What’s new in content marketing? 5 Key Takeaways from Content Marketing World 2019
More than 4000 marketers from over 50 countries descended upon Cleveland, Ohio for a week that can only be described as inspiring. Everyone - from CEOs to managers, strategists, and business owners - had something to gain from this year’s Content Marketing World, and I was lucky enough to be one of the attendees.
Most of us are beginning to get a bit more familiar with content marketing, and for good reason. Content marketing generates over three times as many leads as outbound marketing and costs 62% less. The tides are quickly turning away from traditional advertising and this conference provided valuable insights for teams looking ahead to the future of marketing.
From tips on building a content strategy to creative wisdom from Mindy Kaling (yes, that Mindy Kaling), here are my 5 key takeaways from Content Marketing World 2019.
Marketing is ever-changing.
Most industries will tell you that their businesses are changing but marketing and advertising in particular has seen some sweeping changes in a short amount of time. The days of simply posting on social media for page views are already long gone and brands now have to take an all-encompassing approach to retain a loyal audience through email marketing, SEO, and above all else, real connections. In one of the first keynote presentations of the day, marketing strategist Joe Pulizzi looked ahead to the future of marketing and where brands should be focusing their efforts. An authentic and informative voice is now the name of the game as consumers become more and more inundated with messaging. The tools provided at Content Marketing World fit right into this picture.
2. Branded content doesn’t have to be boring.
Content is such a broad term and the door is open for some really innovative and creative ideas, no matter the industry. I heard some amazing stories from brands like Red Hat and RetailMeNot that found ways to push the envelope with the content they deliver to their audience. From interactive whitepapers to engaging, high-quality podcasts that go far beyond a sales pitch, it’s clear that the concept of what constitutes content marketing is evolving.
3. A well-engaged audience is just as valuable as a conversion.
While the traditional marketing funnel typically pushes consumers from discovery to sale, multiple speakers introduced the concept of strategizing around developing a large audience instead of simply a conversion. The term “owned-media” was mentioned frequently and I heard from multiple brands like Cleveland Clinic who grew their audience exponentially by focusing on pushing out great content and not just hitting revenue goals. By starting with great content, these brands now have evangelized fans who are more likely to convert when the time comes.
4. To be creative, look to The Office.
Writer, producer, director, and actress Mindy Kaling was the headliner for Content Marketing World and her fans lined up over 3 hours before she hit the stage for a chance to see her speak. Kaling, of course, comes from the entertainment industry but she offered some great insights that any marketer can add to his or her tool belt. When it comes to creativity, she mentioned how she found success in taking tired clichés and making them modern. Kaling also discussed how she maintains a work-life balance as a mother and how she avoids burnout with so many projects.
5. Companies both big and small have unique needs when it comes to their digital presence online.
Americaneagle.com was proud to be a sponsor at this year’s Content Marketing World and meet one on one with many attendees. One common theme during our conversations was the fact that many businesses had multiple places where they wanted to improve. From broad scope consulting to help with SEO, we were happy to provide some of our own insights into how attendees can put their best foot forward when it comes to digital marketing.
Content Marketing World was an amazing experience and it was incredible to have the opportunity to meet with so many marketers and share success stories. Next year’s event is October 13-16, 2020. Hope to see you there!