#CMWorld 2019 Recap: Top Insights & TopRank Marketing’s Favorite Moments

Content Marketing World 2019 Recap

Content Marketing World 2019 RecapIt’s always fascinating when thousands of marketers, many
of whom are competitors, can come together for a week to share
ideas, innovations, and advice with one another to grow their
business and push the boundaries of their industry. Content Marketing World
was no exception to this act of selfless sharing. It was
my first time attending and between the thought-provoking content,
industry-leading speakers, and generously engaging attendees, I
certainly hope it’s not my last. At TopRank Marketing, we made it
our mission to ensure our readers would share in the benefit of our
attendance. Below are the ideas, people, and moments that we were
grateful to experience last week, all of which are summarized for
your consuming pleasure below. We hope that similar to our
conference experience, you walk away with a notebook chock-full of
ideas to grow your content marketing programs. Enjoy! Big Ideas
Beget Big Ideas  At CMWorld 2019, every speakers’ session seemed
to build from one another, making for a cohesive and comprehensive
learning experience. Common themes included:

  • Using data to tell stories
  • Creating content that feels personal 
  • Creatively amplifying your message
  • Leveraging teams and technology to scale

Our live coverage of several sessions delved into all of these
themes.  Using Data to Tell Stories Lee
Odden Shares His Secret to Content Marketing Fitness
CEO of TopRank Marketing Lee Odden took the stage on
Wednesday afternoon to draw parallels between his physical fitness
journey and that of creating an always-on content
marketing program
. The underlying message throughout his
presentation was that you should always be leveraging your data to
iterate, optimize and push the boundaries of what you thought was
possible. Read
the entire blog here
April Henderson on Data-Driven, Empathetic B2B Content
Forrester’s April Henderson
followed up the next day to talk about data-driven, empathetic B2B
content. And no – that’s not an oxymoron. She pushed her audience
to think past traditional B2B content to build stories that don’t
stray from statistics but instead, leverage them to resonate with
your audience’s emotional side.
Read the entire post here
. Creating Personal Content

Create a Stellar Audience Experience By Slowing Down with These
Tips from Ann Handley #CMWorld
MarketingProfs Chief Content
Officer Ann Handley
provided her audience with a powerful session that urged marketers
to slow down and take the time to get to know their audience. She
stresses that relationships, especially between buyer and seller,
take time to build. Marketers who not only understand this but
covet it as their guide to building great content, are going to be
leaps and bounds ahead of the rest.
Read the entire blog post here
Carlos Abler Details How Content Marketing Can Contribute to the
Greater Good #CMWorld
3M’s Carlos Abler spoke to an
audience of marketers about expanding the idea of personal content
to include social value. Although brands have been notoriously
known for sticking to objectives that only benefit themselves,
Carlos ensures us that by building a strategy that provides our
audiences an aspect of social value, we will be helping our
bottom-line as well.
Read more from his session here
. Creatively Amplifying Content

Get Heroic Results from B2B Influencer Marketing with Advice from
Ashley Zeckman #CMWorld
Ashley Zeckman Presents at CMWorld 2019Despite an 8 a.m. start time on the last day of CMWorld, the
room for Ashley Zeckman’s presentation on B2B Influencer
Marketing was packed, a good indication of the thirst for this
topic. Using Guardians of the Galaxy to help explain her approach
to building successful influencer programs, she laid forward
essential do’s and don’ts, wrapping it all up in real-world
examples for her audience to take away.
Read our entire recap from Ashley’s presentation here
Leveraging Teams and Tech to Scale Zari
Venhaus’s Framework for Gaining Executive Buy-In for Marketing
Technology #CMWorld
Eaton’s Director of Corporate
Marketing Communications Zari Venhaus knows better than
most that the best content marketing strategies will have an uphill
battle gaining traction if the proper tools are not in place to
scale efforts. That’s why she gave a thorough presentation on her
tried and true framework for getting martech approval from senior
executives. Read
the full post here
How to Drive Better Content Marketing Results with Integrated
Marketing Teams: Top Tips from NewsCred’s Shafqat Islam
NewsCred Co-Founder and CEO
Shafqat Islam hit on
a point that many of us marketers already know to be true:
consumers demand a consistent, omnichannel experience from brands.
However, knowing and doing are two very different things. Shafqat
laid out his process for building teams that not only understand
this key truth, but can also implement it at scale.
Read the entire live blog here
. Off-Stage Insights To make this
conference experience extra special, the TopRank Marketing team sat
down with some of the brightest minds in B2B, interviewing them
one-on-one to get their unique perspective on the state of our
industry. We sat down with the majority of these experts moments
after they exited the stage, speaking on their respective topics of
expertise. We will be releasing the full interviews from these
industry leaders in the weeks to follow. But here are a few
profound snippets to hold you over: Amanda
Senior Director of Health Content,
Cleveland Clinic
[bctt tweet=”Health is so personal
and so sacred that building that trust is so important. – Amanda
Todorovich @amandatodo” username=”toprank”] Amisha
Vice President of Influencer Marketing
& Communications, SAP Ariba and SAP Fieldglass

[bctt tweet=”Focus on creating
engaging content, not lead gen content, to align with the
expectations of today’s B2B buyer. – Amisha Gandhi @AmishaGandhi”
username=”toprank”] Brody Dorland
Co-Founder, DivvyHQ [bctt tweet=”I feel strongly that
companies need to get out of the campaign mentality and leverage
their channels for ongoing content that is going to serve their
audience. – Brody Dorland @brodydorland” username=”toprank”]
Clare Carr
Vice President of Marketing, Parse.ly [bctt tweet=”Remember that your
B2B audience is human and treat them that way. – Clare Carr
@clareondrey” username=”toprank”] Jeff Pugel
Founder & Chief Growth Officer, Ignition
[bctt tweet=”Figure out who you
are, as a business, and everything else will start to figure itself
out. – Jeff Pugel @jeffpugel” username=”toprank”] John Joyce
Global Marketing Director, Brennan Industries
[bctt tweet=”That’s why we do
content marketing – to start communicating and providing value to
our audience. – John Joyce @mrjohnjoyce” username=”toprank”]
Maliha Aqeel
Assistant Director of Brand, Marketing &
Communications, Ernst and Young
[bctt tweet=”By and large society
is forcing companies to change. They are saying it is no longer
acceptable to operate the way you’ve always operated – you’ve
got to put society first. – Maliha Aqeel @MalihaQ”
username=”toprank”] Margaret
Executive Director for Growth Marketing
& Audience Acquisition, Morgan Stanley
[bctt tweet=”The more you can get
to know your customer and develop a care and empathy for them, the
more you are going to do what is right for that person – not just
because it is a marketing trend you can follow. – Margaret
Magnarelli @mmagnarelli” username=”toprank”] Stephanie
General Manager, Content Marketing
[bctt tweet=”We keep the
conversation and the community going 365 days a year. – Stephanie
Stahl of @CMIContent” username=”toprank”] Zari Venhaus
Director of Corporate Marketing Communications,
[bctt tweet=”Marketers need to
take a step back and think about the larger ecosystem in which they
operate. – Zari Venhaus @zvenhaus” username=”toprank”] Connecting
with the Content Community Oftentimes conferences give us the
opportunity to check in with friends in our industry, grab a bite
together and share a laugh. The team at TopRank Marketing used our
spare moments to do just that, connecting with old friends as well
as new.  We captured a few of our favorite moments with these
folks below.

TopRank Marketing team members Josh
Nite, Ashley Zeckman, and Lee Odden with Robert Rose.

An annual tradition, TopRank Marketing
had a lovely dinner with old and new friends.
TopRank Marketing President Susan
Misukanis interview Amanda Todorovich of Cleveland Clinic, while
TopRank Marketing’s Director of Demand Gen Kelly Hogan runs the
Lee Odden with two amazing friends
and marketers Ann Handley and Joe Pulizzi.
Wrapping it Up
To summarize our experience: we came, we saw, we conquered, all in
hopes of bringing back the thought-leadership that transpired to
our clients and our communities. As much as we enjoy being at the
event, we enjoy, even more so, sharing those learnings with you.
There is a balance in our community of giving and receiving, and we
like to err on the side of giving.  Did you attend Content
Marketing World 2019? What were some of your top takeaways or
favorite moments? Share your thoughts in the comments section

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2019 Recap: Top Insights & TopRank Marketing’s Favorite
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Source: FS – Marketing 3
#CMWorld 2019 Recap: Top Insights & TopRank Marketing’s Favorite Moments