This past week I had a front-row seat at the largest content-marketing conference in the world, aptly named Content Marketing World. Hosted by our friends at the Content Marketing Institute, Content Marketing World was two full days of rubbing elbows with those in marketing (more than 1,000) who understand the value of using a coordinated array of media to engage consumers, deliver value and tell a brand’s story.
With speakers like Mark Schaefer (of Post-Advertising Summit fame), Jason Falls, Jay Baer, C.C. Chapman, Mitch Joel, Ann Handley and Jack Hanna (yes, that Jack Hanna), the conference armed me with a plethora of content-marketing tips to tweet to my followers.
Here are 5 nuggets of content-marketing knowledge and inspiration, short enough for you to tweet, that were imparted at Content Marketing World.
I was on my way to play golf this past weekend when I drove by a young girl selling lemonade on the sidewalk in front of her house. I have always made a point of stopping and purchasing (insert product here) if a child is selling it (not their parents—the child). Unfortunately, I was running late, and this time I couldn’t stop. It broke my heart.
I pass a convenience store on the same route to the highway, and I don’t even think about stopping there for lemonade, even though the ones they sell probably taste just as good and haven’t been sitting outside in the hot sun. I don't stop at the lemonade stand because I am craving lemonade. I stop because there’s a story behind the lemonade stand. I may not know the details, but I know it’s there, and I have an idea of what it might be. When I get home, I can mention to my wife that I stopped at a lemonade stand and tell her all the cute things the child did as she made the sale.
We’ve all seen it before: Marketers create an innovative social media campaign only to have it squashed by the legal department into a bland, lifeless lump of the original idea. Sadly, many archaic legal departments are wary of social media at best and digitally illiterate at worst. Their fear of embracing these tools can be a barrier for brands that want to interact with their audiences in authentic, transparent and engaging ways. But that doesn’t mean brands shouldn’t sacrifice creativity (or throw out their old-school legal department) just yet.
Making a viral video is just like that carnival game where you throw the whiffle ball into the big basket. It looks easy, but when you try it, it’s surprisingly tough. Then you fork over more money to try again because your girlfriend is obviously disappointed in you. After three more misses your now ex-girlfriend has left you and you're wondering what went wrong.
Viral videos seem so easy to make. I mean, even Rachel Black made one! However, the reality is that virality is ever-elusive. There’s no single equation. You can’t buy it anywhere. No internet marketer/video editor, no matter what they tell you, has the one formula to guarantee viral success. It’s not like six pack abs—those are sought after but there’s a clear formula. Eat well. Exercise often. That’s it. That’s the formula. You heard it here first. Just look at my abs as proof (please don’t).
Growing up, all I wanted was a black Pontiac TransAm that spoke to me and helped me fight crime through a shadowy flight into the dangerous world of criminals operating above the law. What I got was a 1985 Peugeot 505s with cigarette burns on the canvas seats and a tape player that didn't have a reverse button. Cars have come a long way since the "forward-thinking" days of Knight Rider. Cars not only speak to us, they can drive for us, give us directions, and show the kids some Dora the Explorer while en route to a ski trip in Vermont. And this is just the beginning.
The Post-Advertising Summit celebrates the end of the broadcast age and the dawn of a new era for marketing. The advertising-as-interruption model has collapsed and the ad world is evolving. Today, we live in an opt-in culture, which means the only messages your audience will see or hear are those that they choose to see and hear. So how do you get positive attention? By creating great media that is relevant, informative, and on-brand.