In his Unsolicited Advice column, Andrew Davis serves up a suggestion to Google’s head of analytics on adding the one metric that content marketers have long craved. Continue reading → The post Hey Google Analytics, Can You Add This Sweet Metric? [Video Extras] appeared first on Content Marketing Institute.
Doing the hard work of content marketing doesn’t require being grandiose or controversial. But it does require “being more.” Only then can you have positive impact on your audience, your brand, your team, and even yourself. Continue reading → The post The Future of Content Marketing? (Spoiler: It Doesn’t Require Doing More) appeared first on Content Marketing Institute.
The all-virtual Content Marketing World 2020 is upon us. As the largest content marketing conference in the world, CMWorld brings together a stellar array of talented professionals who are loaded with curiosity for future trends, marketing knowledge, and aspirations for new successes in the post-pandemic world. For the past 12 years leading marketers from all over the world have gathered in Cleveland, Ohio for one of the world's strongest content marketing events, and for this unusual year Content Marketing World is entirely virtual. Readers of our blog know we have a long history with the conference starting at the beginning, with 10 years of speaking and attending along with seven years of partnering with the Content Marketing Institute to develop speaker and influencer content marketing campaigns. A TopRank Marketing tradition that has been imitated in recent years but never truly duplicated is our annual list of content marketing experts ranked according to their social influence, a helpful compilation derived from the hundreds of excellent #CMWorld 2020 speakers. List Methodology: For this list we utilize the Traackr influencer marketing platform to filter the content marketing experts who are speaking at the current year's Content Marketing World conference using a large number of criteria including the relevance of the individuals to the topic, the degree to which their networks engage, the size of their networks, and other factors. Online data is pulled from blogs, Twitter, Facebook, YouTube, Instagram, LinkedIn and other platforms. The focus topic in question is most definitely "content marketing," and everyone included on this list is: A speaker at #CMWorld 2020 Ranked in the top-50 for "content marketing" according to relevance, resonance, reach and audience metrics People always thank me for including them in these lists and there's no thanks to be given other than to the people who worked hard sharing useful knowledge about content marketing to their social channels, in blogs, videos, podcasts, and online in general. Many thanks go to all the people who are actively sharing knowledge about content marketing by engaging and helping others with helpful opinions, insights and expertise on the social web. This list is only a starting point to help expand your content marketing universe. In this year's list there are familiar faces and quite a few new entries. We plan to learn new lessons from these 50 content marketing influencers and hope you’ll do the same throughout the rest of the year and into 2021 and beyond. 50 Content Marketing Influencers Speaking at CMWorld 2020 Julia McCoy @JuliaEMcCoy CEO, Express Writers Presenting: How to Build an Online Audience Through Powerful, Consistent Search Optimized Content Creation Christopher Penn @cspenn Co-Founder & Chief Data Scientist, Trust Insights Presenting: Practical Applications of AI in Content Marketing Lee Odden @leeodden CEO, TopRank Marketing Presenting: Influencer Marketing Unleashed: Top Tactics for Success from Global B2B Brands Michael Brenner @BrennerMichael Content Marketing Agency CEO & CMO Influencer, Marketing Insider Group Presenting: Content Optimization & Distribution Strategies - Mapping Content to the Buyer Journey (and ROI) Pam Didner @PamDidner Author, Founder & VP of Marketing, Effective Sales Enablement Presenting: 3 Trends You Can't Ignore As a Content Marketer Presenting: Ask Me Anything With Pam Dinner Christoph Trappe @CTrappe Chief Content & Marketing Officer, The Authentic Storytelling Project Presenting: How to Make Sure Your Company Ranks in Voice Search Ann Handley @MarketingProfs Chief Content Officer, MarketingProfs Presenting: Ask Me Anything With Ann Handley Presenting: Precedented: 5 Principles of the Last Chaotic 10 Months That Are the Very Key to Content Marketing Success in the Next 10 Years Viveka Von Rosen @LinkedInExpert Co-Founder & Chief Visibility Officer, Vengreso Presenting: Ask Me Anything With Viveka von Rosen Presenting: Why Your B2B Sales Force Should Be Your Greatest Content Distribution Channel Bernie Borges @bernieborges Chief Customer Officer, Vengreso Presenting: How to Develop an Account Based Podcasting Content Plan that Drives Revenue Robert Rose @Robert_Rose Chief Strategy Advisor, Content Marketing Institute Presenting: Architecting Desire: A New Strategy for Content Marketing for the Next Ten Years Presenting: Ask Me Anything With Robert Rose Presenting: Content Marketing 101 – Let’s Begin Presenting: Content Marketing Strategy For Agencies – How To Create, As Well as Deliver, Content Marketing Strategy To Clients Presenting: Welcome to Content Marketing World 2020 Dennis Shiao @dshiao Marketing Consultant, Attention Retention Presenting: The Magic of Meetups: How to Use Meetups to Build Community, Drive Brand Engagement and Inform a Content Marketing Strategy Erika Heald @SFerika Marketing Consultant, Erika Heald Consulting Presenting: Content Marketing for Marketing Agencies: Make Your Services Sing Melanie Deziel @mdeziel Chief Content Officer, StoryFuel Presenting: Ask Me Anything With Melanie Deziel Presenting: More Brain, Less Storm: The Power Of The Creative Process Andrea Fryrear @AndreaFryrear Agile Marketing Coach & Trainer, Co-Founder, AgileSherpas Presenting: Persistently Agile: Why the Key to High Performance Marketing Lies with People Not Projects Jay Baer @jaybaer Founder, Convince & Convert Presenting: Ask Me Anything With Jay Baer Presenting: Courageous Content: 6 Ways to Get Noticed Amidst the Noise Jay Acunzo @jayacunzo Founder, Marketing Showrunners Presenting: Start Here: How to Make Things that Make a Difference by Changing How You Begin Andy Crestodina @crestodina Co-Founder & CMO, Orbit Media Studios Presenting: Google Analytics for Content Marketers: How to Optimize Content for Traffic and Conversions Presenting: SEO Workshop A. Lee Judge @ALeeJudge Co-Founder & CMO, Content Monsta Presenting: Ask Me Anything With A. Lee Judge Presenting: Be Content Jonathan Crossfield @Kimota Content Writer & Storyteller, Freelance Presenting: Show Your Work: How to Become a Fact-Checking Pedant (and Why You Should) Presenting: The Content Marketing Diamond Model for Small Businesses and Entrepreneurs Kathy Klotz-Guest @kathyklotzguest Founder, Keeping It Human Presenting: Fearless Content Teams: Creating a Safe Place for Unsafe Ideas Joe Pulizzi @JoePulizzi Founder, Content Marketing Institute Presenting: Ask Me Anything With Joe Pulizzi Presenting: Keynote - Where Do We Go from Here? Disney, Diversification & The New Marketing Business Model Brian Fanzo @iSocialFanz Virtual Keynote Speaker, iSocialFanz Presenting: What Podcasting & TikTok Can Teach Us About Creating Empathetic Content! Amy Balliett @AmyBalliett Founder & CEO, Killer Visual Strategies Presenting: Marketing to Gen V: Engaging the Visual Generation Rich Schwerin @Greencognito Senior Content Strategist, Autodesk Presenting: The Magic of Meetups: How to Use Meetups to Build Community, Drive Brand Engagement and Inform a Content Marketing Strategy Amanda Todorovich @amandatodo Senior Director of Digital Marketing & Health Content, Cleveland Clinic Presenting: #CMWorld Cleveland Clinic Health Summit Presenting: The Test of Time: Long-Term Success at the Cleveland Clinic Zari Venhaus @zvenhaus Director of Corporate Marketing Communications, Eaton Presenting: Developing Global Content for Local Audiences Amber Naslund @AmberCadabra Principal Consultant, Content Solutions, LinkedIn Presenting: Digital Doubt: Fighting Imposter Syndrome in a Hyperconnected, Content-Saturated World Luvvie Ajayi Jones @iLuvvit New York Times Bestselling Author & CEO, AweLuv Inc. Presenting: Keynote Nancy Harhut @nharhut Co-Founder & Chief Creative Officer, HBT Marketing Presenting: 10 Human Behavior Hacks that Make Your Email Crazy Effective Andrew Davis @DrewDavisHere Keynote Speaker & Best-Selling Author, Monumental Shift Presenting: Ask Me Anything With Andrew Davis Presenting: Limit Less: How Successful Brands Increase Their Revenue, Generate More Leads, and Spread Their Message in a Crowded Marketplace Cathy McKnight @cathymcknight VP of Strategy & Consulting, The Content Advisory Presenting: Learn How to Move from Mayhem to Momentum by Building a Content Strategy Presenting: Technology Forum: From Figuring Out Your Audience to Gaining Market Share - A Tech Company's Guide to Effective Content Marketing Tamsen Webster @tamadear Founder & Chief Message Strategist, Find The Red Thread Presenting: Ask Me Anything With Tamsen Webster Presenting: Pressure Test Your Message Val Swisher @valswisher Founder & CEO, Content Rules, Inc. Presenting: The Personalization Paradox Giselle Abramovich @GAbramovich Executive Editor of Enterprise Thought Leadershhip, Adobe Presenting: Trade Secrets: How the World's Most Successful Content Marketers Deliver Results Tim Riesterer @TRiesterer Chief Strategy Officer, Corporate Visions Presenting: Account Expansion: The Conversations, Content & Collaboration that Grow Customers Sydni Craig Hart @SydniCraigHart CEO, Smart Simple Marketing Presenting: Ask Me Anything With Sydni Craig-Hart Presenting: Compelling Multicultural Marketing: What You're Missing, What's Working Now and How to Get Results Ardath Albee @ardath421 Interim VP of Marketing, Modus Presenting: Account Expansion: The Conversations, Content & Collaboration that Grow Customers Presenting: Take a Sales Enablement Approach to RevOps Presenting: Use Serial Storytelling to Drive Demand for Complex Solutions Liz Willits @lizwillits Founder, Liz Willits Presenting: Email Automation Crash Course: How to Create Emails People Want to Read Zontee Hou @ZonteeHou Head of Strategy, Convince & Convert Presenting: Financial Services Forum Maureen Jann @NeoLuxeMo Chief Marketing Strategist, NeoLuxe Marketing Presenting: Content Marketing for Marketing Agencies: Make Your Services Sing Presenting: The Content Marketing Diamond Model for Small Businesses and Entrepreneurs Doug Kessler @dougkessler Creative Director & Co-Founder, Velocity Partners Ltd Presenting: Let's Steal from The World's Most Awesome Content Jared Johnson @jaredpiano Founder & Content Producer, Shift.Health Network Presenting: #CMWorld Cleveland Clinic Health Summit Ashley Zeckman @azeckman Senior Director, Inprela Communications Presenting: Staying Power: How Authentic Storytelling can Transform Your Marketing from One-Hit Wonder to Lasting-Legend Ahava Leibtag @ahaval President, Aha Media Group Presenting: Writing with No Respect: Find Out What it Means to Me Christine Michel Carter @cmichelcarter Strategy Consultant, Minority Woman Marketing LLC Presenting: Ask Me Anything With Christine Carter Presenting: Creating Authentic Content for a $1.5 Trillion Audience Carmen Hill @carmenhill Principal Content Strategist & Writer, Chill Content Presenting: Combining Story + Structure to Create a Sustainable Content Marketing Strategy Laura Ramos @lauraramos VP & Principal Analyst, Forrester Research Presenting: Drive Your Content Transformation From The Bottom Up Shafqat Islam @shafqatislam Co-Founder & CEO, NewsCred Presenting: Ask Me Anything with Shafqat Islam & Alex Cheeseman Presenting: Beyond Breaking the Rules: Why Connections in Marketing Matter More Than Ever Jennifer Jordan Robustelli @jenastelli VP & Head of Content, USA, Babbel Presenting: Flood The Zone! A New System For Creating Compelling Social Video Jacquie Chakirelis @JacquieChak Director of Digital Strategy, Quest Digital Presenting: Even the best statistical analysis, no matter how deep and well-researched, can only take you so far in finding the people who you'll consider the most helpful and influential in your daily professional marketing lives, which is why we'd love it if you'd please share the name of content marketers that influence you most in the comments section below. To further your own content marketing expertise, here's a bonus list of some of our best recent posts about content marketing: How to Win at B2B Influence With The Magic of Content Co-Creation Your Guide to Effective Storytelling in B2B Content Marketing 5 Steps for a More Powerful B2B Content Marketing Strategy 7 B2B Content Marketing Tactics For Long Term Success How to Optimize Original B2B Research Content For Credibility and Impact A Day in the Life of a Content Marketer During the Pandemic: Challenges and Tips If you'd like to learn more about creating a successful B2B influencer marketing campaign, you're in luck! Our CEO Lee Odden will be presenting at Content Marketing World on the topic. Here are the details: Tuesday, October 13th – 4:00pm – 4:30pm Eastern Workshop with Lee Odden & Ursula Ringham, Global Head of Influencer Marketing at SAP Influencer Marketing Unleashed: Top Tactics for Success from Global B2B Brands We hope to see you virtually at the Content Marketing World conference, and be sure to follow us on Twitter at @toprank for real time updates during the conference. The post 50 Top B2B Content Marketing Influencers To Follow in 2021 #CMWorld appeared first on B2B Marketing Blog - TopRank®.
Joseph Gordon-Levitt is a guy who understands content. He was the featured keynote speaker at Content Marketing World three years ago, and his company HitRecord empowers creators to collaborate and produce awesome stuff together. Joseph Gordon-Levitt also understands storytelling. He is an actor, director, producer, and writer who has appeared in numerous beloved movies and TV shows. His work as an author includes a series of works called The Book of Tiny Stories. “The universe is not made of atoms; it’s made of tiny stories,” the tagline asserts. Given his experience and expertise at the intersection of content and storytelling, it’s worth listening any time Gordon-Levitt speaks on these subjects. So I definitely took notice when the film icon suggested recently that the future of storytelling lies not in movies, but video games. The gaming medium “feels like kind of the most groundbreaking storytelling,” Gordon-Levitt observed in a new episode of the YouTube show Hot Ones. “Storytelling that's completely in a whole different realm than anything we've seen before.” Personally, I can’t disagree with him. I love video games, in large part due to the immersion of a well-crafted narrative that draws the player into an interactive virtual world. And while marketing departments aren’t exactly concocting the next Grand Theft Auto, we do have the ability to deliver storytelling experiences that go above and beyond, by embracing many of the same principles that make video games such an appealing format in the eyes of Gordon-Levitt and others. Of course, the formula for impactful storytelling in B2B content marketing is different from video games, or movies, even though it might share commonalities with both. To help you develop stories that engage and activate your professional audience, I've developed a blueprint, which I’ve dubbed the S.T.O.R.Y. model. The S.T.O.R.Y Model for Great Storytelling in B2B Content Marketing Sizzle. Tension. Originality. Relevance. Yearning. Every stellar piece of storytelling in B2B content marketing encompasses these five words. Let's break down each one, and how they come together for a powerful experience. (We'll lean on JGL to visualize these concepts.) Sizzle sizzle (n): a state or quality of great excitement or passion In Gordon-Levitt's world of filmmaking, a "sizzle reel" refers to a short, fast-paced video edit featuring the best of someone's past work. Sizzle reels are often put together by actors who distribute them in hopes of landing gigs. As the name suggests, these reels need to sizzle: The excitement and passion must be on display right away in order to wrangle the attention of a casting director sorting through hundreds of them. The B2B marketer's directive is no different. Earning the attention of our audiences in the era of rampant content saturation means we need to bring it. If your story does not imbue a genuine and immediately discernible sense of passion and excitement, it may very well not be worth telling. via GIPHY Tension tension (n): a balance maintained in an artistic work between opposing forces or elements Sizzle is how you grab the audience's attention with your story. Tension is how you keep it. Storytellers can build tension by referencing or hinting at something early on, and then gradually working toward the payoff. This dynamic was explained beautifully by Andrew Davis at CM World – one year after Gordon-Levitt’s appearance – in his opening 2018 keynote exploring the “curiosity gap” and how it counteracts dwindling attention spans. I had the pleasure of watching Davis break it down alongside my colleague Ashley Zeckman, who recapped the session here on our blog. Read her post and you’ll learn everything you need to know about using tension to keep your audience hooked. [bctt tweet="“The more tension you raise, the more your audience needs to see the outcome.” @DrewDavisHere #Storytelling #ContentMarketing" username="toprank"] via GIPHY Originality originality (n): freshness of aspect, design, or style In order to be memorable, it must be novel. While it's valuable to keep someone watching or reading to completion, we're not telling a great story simply because they absorbed the whole thing. We're telling a great story if it sticks with them. To this end, freshness and originality are essential qualities. The human brain can only consciously store so many memories. There isn't much room for redundancy. You don’t need to reinvent the wheel with every story you tell, but there should always be at least one inventive or unexpected element that makes it feel unique. via GIPHY Relevance relevance (n): the quality or state of being closely connected or appropriate From one view, the word "relevance" is incredibly broad. From another, it is narrow as can be. Example: Coronavirus is relevant to every human being on Planet Earth right now. But, what about the mental health impact of a pandemic on first-time telecommuters, and how HR managers can provide meaningful support? Now you’ve zeroed in. Here is where we begin to diverge from standard forms of entertainment. Great art often speaks to the many. Great B2B content marketing should speak to the few, but in a fiercely resonant way. [bctt tweet="“Great art often speaks to the many. Great B2B content marketing should speak to the few, but in a fiercely resonant way.” @NickNelsonMN #Storytelling #ContentMarketing" username="toprank"] via GIPHY Yearning yearning (n): a feeling of intense longing for something And here is where we fully settle into the marketing realm. Leaving the viewer with a sense of yearning is a common objective in entertainment – think cliffhangers – but only in content marketing is it requisite for efficacy. This doesn’t mean someone finishes your story and has a yearning to go buy the product or service. That's an unlikely (albeit highly impressive) outcome. It means they yearn for more – more installments in the series, more content from the brand, more information on the website, more social media posts from the account. via GIPHY Tell Your Brand’s S.T.O.R.Y. When your story sizzles, builds tension, exudes originality, sparks relevant tones with a defined audience, and leaves the reader or viewer yearning for more … you’ve got yourself a highly effective piece of B2B content marketing. The specifics within this framework are flexible and open to your own creative spin – you’d hardly be able to check the “originality” box if that wasn’t the case – but the overarching principles of impactful marketing narratives are quite consistent in every successful production. They’re most often found in movies and video games too, for that matter. via GIPHY To learn how you can apply this formula to establish stronger relationships with your audience, check out my blog post on channeling the skills of Abraham Lincoln to build trust through storytelling. The post Your Guide to Effective Storytelling in B2B Content Marketing appeared first on B2B Marketing Blog - TopRank®.
Recently we shared our chat with Andrew Davis, whose history in television inspires him to think like a TV executive when strategizing his content.Today we’re highlighting the insights of Margaret Magnarelli, whose ingrained journalistic mindset fuels a commitment to putting her audience — and their trust — above all else.Ahead of her session, she starred in TopRank Marketing and CMI’s CMWorld preview experience, where she declares that in order to put on an unforgettable show for your audience, “Trust is your ticket to admission, and therefore needs to be treated as a main event.”In an expanded interview with us, Margaret expands on her enlightened viewpoints as they apply to building trust, being mindful of word counts, balancing facts versus feelings, and much more.My job focuses on the development of audience using organic channels.I was drawn to the firm because of its focus on relationships as customer experience, its emphasis on content as a driver of marketing, and its commitment to volunteerism and philanthropy.
One of the most fundamental requirements for content marketing is also one that unfortunately tends to get overlooked most: It needs to be entertaining.If your content doesn’t hook someone and draw them in, it isn’t going to accomplish anything.Now a cherished keynote speaker and best-selling author, Andrew got his start as a program producer for WABU-TV, a local station in Boston.He later served as Workshop Production Manager for the Jim Henson Company, helping out with brands like The Muppets and Sesame Street.To do so, Andrew recommends thinking like a television executive, developing unique twists, searching for moments of inspiration, and making appointments with your audience.What techniques and philosophies do you carry over from that experience as a content marketer?
Why is that infographic still not done?Why did our month-over-month blog readership drop?Here are 30 answers – part therapy (we’re not alone), part discovery (oh, that’s what the problem is), and part help (OK, we can fix it).Too often content marketers don’t get the maximum value from the content they produce because they’re too busy working on the next content project, and the next one.– Venetta Linas Paris, director, global content marketing, AonAnything that doesn’t align to your strategy.
We know what a home run is in baseball – it gets the biggest crowd reaction and sometimes decides the game.– Adam Ritchie, principal, Adam Ritchie Brand DirectionYour content delivers so much value that it tangibly improves people’s lives and drives business results.– Joe Pulizzi, founder, Content Marketing InstituteA 50% open rate, 30% click-through rate, 50 shares, 20 subscribers, 10 comments, and a page-one ranking that lasts for a year.– Sydni Craig-Hart, CEO, Smart Simple Marketing
Editor’s note: Confusion still exists about how content and content marketing differ.It isn’t about the definition, but the difference between creating content and practicing content marketing.This post is updated to provide you with a better understanding and to be shared with your teams and executives.There’s product content, sales content, customer service content, event content, employee-generated content, marketing and campaign content.Think American Express’s Business Trends and Insights:Or one of my favorite thought leadership marketing destinations,
In honor of it’s fifth anniversary, LinkedIn has released a revamped edition of The Sophisticated Marketer’s Guide to LinkedIn.The eBook features a powerful array of digital marketing smarties, each who shared their insights and practical advice on how to get the most out of LinkedIn—from optimizing your profile to expanding your network.The TopRank Marketing team was privileged to work with LinkedIn team to identify, engage, and gather fresh insights from these brightest marketing minds.If you’re anywhere near the B2B marketing world, social selling or recruiting, getting to know LinkedIn is more essential today than ever.With over 610 million members in over 200 countries and territories, more than 1 out of every 3 professionals worldwide is on LinkedIn.LinkedIn counts executives from nearly all 2018 Fortune 500 companies as members
After I interviewed Tina Fey at Content Marketing World, several people asked if she was as nice in person as she seemed on stage.They also wanted to know if Andrew Davis really didn’t know what was in the “mystery box” he brought to the stage during his high-energy presentation on curiosity.As part of its year-long Music Lifts You Up campaign, which centered on electronic dance music and targeted millennials, 7UP and EMD prodigy Martin Garrix teamed up with experiential artists to create a once-in-a-lifetime music experience for an all deaf audience.As impressive as 7UP’s concert was, a big-budget event isn’t the only way to create meaningful content.When he first visited the yellow-dotted field of dandelions, he didn’t want to spend the time to shoot it.Instead, he reframed his thinking – and found something extraordinary, which Emilie Moreland shared in this tweet:
In his opening keynote at Content Marketing World, the amazing Andrew Davis dove headfirst into one of the top challenges all content marketers face today: getting and keeping the attention of their audiences.Below we’ll take a look at some of the top excuses we’re using to justify bad content, and the perfect formula for capturing audience [email protected] CMWorld Click To TweetAs I mentioned at the beginning, marketers are constantly being told that their content is too long.1 – Audience Attention SpanAccording to recent studies, audience attention spans are approximately that of a goldfish.
You know, when the fairy dust has settled to the floor next to bits of dried pine needles, crumbs of joyously consumed (now vaguely regretted) treats, and the hair of the dog that may or may not have bitten you (but almost certainly needs a walk).Or, rather, Unsolicited Advice, the whip-smart (and unfailingly polite) commentary on marketing missteps Andrew Davis provides in every issue of Chief Content Officer magazine.Don’t turn off half your potential audience (some of us shave, too)Becky and I have a suggestion: Cash in on the millions of women buying Dollar Shave Club products by creating a separate set of post-purchase content that speaks to the fairer sex’s trials and tribulations.It’s clear you and your team understand how to create great content … but how about customizing some of that creatively snarky content for women?How about creating two mini magazines each month, one for men and one for women?
We’re closing in on the end of 2015, so it’s a good time to reflect on the year that was and get ready to rock it in the year to come.But I’m talking about undertaking a more focused, strategic marketing effort, not gutting your marketing programs and budget wholesale.This means intentionally doing less marketing in places where your customers aren’t, or when you don’t have the ability to support a long-term effort, or if you are spreading your resources too thin.You might try to create the most vibrant community in your space.Marketing expert Andrew Davis ( says the key to expanding your subscriber base is to make an appointment with your audience.Davis suggests releasing content during morning and afternoon drive times, and notes that lunchtime might be the ideal hour to send an email newsletter since people often eat at their desks and browse their inboxes.
As marketing expert Andrew Davis perfectly illustrates In a talk about meatloaf -- both the entrée and the artist -- the Internet makes it impossible to devise a one-size-fits-all customer journey.Struck with a craving for the dish, Davis Googled meatloaf recipes.Everyone who uses the Internet has a similar story of searching for one thing and ending up diving deep into a completely different topic.Prospects don’t necessarily follow a linear purchase path, which is why brands need to reach them at multiple inspiration points.Although radio and TV once dominated the advertising space, companies that cling to these old strategies will suffer if they don’t provide younger consumers with valuable content online.Related: In the Quest for Leads, Your Blog Is Your Greatest Companion
Brands that pump out a ton of text-based content are now flooding the attention marketplace with video.Over the course of 45 minutes–which included exploding watermelons, Ice Road Truckers, and impromptu dance breaks–Andrew laid out exactly what is wrong with how most marketers are approaching video.Creating Video Marketing that Holds AttentionAs Andrew explained it, video is a linear medium.It’s not the lack of attention span, though: It’s the lack of content designed to hold attention.What keeps a person watching is the desire to have a question answered.
MarketingProfs hosted its annual B2B Forum MPB2B last week in Boston and the show s opening was unforgettable.Ann Handley, Chief Creative Officer of MarketingProfs, entered the stage in a gold bedazzled choir robe, as the New England Gospel Choir belted out a song.In the first keynote of the day, Handley talked about how B2B had evolved the last 10 years and gave advice on how B2B marketers can make the most of the future.Her directives inspired attendees to fail like Leonardo da Vinci who tried many times before he succeeded ; to act like Laura from Little House on the Prairie who took the time to build systems that would make things more effective ; and to train like Tina Fey who spent ages honing her acting techniques and developing her unique character .Go back to your offices and feel like you have a community around you.Best-selling author Andrew Davis delivered the second keynote of the day, which focused on the marketing pizza.