If you want to build sustainable relationships with customers, trust can’t just be a gimmick or a sideshow or something you think about now and again. Trust is your ticket to admission, and therefore needs to be treated as a main event. Social science research shows that there are four main components of trust in human interaction: capability, benevolence, honesty and authenticity. So if you’re looking to establish trust on a brand level, you need to look to these same criteria. In other words:
Have you proven to your customer that your product does what it says it can?
Have you showed your customer that you’re putting their needs first?
Have you demonstrated to your customer that your company does the right thing?
Have you illustrated that your company involves some level of human touch?
When you’ve achieved these four things in your marketing content, that’s when the real spectacle can begin. You’ll have earned trust and favorability, and then can really start to ‘ooh and ahh’ your customers.
Click to Tweet
Engage Your Audience Emotionally
Today’s audiences have grown bored of the same old,
same old. Entertainers are being challenged to take spectators to new and surprising places. The best acts make those in the crowd feel like they’re actually part of the show, creating new levels of immersion and interactivity. Content marketers are being challenged in similar ways. How can we engage our audience by making them feel like they’re in on the action? And how can we catch viewers off-guard with a
proverbial ‘bear-on-a-bicycle’ moment?
Assistant Vice President Global Marketing Lead, Genpact
Empathy is the Miracle-Gro of a thriving customer-centric business." @MarketingProfs
Don't be a sitting duck.
I think of content marketing metrics in two dimensions: Business outcomes (how content is contributing to the business) and engagement metrics (a proxy for how much the target audience likes the content).
And these two are not created equal, as every initiative is paired with a specific business outcome to evaluate performance. Although we keep tabs on engagement metrics, they do not dictate success by themselves.
Here’s what we’re typically looking at:
Business Outcomes: Brand awareness/consideration, remarketing audience size, web traffic, conversions, customer behavior (e.g., retention, adoption rate, referrals, etc.)
Engagement Metrics: Views, total view time, view-through-rate, percent of target audience (in relation to total viewers), comments, likes, reactions, scroll depth, pages-per-session, bounce rate, time-on-site, etc.
Multimedia and interactivity are in our wheelhouse at WP BrandStudio for driving engagement with our stories. One example is an investigative multimedia feature covering the opioid crisis for Optum, blending emotional videos and evocative imagery with interactive infographics to educate our audience on the epidemic and solutions. We also have a multi-disciplinary Emerging Media Taskforce that delves into storytelling innovation and here are a couple examples that arose from that team:
AR: We’re excited about the possibilities of augmented reality to bring content into the physical world of our audience. Technology has recently evolved to allow the audience to access AR in-browser (without having to open an app) which has greatly increased scale.
Emotion recognition: We’re experimenting with this technology to make a deep audience impression. For Mike’s Hard Lemonade, we recently launched The Joy Experiment, online and in an experiential pop-up party, where the audience can explore how happy content affects their own mood.
Your marketing strategy shouldn’t be constantly changing. It should be a solid foundation that’s documented and communicated across the entire team." @amandatodo
Register for a VIP Experience at CMWorld 2019
Successful partnerships with influencers require an understanding of what the audience wants and how a brand/influencer collaboration can give it to them. Finding ideal influencers for impact means discovering those with on-topic credibility, the ability to publish, an engaged network and a willingness to share. Matching the right types of influencers with the right content for mutual benefit is essential. Brandividuals can drive awareness, subject matter experts can create engagement and customers who advocate can help inspire sales.
As a result, customers get great content, brands attract new customers and influencers earn exposure and access to opportunities.
When I think of creative applications of cutting-edge interactivity, I think of augmented reality experiences like Pokemon Go, or the techniques we’re seeing implemented in some retail stores. The extreme popularity of Pokemon Go shows the promise of AR when it’s made accessible to a large audience. The key for brands is to not just pursue these programs for the sake of doing it, or to “be cool,” but to have a clear purpose and value-add.
One good example is L’Oreal’s “Try On” application of AR, which allows customers to use digital overlays for a sort of virtual beauty test. Whatever your approach, make sure that your interactive content is informative, interesting, and oriented more toward driving engagement and thrilling your audience, as opposed to strictly generating leads and sales. A memorable experience goes a long way.
Chief Content Officer, MarketingProfs
Trust Is the Ticket
You got ‘em all!
Who’s laughing now, clowns?!
Strategy Isn’t a Buzzword
Brag to your friends on Twitter:
"I just got my ducks in a row for #CMWorld 2019.
Come test your aim in this fun mini-game!"
Founder, Convince & Convert
Setting The Stage
Enter to Win the VIP Experience at CMWorld 2019
Lorem ipsum dolor sit amet cu cum duis noluisse, argumentum
This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 3099067.
Chris White
Annie Granatstein
Click to Tweet
Margaret Magnarelli
Video is a visual medium, which means if you want to make the best impact and see the highest returns for your video's investment, you've got to SHOW not tell. Instead of a talking head or another interview, how can you SHOW me? Spend more time shooting the rest of the story and immediately, you'll take your videos from drab to show-stopping. (By the way, you shouldn't forget about the soundtrack for your video… sound effects and music go a long way to making video that works.)
•
Lee Odden
Have you illustrated that your company involves some level of human touch?
Click to Tweet
When you’ve achieved these four things in your marketing content, that’s when the real spectacle can begin. You’ll have earned trust and favorability, and then can really start to ‘ooh and ahh’ your customers.
Take a Measured Approach
Amanda Todorovich
If you want to build sustainable relationships with customers, trust can’t just be a gimmick or a sideshow or something you think about now and again. Trust is your ticket to admission, and therefore needs to be treated as a main event. Social science research shows that there are four main components of trust in human interaction: capability, benevolence, honesty and authenticity. So if you’re looking to establish trust on a brand level, you need to look to these same criteria. In other words:
Have you proven to your customer that your product does what it says it can?
Have you showed your customer that you’re putting their needs first?
Have you demonstrated to your customer that your company does the right thing?
Have you illustrated that your company involves some level of human touch?
When you’ve achieved these four things in your marketing content, that’s when the real spectacle can begin. You’ll have earned trust and favorability, and then can really start to ‘ooh and ahh’ your customers.
"
Have you showed your customer that you’re putting their needs first?
Apply New Technology With a Purpose
Nice work! Your targeting is legendary.
You must be a marketer.
Name
You couldn’t have Siegfried without Roy, and Gallagher’s act wouldn’t be so memorable without a big watermelon to smash with his hammer. The right partners and props are key to delivering an unforgettable act. For content marketers, this means teaming up with strategic influencers and incorporating visual pizzazz to bring that ‘WOW’ factor. A perfectly coordinated campaign or initiative is like a flying trapeze act: seamless, collaborative, and high-flying!
SPONSORSHIP OPPORTUNITIES
"
These clowns think they know content.
Knock some sense into 'em!
HAPPENINGS
Manager of Digital Marketing, Children's Health
BLOG
Learn to wow the crowd with these content marketing experts:
Click to Tweet
Learn how to wow your customers with these marketing experts:
FAQ
AGENDA
HAPPENINGS
Once you’ve gotten your ducks in a row, it’s time to take the stage and delight your audience. Every great performer knows how to read the crowd, scanning their eyes and expressions for subtle signs of reception. Are they fully locked in, or is attention drifting? Is your approach resonating, or is it time to change directions and try something else? Reacting and adapting are essential skills for showpeople
and content marketers alike.
FAQ
AGENDA
SPONSORSHIP OPPORTUNITIES
Content Marketing World is part of the Informa Tech Division of Informa PLC
About us
Talent
informa
informa
Content Marketing World is part of the Informa Tech Division of Informa PLC
About us
Talent
TRAVEL
"
AGENDA
HAPPENINGS
Extra power in your CMWorld
swag bag
Exclusive interview on the
CMWorld blog
One-on-one time with our ringmaster Robert Rose
Invitation to Robert’s “Tell It Well” party on Wednesday evening
Front-Row at keynote sessions!
Signed copy of Mindy Kaling’s book
One piece of CMWorld swag from the bookstore
Appeal to Your Viewer’s Senses
The curtain pulls back. Spotlights splash the stage. Anticipation builds as the drum rolls. Seeing a show under the big top creates a sense of magic for customers, and every content creator should be attempting to recreate this feeling on some level. It all must begin with proper preparation, and choosing the perfect setting for your experience. Which channel or medium will bring your content to life? How can you ensure a seamless delivery through smart planning?
Click to Tweet
Personalization at scale is kind of an oxymoron like "jumbo shrimp." I love shrimp. And content marketing. So if you love shrimp and content marketing, we have a lot in common. See what I did there?
OK. First, you can't really personalize at scale unless you know something about your audience. Second, you also have to be able to deliver a tailored piece of content to those unique characteristics. It doesn't have to be individualized, just tailored. So a survey isn't enough. One of the best examples I have seen of personalization at scale is through The New York Times interactive survey of "How Y’all, Youse and You Guys Talk," where they claim that the way you speak can predict where you’re from through a personal dialect map. If you fill out the survey, you get a personalized piece of content. Pretty cool, right?
Find Creative (and Feasible) Connections
Click to Tweet
Click to Tweet
Step Right Up!
A good answer box strategy is a good voice strategy." @CourtEWakefield
Use Empathy and Influence for Impact
HOME
Content is meant to be a source of dialogue." @tameka
This is merely a sampling of all the showstopping insights and learnings that
await you at the Greatest Content Marketing Show on Earth!
This September, the marketing magicians above will be joined by beloved performer Mindy Kaling and a star-studded lineup of speakers sharing their tips and tricks for developing your own content marketing show that will tantalize your audience.
CMWorld 2019 kicks off Sept. 3 in Cleveland. Click below to register
and make sure you don’t miss out on all the insights, experiences, and surprises in store!
Gauging the Crowd
Click To Tweet
Extra power in your CMWorld
swag bag
Exclusive interview on the
CMWorld blog
One-on-one time with our ringmaster Robert Rose
Invitation to Robert’s “Tell It Well” party on Wednesday evening
Front-Row at keynote sessions!
Signed copy of Mindy Kaling’s book
One piece of CMWorld swag from the bookstore
•
You couldn’t have Siegfried without Roy, and Gallagher’s act wouldn’t be so memorable without
a big watermelon to smash with his hammer.
The right partners and props are key to delivering an unforgettable act. For content marketers, this means teaming up with strategic influencers and incorporating visual pizzazz to bring that ‘WOW’ factor. A perfectly coordinated campaign or initiative is like a flying trapeze act: seamless, collaborative, and high-flying!
• Extra power in your CMWorld swag bag
• Exclusive interview on the CMWorld blog
• One-on-one time with our ringmaster, Robert Rose
• Invitation to Robert’s “Tell It Well” party on Wednesday evening
• Front-row at keynote sessions!
• Signed copy of Mindy Kaling’s book
• One piece of CMWorld swag from the bookstore
Content Marketing World is part of the Informa Tech Division of Informa PLC
Don't be a sitting duck.
Click to Tweet
Michael Brenner
"
Extra power in your CMWorld
swag bag
Exclusive interview on the
CMWorld blog
One-on-one time with our ringmaster Robert Rose
Invitation to Robert’s “Tell It Well” party on Wednesday evening
Front-Row at keynote sessions!
Signed copy of Mindy Kaling’s book
One piece of CMWorld swag from the bookstore
Andrew Davis
Increasingly, your content needs to mirror a television network, with a series of consistent, well-produced shows." @jaybaer
Amisha Gandhi
A lot of businesses are focusing on voice skills first, and that’s a big mistake. There’s a huge opportunity for voice search in content marketing and it begins with optimizing your content to rank in the answer box, which is then read by voice-first devices like Amazon Alexa and Google Home as their voice answers. A good answer box strategy is a good voice strategy.
You can get answer box rankings by implementing natural language headers, mimicking the structure of the content you see ranking for the queries you want to rank for (e.g., You may notice Google favors bulleted lists over paragraphs for certain types of content in their answer box), and answering the questions you see pop up in the "People Also Ask" section in your content.
Manager, Content Marketing Strategy, Capital One
Video is a visual medium, which means if you want to make the best impact and see the highest returns for your video's investment, you've got to SHOW not tell." @DrewDavisHere
Why are circus clowns always stressed? Because their job is in tents. (You know I love a good pun.) The same is true for content marketers. Our jobs are also “in tents.”
So let’s relieve some of that stress, mmkay? Delighting your audience includes understanding your customers, and understanding how your prospects or customers interact with your brand.
One way: Undercover Boss your own brand. Sign up for your own service. Opt-in to your own email list. Place a call to your support center. Interact on your social channels. Ask a customer care rep what patterns they see day in, day out.
Your goal here is to gain insight into the customer experience. Your goal is to be pathologically empathic to your customers. Why? Because: Empathy is the Miracle-Gro of a thriving customer-centric business. And a less in-tents job.
If you want to build sustainable relationships with customers, trust can’t just be a gimmick or a sideshow or something you think about now and again. Trust is your ticket to admission, and therefore needs to be treated as a main event. Social science research shows that there are four main components of trust in human interaction: capability, benevolence, honesty and authenticity. So if you’re looking to establish trust on a brand level, you need to look to these same criteria. In other words:
•
Thanks for joining our CMWorld preview experience. We appreciate you spending a little time with us. As a token of our gratitude, we’re giving you an exclusive opportunity to sign up to win a one-of-a-kind (drumroll, please) VIP Experience at CMWorld 2019! This gains you access to all of these awesome perks (and more):
Senior Director of Health Content, Cleveland Clinic
REGISTRATION
Today’s audiences have grown bored of the same old, same old. Entertainers are being challenged to take spectators to new and surprising places. The best acts make those in the crowd feel like they’re actually part of the show, creating new levels of immersion and interactivity. Content marketers are being challenged in similar ways. How can we engage our audience by making them feel like they’re in on the action? And how can we catch viewers off-guard with a proverbial ‘bear-on-a-bicycle’ moment?
Vice President of Influencer Marketing and Communications, SAP Ariba and SAP Fieldglass
Hook Your Audience with Serial Content
• Have you proven to your customer that your product does what it says it can?
• Have you showed your customer that you’re putting their needs first?
• Have you demonstrated to your customer that your company does the right thing?
• Have you illustrated that your company involves some level of human touch?
Have you demonstrated to your customer that your company does the right thing?
Elevating the Experience
"
"
We’re excited about the possibilities of augmented reality to bring content into the physical world of our audience." @anniegranat
I think of content marketing metrics in two dimensions: Business outcomes and engagement metrics." @CapitalOne
Play the Game!
I think “strategy” is a dangerous word if you’re using it in the context of everyday content creation. Your strategy shouldn’t be constantly changing. It should be a solid foundation that’s documented and communicated across the entire team. The investment of time needs to be made up front in establishing a solid framework and core strategy. Once that critical work is done, there should be little debate about the “strategy” for pieces of content in day-to-day work. When new content ideas/initiatives are discussed or initiated, they should be aligned to an established strategy and set of defined goals. Our core content strategy at Cleveland Clinic hasn’t changed in six years, and it can be boiled down to one sentence: to engage users in daily conversation using health, wellness and clinical content that is unique to Cleveland Clinic. We constantly develop new ideas and tactics to support that strategy. We test, experiment, optimize and iterate our work every single day, but the core strategy stays constant because it’s still working/successful and aligns to our organization’s mission.
Whatever your approach, make sure that your interactive content is informative, interesting, oriented more toward driving engagement and thrilling your audience." @AmishaGandhi
Finding ideal influencers for impact means discovering those with on-topic credibility, the ability to publish, an engaged network and a willingness to share." @leeodden
Click To Tweet
Once you’ve gotten your ducks in a row, it’s time to
take the stage and delight your audience. Every great performer knows how to read the crowd, scanning their eyes and expressions for subtle signs of reception. Are they fully locked in, or is attention drifting? Is your approach resonating, or is it time to change directions and try something else? Reacting and adapting are essential skills for showpeople and content marketers alike.
Click to Tweet
Lorem ipsum dolor sit amet, cu cum duis noluisse, argumentum omittantur id est. Purto alterum vis id, sea summo numquam ea, usu vidit postea voluptatibus id. At quo vitae dicant, nec at vidit salutatus. Ei mea esse dicunt expetenda. At brute munere mel, natum fabulas tincidunt nec eu.
Ut cum meis graeci luptatum. An ridens fuisset eam, cu nostrud probatus ius, prompta accusam ei sit. Has ut omnes apeirian dignissim, mei id vide integre propriae. Cum ridens honestatis in, cu dolorum meliore intellegam ius, an dissentiet definitionem sed. Vero soluta vocibus mea eu, invidunt persequeris in pro. Eum ad agam vocibus detracto, ex quo theophrastus deterruisset, qui lucilius convenire repudiandae ei. Ad aliquip fuisset qui, aeque vulputate eos ea. Pri lorem fabellas erroribus ut. No eam deleniti facilisi cotidieque. Sea fabellas oportere dissentias ei, an probo simul rationibus mei omnis.
"
If you want to build sustainable relationships with customers, trust can’t just be a gimmick or a sideshow or something you think about now and again." @mmagnarelli
Come One, Come All!
Tameka Vasquez
Head of WP BrandStudio, The Washington Post
Jay Baer
Title
The keys to making your content work in 2019 and beyond are two-fold. First, STOP random acts of content. Increasingly, your content needs to mirror a television network, with a series of consistent, well-produced shows. This aids in recognition and findability and taps into the truism that multiple exposures are often needed to drive behavior.
Second, remove barriers to consumption. Ask yourself how your information and insights can be accessed with a minimum amount of effort or hassle for the consumer. This is one of the main drivers of our move into voice-activated content strategy for our clients at Convince & Convert.
BLOG
Ann Handley
Share your success on Twitter:
"I bopped every clown in the new #CMWorld interactive experience.
Think you can do the same?"
Executive Director of Audience Acquisition and Growth Marketing, Morgan Stanley
Create Two-Way Conversations
Find out from these content planning experts:
CEO & Co-Founder, TopRank Marketing
Click to Tweet
Extra power in your CMWorld
swag bag
Exclusive interview on the
CMWorld blog
One-on-one time with our ringmaster Robert Rose
Invitation to Robert’s “Tell It Well” party on Wednesday evening
Front-Row at keynote sessions!
Signed copy of Mindy Kaling’s book
One piece of CMWorld swag from the bookstore
Ladies and gentlemen, boys and girls, influencers and
advocates, practitioners and pupils… Welcome to the
Greatest Content Marketing Show on Earth!
We’ll be gathering some of the most studious and stupendous marketing minds in the game to share their wisdom at Content Marketing World in September. But before the big show, we
wanted to give you an inside look at how these top performers approach their crafts. So here we invite you to pull back the
curtains for a behind-the-scenes exploration of the process
behind content that dazzles and delights.
Come witness amazing feats of creativity! Marvel at masterful displays of measurement and optimization! Learn from legendary leaders and trailblazers in your field! And challenge yourself with tests of skill and dexterity! It all lies ahead in our interactive CMWorld experience. Enjoy the show, and we’ll see you in September.
SPONSORSHIP OPPORTUNITIES
Register Now
Click to Tweet
"
"
You can't personalize at scale unless you know something about your audience. And, you also have to be able to deliver tailored content to those unique characteristics." @BrennerMichael
Keynote Speaker & Best-Selling Author, Monumental Shift
"
CEO, Author, and Keynote Speaker, Marketing Insider Group
Get In Your Voice Practice
"
In a dialogue, you cannot truly listen if you’re just impatiently waiting for your turn to speak. In a noisy content world, this behavior is inadvertently applied in how we, as content leaders, engage with our audiences. We pump out content and then wait until it’s our turn to speak again and pump out some more per our content calendars. What use is it if neither side is listening? Content is meant to be a source of dialogue. It’s a really tough balance for marketers to strike in the instantaneous nature of our jobs. So assuming a topic is relevant and you have an objective, it is helpful to do some variant testing to determine effectiveness. There are demographic or psychographic elements that we can draw on to create variance for our audiences. So whether that means honing in on the same topic with a new set of keywords or a few new graphic elements or a question instead of a statement, we can test small elements, “listen” to the response and then respond in turn with what is actually resonating. Over time, those small elements allow our content to evolve and adapt to continue reaching our audiences more effectively.
Extra power in your CMWorld
swag bag
Exclusive interview on the
CMWorld blog
One-on-one time with our ringmaster Robert Rose
Invitation to Robert’s “Tell It Well” party on Wednesday evening
Front-Row at keynote sessions!
Signed copy of Mindy Kaling’s book
One piece of CMWorld swag from the bookstore
Find out from these content
planning experts:
Click to Tweet
•
Extra power in your CMWorld
swag bag
Exclusive interview on the
CMWorld blog
One-on-one time with our ringmaster Robert Rose
Invitation to Robert’s “Tell It Well” party on Wednesday evening
Front-Row at keynote sessions!
Signed copy of Mindy Kaling’s book
One piece of CMWorld swag from the bookstore
Click below to register and use the code SHOWSTOPPER19 when you check out, and you’ll be automatically entered. Already have your ticket to CMWorld? Don’t worry, you can still enter! Just send us an email at cmi_marketing@ubm.com
Informa PLC | About us | Investor relations | Talent
Enter to Win the VIP Experience
at CMWorld 2019
FAQ
SPEAKERS
TRAVEL
BLOG
Picking Props and Partners
But first, a word from our CMWorld Ringmaster, Robert Rose.
SPEAKERS
informa
informa
"
Bring the zing to your content with these marketing experts:
Courtney Cox Wakefield
informa
TRAVEL
HOME
Empathy Is No Joke
REGISTRATION
SPEAKERS
Informa PLC
Investor relations
Play the Game!
Informa PLC
Investor relations
This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 3099067.
REGISTRATION
HOME
This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 3099067.
informa
