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Last month, I was fortunate enough to attend the Content Marketing World ‘masterclass’ in New York City, where I heard the tips and tricks of the trade used by the trail-blazers of content marketing.
This was a vibrant and interactive full-day course about all things content marketing (well, as much as could be squeezed into eight hours). Joining Joe Pulizzi, founder of the Content Marketing Institute, was Robert Rose, lead strategist at the Institute. Rose was the main presenter on the day and addressed various ways to attract and retain customers with valuable, compelling and consistent content.
Rose was joined by guest presenters Alison Bolen from software analytics specialist, SAS, who talked about achieving better channel planning with a content strategy; and Rob Yoegel from online marketing experts, Monetate, who gave his first-hand experience of building and rolling out a successful content marketing strategy.
One key take-out? As a company deeply involved in the world of content marketing and telling our clients’ stories, it was reassuring to hear the speakers talk about the importance of the ‘story’ – a theme BlueChippers live by. The saying ‘content is king’ is well-touted, but unless that content resonates and connects with the intended target audience, it just becomes content for content’s sake.
