5 Reasons Why I’m Loving #CMRL 2011

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.

Why?

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.

  1. 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)
  2. 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)
  3. 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)
  4. 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)
  5. 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!

Flavour of the Month: Content

January is shaping up to be a sweet, sweet month when it comes to content.


Next week, I’ll be attending the 2011 Content Marketing Retreat at the Langley Center for New Media in Washington state from January 13-14, 2011.

I found out about the event before the holidays on Twitter. Luckily, the event is only two hours away from Vancouver so I registered.

I’m looking forward to being able to dedicate a good chunk of time to think about content strategy, budgeting and analytics. Typically, I have to squeeze in relevant readings at bedtime—not the best means of keeping abreast of any topic.

The keynote speaker is Joe Pulizzi, founder of Junta 42 and co-author of Get Content, Get Customers. If you’re in the Pacific Northwest and have an interest in the program, check out the 2011 Content Marketing Retreat.


On January 20, 2011, I’ll be at the next event put together by Third Tuesday Vancouver organizers Joseph Thornley and Jeremy Lin which brings CC Chapman, co-author of Content Rules, to our city. The book focuses on how each of us are now publishers—whether we want to or not—and how quality content can turn customers into willing advocates who engage and share what we produce.

Want a preview of the book? Boom.

Am I missing any local events about content? Drop a comment to share it with me.