: What do you believe that most people disagree with? And, what questions is your industry afraid to answer?
- HOW-TO TIP: Target the topic, not just the phrase in your content SEO. Use Google search to find terms related to your keywords and phrases, Andy said. Then, do the same with keyword.io. Find the words that are semantically related to your content, then use those in your writing. Make a list. Check it off.
- Keyword search is, well, key. If you aren’t doing keyword search and if you are not trying to find what people are actually searching for, it’s not worth writing content, said Venngage’s Nadia Khoja. Andy’s emphasis on SEO and writing was a confirmation of this principle for her. –Thanks Nadia!
- You have to give away all of your best advice. The pages on your site where you give away great bits of content marketing strategy give you a search, social and email bump, Andy said. That bump is necessary to get people to your transactional pages. Andy’s talk was jam packed with great advice. (And, he gets the BuzzSumo prize for effort in creating the birth of a lead visual — mapping out the path of a conversion through Google Analytics. We’re also happy he didn’t live tweet the conversion!)