Our Top 11 Content Marketing Takeaways from #CMWorld 2017

By Caitlin Burgess

Last week, thousands of marketers from all over the world descended on the Rock N’ Roll capital of the world, Cleveland, OH, for the seventh annual Content Marketing World Conference and Expo.

Featuring more than 130 speakers, keynotes and panelists, dozens of different tracks, and a whole lot of orange, the four-day event was exciting and inspiring. And the TopRank Marketing team was out in full-force, providing live coverage, learning from some of the best in the business, dancing to 80s classics and making new connections.

While it’s nearly impossible to distill all the inspiring insights we collected during the event into this one post, we’re going to try. Below we share a handful of insights that really resonated with our team.

#1 – Shoot for resonance — not reach.

Content marketing was born out of the need to satisfy our audience’s thirst for knowledge and to satisfy their questions. But with so much content out there these days — it’s more important than ever to ensure your strategy is hyperfocused on who you audience is, what they need from you, and what will truly resonate — not just reach — your audience.

During his keynote address on opening day, Jay Acunzo, creator and host of Unthinkable.fm, encouraged the room to start thinking ourselves — not just rely on industry best practices — and have a renewed focus on creating content that makes meaningful connections with our audience.

“When we pay more attention to the customer than to the industry, then the customer will pay more attention to us,” Acunzo stated. “[We need to] stop focusing on reach and start focusing on resonance.”


Stop focusing on reach & start focusing on resonance. – @jayacunzo #CMWorld
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#2 – All you need is less.

It’s certainly no secret that we’re living in a world of content abundance. But if we want to create content that really resonates and makes our audience feel something, we need to remember that less is more, according to prolific writer, marketer and speaker Ann Handley.

Using the classic E.B. White novel, Charlotte’s Web, Handley declared the title character the best content marketer in the world. Using just four phrases — Some pig, terrific, radiant and humble — Charlotte was not only able to save little Wilbur’s life, but also make Farmer Zuckerman believe and feel he had something special.

“Think of how Charlotte was able to save a life with just [a few] words,” Handley challenged her audience. “How can we use our words more intentionally? How can we make a difference?”

The bottom line? You don’t need more content. You need better content. Content that helps your audience see, feel, taste, hear and touch the story you’re telling.


How can we use our words more intentionally to make a difference with our content? @annhandley #CMWorld
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#3 – Stories are all around you — and mostly right under your nose.

Marketers often feel they don’t have the time, budget or resources to effectively Go to the full article.

Source:: Toprank Blog

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