TOP INSIGHTS CONTENT MARKETING WORLD SYDNEYDAY ONE

The Content Marketing RevolutionJoe Pulizzi, CMI

Joe Pulizzi talked about the importance ofcreating ‘sales, savings or sunshine’ with allcontent. Is it going to help your brand sellsomething, save money or create a happiercustomer? The key is to understand what you’recommunicating is more valuable than what anyone else in your industry is communicating. Too often, he said,brands are just creating ‘me too’ content. You have a different voice,different goals and a different audience, so you have to focus on best-in-class content.

You can’t just make the story incrementally

better. You have to tell a different story.

@JoePulizzi

A New View: Content as the Centre of Power

Mark Schaefer, Return on Influencefor You and Your Organisation

With these more in-depth content formats,

we have a real opportunity to connect in a

meaningful way and have the content

move in a massive way.Mark Schaefer’s main point was around the newROI: return on influence. Influence in the onlinespace is measured by how quickly you can move or‘ignite’ content. Relevant audience, meaningful

content and consistent engagement are key. You have to rememberthat not all content is created equal, and you won’t be able to createthat influence with just Twitter, Facebook and other social channels.In general, he said, this means blogs, podcasts or videos.

@markwschaefer

Mark Schaefer @markwschaefer

The Three Models for Content CreationRobert Rose, CMI

Creativity is not a talent. It’s a way

of operating.Marketing has fundamentally changed. Duh! We all know this. But unfortunately the marketingindustry hasn’t – our organisational processesaren’t yet ‘content friendly’.

Robert Rose spoke about the four archetypes of the content creationprocess – the promoter, preacher, professor and poet. The importantthing is to believe you have the ability to create great content and toestablish a process that is scalable and repeatable. Give yourselfpermission to spend time thinking. Leverage existing content. Besmart. Be efficient. And you’re more likely to be successful.

- John Cleese

@Robert_Rose

@Robert_RoseRobert Rose

The 3 “E's” of Content ScalingColleen Jones, Clout and Does Your Content Work?

The question is not whether to scale your

content approach, but how to do it.

@leenjones

Colleen Jones explained that if you don’t plan yourcontent scaling approach carefully, you risk wasting time and resources, losing sales and losingcompetitive advantage. To plan it properly, you need evaluation, engineering and empowerment. You need to takestock of your content to make sure you understand what’s workingwell. You need to plan the technology to deliver the right content topeople at the right time on the right device. If you empower yourteams to speak the same language and work together, you’ll have thesame kind of success as Dell.

@leenjonesColleen Jones

Marketing is NOT a department - it’s the story

Bernadette Jiwa,The Fortune Cookie Principleof how you create difference

Marketing isn't a department. It's a story

about how we create difference for our

customers.

Jiwa introduced The Difference Model - a radical re-imagining of the four 'P's of the traditionalmarketing mix (product, price, place and promotion)where people and empathy are placed at the core ofmarketing activities. By taking the time to empathise with yourcustomers and deliver true value in the form of both content andproducts, Jiwa argues that you can not only boost your bottom line butturn your customers into passionate social advocates.Remember: people buy with their hearts, not with their heads!

@bernadettejiwaBernadette Jiwa

The Psychology of Content – Leveraging

Todd Wheatland, King ContentHuman Nature in Your Content Strategy

@ToddWheatland

We are hardwired to remember details when

they are wrapped in a story.

Todd Wheatland touched on the key elements ofhuman behaviour that all content marketers shouldunderstand in order to create content that trulyresonates. Reciprocity, scarcity, authority, liking andconsensus are powerful human behaviours that

influence buyer behaviour on a daily basis. To create effective content,marketers must start by understanding their audience – and this goesbeyond knowing your customer’s likes, dislikes or pain points toencompass their very behaviour as driven by emotion.

@ToddWheatlandTodd Wheatland

Constructing The World’s Biggest Social Media

Jesse Desjardins, Tourism AustraliaTeam (with no resources)

@jessedee

How do you create something that will allow

other people to tell their stories?

To build the ‘world’s biggest social media team’ forTourism Australia, Jesse Desjardins made thedecision to put responsibility for content generationin the hands of fans and followers. In doing so, henot only built an infinitely scalable platform, he

also created an army of content warriors and brand ambassadors, allempowered to tell their own stories of Australia. This has allowedTourism Australia to hijack popular culture and win headlines aroundthe world. He explained real-time marketing isn't easy, but it is abouthaving the right systems, platforms and culture in place.

Taking Your Content from Boring to Found

Tim Washer, Cisco Systems @timwasher

If you don’t have a good story to share, show

pictures of sharks.

Tim Washer is a self-proclaimed expert in the‘drivers of boring’. And what’s the opposite ofboring? Entertaining! He’s that as well…It’s a powerful thing to make someone laugh. And ifyou can make someone laugh, they’ll tell your story

for you.So what makes content boring? Complexity, the committee, over-analysis and fear. Your job as a content marketer is to break these fourbarriers. We’re communicating with people. And we should think likepeople, not like institutions.

@timwasherTim Washer

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