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Three key lessons from Content Marketing World 2019

Three key lessons from Content Marketing World 2019

By Jack Stacey

Three key lessons from Content Marketing World 2019

Last week, in Cleveland, Ohio, the 9th iteration of the Content Marketing World conference has seen some of the leading figures in global content marketing come together to share industry secrets and developments. We take a deep dive into the key takeaways for this year’s event and reveal the tips and tricks of several industry giants.

Follow the seven laws of content marketing – Joe Pulizzi

Content Marketing Institute founder and marketing author Joe Pulizzi opened up the Content Marketing World show with a broad and insightful keynote speech. The talk focused on seven laws of content marketing which Pulizzi expects to be important for marketers in the next few years:

1.      Learn the skills to market yourself and sell your content internally, to managers and executives.

2.      Focusing on core aims as a business is important but bringing in revenue from other product lines should always be considered.

3.      Acquiring a company and its audience is always easier than attempting to build it from scratch

4.      Focus on one key part of your business; from the successes of that area, build up other ventures.

5.      Stay connected with customers, even after the initial sale.

6.      Social media is an everchanging platform; focus rather, on owned and controlled resources such as email lists.

7.      Don’t always be a ‘yes’ person; be confident in your judgment and your ability to say no.


Emails are as reliable as ever – Jessica Best

Emails have long been a reliable tool in the content marketer’s belt and according to Jessica Best, vice president of data-drive marketing at Barkley, that reputation won’t be going anywhere soon. She describes email marketing as a ‘cheater’, with email campaigns often racking up a 20-25% open rate. In an interview with local newspaper, she also stressed that a good email campaign has to be organic, bringing something to the customer and keeping them subscribed.

Her best tips for emails are as follows:

1.      Send relevant emails, and personalise them for individual customers where possible

2.      Split the emails into separate target audiences

3.      Ensure that every email is accessible on as many platforms as possible

4.      Make emails readable, with important information highlighted as much as possible.

5.      Coincide your email campaigns with other marketing activity across your business


Transparency is a crystal clear benefit – Marcus Sheridan

Hiding prices doesn’t work.

That’s what Sales Lion founder and digital marketing guru Marcus Sheridan had to say in his talk. It’s a matter of trust, Sheridan said, and by omitting the costs, that trust between a business and a customer becomes eroded. He continued by saying that a lack of transparency frustrates and repels certain customers, who will continue from website to website until they come across a company who features their pricing model in clear view.

In a small thought experiment to prove his theory, Sheridan asked the room of around 100 marketing professionals how many of their websites had their prices in a visible place. Only a small few audience members raised their hand. Sheridan then went on to ask whether the audience would be likely to choose a restaurant which didn’t display its prices, to which almost everyone in the room agreed.

While there is naturally a difference between choosing a restaurant and choosing a marketing service, the thought experiment does a good job of demonstrating Sheridan’s main point – doubt over prices can have an adverse effect on a marketing business. In the speaker’s own words: ‘When seeds of doubt exists, trust is gone’.

The Content Marketing World event concluded on the 6th of September, after 123 hours of workshops and talks from 225 speakers.


The Author

Jack Stacey

Jack Stacey

Junior Copywriter

Jack is part of the Copy function with the Content and Communications team, writing all his favourite words, hopefully, all in the right order. After completing a BA in Hispanic Studies and Philosophy, Jack got his start in travel copywriting before making the leap to twentysix where he writes on a variety of topics and regularly overuses the word ‘magnificent’.