What do you take away from the biggest content marketing conference in the world? Besides tons of vendor swag and a hangover, we picked up insight into the industry and three popular themes for you to try in your marketing.
Google Trends confirms the increasing interest in the phrase "content marketing" since 2005.
And as more and more companies invest in content marketing programs, it is essential to be able to show results. When programs are started without a clear strategy or measure of success, then it can lead to questions over the impact and effectiveness of the program.
State of the Industry
Jake Sorofman of Gartner summarizes the cautionary tone of how content marketing is maturing in the industry, and how its place on the "Hype Cycle for Digital Marketing" is in the decline (see diagram above). But don't worry, it's not going anywhere. Jake outlines five causes of failure in content marketing from Joe Pulizzi's keynote speech. If you're feeling this disillusionment with content marketing, are you making these mistakes?
If you weren't lucky enough to attend this year (thanks boss!), we found three themes that ran throughout keynotes and presentations.
- Be honest
- Be authentic
- Be human
Seems simple enough, but the value is in the stories and examples that speakers shared to support these themes.
1. Be Honest
Sure, normal honesty is ethical and professional. But are you insanely honest?
Insane honesty is a choice, according to Doug Kessler of Velocity Partners. He shared examples where companies went out of their way to be proactively honest, "insanely honest," by volunteering their weaknesses unasked. Basically putting your worst foot forward.
Uh, why would you do that?