Here are the big throughlines running across the sessions I attended at Content Marketing World in Cleveland earlier this month:
Hire professional reporters. Trained journalists (like The Word Factory team) are vital for deeper, more credible content that includes authoritative and trusted external sources.
After two days at #CMWorld it's clear that former journos with storytelling chops are in demand by big brands.
— Jay Hansen (@JayHansen73) September 7, 2017
Focus on inspiring, not coercing or converting (per Jay Acunzo). True believers buy more, recommend more and influence more, creating more ROI for you.
— Lorraine Thompson (@WritersKitchen) September 6, 2017
And a corollary from Tequia Burt:
— The Word Factory (@Word_Factory) September 7, 2017
Stop creating content for personas and start creating content for people (per Bryan Kramer).
— Bryan Kramer (@bryankramer) September 6, 2017
Get beyond easy labels and demographics, says Ardath Albee, to buyer's every-day behaviors, needs and feelings.
— Bryony Dent ? (@bryonydent) September 6, 2017
Group different decision-makers and influencers to identify the shared needs of all the people who participate in the decision to purchase, change, think, do, etc. (Also per Ardath)
— Alyssa Fox (@afox98) September 6, 2017
Infuse more emotion, even in B2B content, because business people are still people with feelings and needs and aspirations. Scott Monty offers a question we should always ask before starting a content project.
— The Word Factory (@Word_Factory) September 6, 2017