It’s the morning of Day 2 at Content Marketing Retreat 2011 on Whidbey Island, WA. I didn’t sleep well and I’m up early.
Because Day 1 rocked. My mind’s buzzing with thoughts from Edelman’s Trust Barometer and Aristotle’s Story Structure to new tools like Gist and Dlvr.it. With 11 presenters in the span of one day, there’s a lot to look up, turn over, question and explore.
Mulling over Day 1, I’ve teased out five “ah-ha” moments where I learned something new or corroborated long-held, personal beliefs.
- Content Marketing means we are no longer limited to “renting” space in third-party media publications, including newspapers, magazines and websites. When each of us is now a publisher, we “own” the means of creating and syndicating quality, branded content. I find this both liberating and daunting—the obligation to produce better content has never been higher. (Via @juntajoe)
- Statistics may seem sexy to some but the reality is that we don’t connect to percentages and figures—we connect to people like ourselves. Stack stories with dry data and you’re hamstringed. Instead, focus on crafting a narrative about people. (Via @terrinop, Jack Penland and @hrhmedia)
- Traditional marketing married a message to an audience. Today, you need to think about engaging customers through the power of narrative. I can’t get lazy—got to go back to my storytelling roots. (Via @hrhmedia)
- Leave analysis-paralysis behind and just start creating content. Quality is important but so is quantity—after all, you never know what will resonate with the audience. Plus, the content you create and publish has a relatively long shelf-life, unlike more traditional means of communication like one-hit ads. (Via @heinzmarketing and @juntajoe)
- Turf wars abound—but don’t get bogged down competing over who “owns” content in your organization. While you squabble, who is creating or publishing content? Different content creators need to work together so that content can get re-purposed for multiple channels (as appropriate). (Via @TPLDrew and @heinzmarketing)
In summary, Day 1 rocked. Off to join the group for Day 2 and get my learn on!