Five Smart Takeaways from Content Marketing World 2015

Now in its fifth year, Content Marketing World gathers thousands of marketers to explore the power of content marketing, covering strategy, integration and measurement. If you’re doubting the value of content in your marketing mix, the 3,200 professionals who attended this year’s conference just might change your minds. Our very own Don Peasely attended the conference and reported back on what a few of the presenters had to say.

1) There is power in a documented content strategy. Only 32% of B2B marketers have a documented content strategy. Those who do are 45% more effective in achieving goals. Joe Pulizzi, founder of the Content Marketing Institute, @JoePulizzi

2) Quality over quantity. It’s all about the quality, not quantity of the content you produce. Focus on the real effect it has on business outcomes and how it satisfies your customers. This was a great reminder from Kristina Halvorson, CEO of Brain Traffic, author of “Content Strategy for the Web” and founder of Confab Events.

3) It’s emotional, too. Content is the informational and emotional bridge between commerce and consumer. Wisdom from Jay Baer, president of the social media and content marketing consultancy Convince & Convert.

4) Keep them coming back for more. Pre-existing, or “second-click” content is designed to answer a specific question that your salespeople will get again and again. Have it ready to go and make sure it’s “CRAP”—Concise, Relevant And Persuasive. Thanks for the tip Tom Martin, founder of Converse Digital, and author of “The Invisible Sale.”

5) Get out of our own way. Great creative comes when you have an uncluttered mind. “Get your panic out of the way early,” said John Cleese, Oscar-nominated actor, author and business motivator.

Don Peasely is Associate Partner, Client Engagement, at VSA Partners Detroit, where he manages the Harley-Davidson, Strayer University and Cleveland Clinic accounts. With more than 20 years of marketing and advertising experience, Don has worked on both the client side (at General Motors and Verizon Wireless) and agency side at Leo Burnett Detroit, where he led the Buick, GMC and Pontiac accounts.