Events: Content Marketing World 2016
Sep 12, 2016
Last week, we jetted off to Cleveland for Content Marketing World, Momocho and Mark Hamill. If somehow you’ve missed our excitement, we were honored to be there as students of content marketing, as well as finalists for Content Marketing Agency of the Year. While we didn’t win, we want to sincerely congratulate all the finalists and winners of the Content Marketing Awards across all categories! We’re humbled to be a part of this amazing group of creators, thinkers and doers.
Before we attended the awards ceremony on Thursday, we participated in some awesome sessions. Here are a few of our favorites!
Keynote – Inside LEGO’s Content and Social Program: Lars Silberbauer, Global Senior Director of Social Media & Video, LEGO – @larssilberbauer
Only a brand and product as cool as LEGO could get people talking about what a Kronkiwongi is. Lars talked through LEGO’s digital and social storytelling strategy, making it apparent how LEGO was recently ranked No. 1 among the 15 most engaging brands, as well as the top most-watched brand on YouTube. I loved hearing about the ways they are encouraging fans to come up with new products and support each other’s designs through the Ideas community – Brittany Kotary, Communications Manager
How Dell Approaches Integrated and Authentic Influencer Marketing (Hint: It’s About PR and Marketing Collaboration): Lauren Mauro, Consumer PR and Influencer Relations, Dell – @LaurenatDell and Shelley Ryan, Global Content Strategist, Dell – @ShelleyCRyan
I found it fascinating that Dell doesn’t pay their influencers! Lauren and Shelley discussed how this approach retains authenticity for both Dell and the individual influencer. Of course at times there is an exchange of products or experiences such as flight and hotel for an event. But even Adrian Grenier is considered a true strategic partner as the brand’s first-ever Social Good Advocate, rather than a celebrity endorser. I also really enjoyed their take on who “owns” influencer relationships between the Marketing and Public Relations departments at Dell. For them, PR owns almost all relationships (social influencers included!) because they are considered long-term, mutually beneficial engagements rather than one-off campaigns – Brittany Kotary, Communications Manager
The Laws of Creativity for Marketers: The Hidden Science of Creative Genius: Allen Gannett, CEO TrackMaven – @Allen
Allen Gannett is my soulmate. Allen, if you’re listening, holler at me. His presentation on applying process to creative thinking was hilarious and incredibly informative, not to mention full of anecdotes about the one-and-only Taylor Swift. Often we view creativity as random ‘flashes of genius’ – and rightfully so for those of us (cough, not me) that have incredibly brilliant creative ideas frequently and with apparent ease. For the rest of us, particularly those in marketing, it can be helpful to apply a more systematic approach to creative content brainstorming and execution. He provided some strong reasoning for employing data to winnow down creative ideas to those that are most viable and have the most opportunity for success. – Erin Grohs, Director of Marketing
My Employee Said What?!?! Creating a content strategy for employees, the most vital and ignored audience: Carla Johnson, Type A Communications – @carlajohnson
With awesome examples from Molson Coors, Emerson, HP and Ford, Carla detailed how you can use content to motivate and empower your employees as brand advocates. These takeaways really resonated with me: open marketing training to the entire company, engaging in media efforts does just as much (or more) for internal audiences than external, and ‘think like an architect’ – start with experience and work backwards into design that delivers. If I’m ever in Colorado I hope to bump into a Molson Coors employee who is Reclaiming Colorado! – Kotary & Grohs
How to Level-Up Your Writing and Make it Ludicrously Spectacular: Ann Handley, Chief Content Officer, MarketingProfs – @marketingprofs @annhandley
As expected, the room was packed for Ann Handley’s session on kicking your writing up a notch. She shared some great cat memes, ways to muzzle your inner critic and tools for finding inspiration and motivation including Google Scholar, Boardreader, ilys.com and the Hemingway App. I’ll definitely be checking some of these out the next time I sit down to write and that nasty blinking cursor is judging me. – Brittany Kotary, Communications Manager
Needless to say, we’re already looking forward to next year’s show and awards! Like we wrote in our Agency of the Year submission, “we are, and will remain, committed to providing the absolute best service to our clients. For us, that means doing everything with strategic purpose; bringing in, or becoming, experts when needed, celebrating successes along with lessons learned, and continuing to evolve and adapt for what’s coming next.”
Cheers to being named a finalist and to what’s coming next!