There’s nothing my marketing team loves more than hearing our sales team ringing the bell signifying that they just closed a deal. Because at the end of the day, marketing and sales are all pulling for the same thing: more pipeline and more revenue.
For nearly five years, we’ve been told that our attention spans are shorter than that of a goldfish. Study after study showed that people would lose concentration after eight seconds, while a goldfish’s attention span was nine. To address this new “reality,” content marketers invested heavily in short, snackable content formats that could quickly be consumed.
Ceros unveiled new enhancements to its experiential content creation platform at a recent user event in New York City. According to the company, update 6.0 aims to better position customers to create meaningful digital experiences for their target audiences while removing friction from the content creation process.
I just returned to New Jersey after spending three days in Toronto with Uberflip and more than 700 content marketers at the company’s annual Conex event. I’m a big fan of the event, because I am a big fan of content marketing, content creation and everything in-between. So, you can understand my excitement to attend every year and learn from some of the brightest minds in the industry.
This year, that included speakers such as:
The event packed so many great presentations spanning over three days. While I already covered an extensive recap of the event here — highlighting many thought-provoking insights into content marketing and the content experience that marketers can deploy in their organizations almost immediately — I still have so many great quotes and tidbits from the event that deserve a bit of a spotlight.
With that said, I’ve rounded up some of my favorites here in hopes that they will spark a conversation among you and your colleagues.
“There is nothing worse than homeless content. It’s your PDF on SlideShare; it’s your video on YouTube; it’s your infographic, sad and lonely on your blog. Give your content a home and make it feel like it has a place to live.”
-Ann Handley, Chief Content Officer, MarketingProfs
“Content organization is hot. It’s foundational to creating truly personalized content experiences. Use a content experience platform so you can scale it and not slave over spreadsheets.”
-Anna Hrach, Strategist, Convince & Convert
“There’s one step in between homeless content and where we are now — that’s when we are generating content after content. It’s like we’re standing on a street corner, saying, ‘Please, sir, will you read some more.’”
-Tamsen Webster, Founder and Chief Message Strategist, The Red Thread
“Content is the ‘’location, location, location’ of the 20th century.”
-Carlos Abler, Content Marketing Strategy, 3M
“The reason why people give you their money is the same reason they gave me money as a pool guy, it’s because they feel something about you that they didn’t feel about others. Trust allows someone to give you their money.”
-Marcus Sheridan, Owner, Professional Speaker, Author, Marcus Sheridan International Inc.
“Marketing and sales goes on all the dates. They get vetted by the entire organization and then they hand it over to Bob to deliver the experience.”
-Joey Coleman, Chief Experience Composer, Design Symphony
“Social video should not be mistaken for TV. Television doesn’t let you interact with your audience; Facebook does.”
-Caitlin Angeloff, Global Head of Social Media Strategy & Operations, DocuSign
“When you hire a marketer, what is their on-boarding process? When you have them start, make sure they understand the importance of execution. Teach the process on day one, instill the values up front and build a culture of ‘get it done.’”
-Corinne Sklar, CMO, Bluewolf Group
“If you want to be authentic, don’t tell people the theme of the story. Let them feel the message. It’s the same thing with your mission statement — make them feel the mission statement.”
-Matthew Luhn, Keynote Speaker and Former Pixar Animator
“Ignoring video is the avoided handshake of 2018.”
-Amy Landino, YouTuber, Speaker, Podcaster, Author and Marketing Consultant, Vlog Boss Studios
“Quit blaming the goldfish. Our audience is capable of paying attention as long as we grab and hold their attention.”
-Andrew Davis, Author of Brandscaping
For a long time, content marketing has been defined (or assumed) as simply “creating content,” but this mindset is destined for failure.
“Creating content is not enough,” said Randy Frisch, CMO of Uberflip, during his keynote presentation at the company’s annual Conex event in Toronto. “We have to focus on the content experience for the buyer journey. A content experience occurs wherever and whenever anyone encounters your content. It could be terrible or great. They occur at every stage of the funnel.”
In a quick-hitting conversation on the show floor at Conex 2018, taking place in Toronto, Canada August 21-22, Demand Gen Report’s Klaudia Tirico and Randy Frisch, CMO of Uberflip, discuss the three key things that make up a true and effective content experience. They also discuss the challenges limiting marketers’ abilities to create great content experiences, as well as what the “infinite scroll” can do to further enhance how buyers experience a brand.
B2B companies that focus on understanding how prospects and customers consume and interact with content are positioned to generate 8x more views and 7x higher conversions, according to a new Content Experience Report by Uberflip. The inaugural report, released at ConEx 2018, taking place in Toronto, Canada August 21-22, aims to shine a light on the current impact of content experiences on key B2B marketing metrics.