I have finally caught up on my sleep and regained my strength from the intense and information-packed Content Marketing World 2012 in Columbus, OH. Now that I have enough energy to write again, here are my top takeaways from the conference as well as my top “tweetable moments” from #CMWorld.

For me the biggest takeaway of Content Marketing World 2012 is that we are still answering the “why content marketing” and “what is content strategy” question. We saw similar things with social media with people asking “what’s the ROI of social?” The difference is that content marketing is so core to the entire business.

Effective Content Marketing requires an entire cultural shift within the minds of each employee of a company. And as you can see from some of the tweets below, we also need to define the options for an effective content marketing team structure.

My content marketing call-to-action for marketers and business people is to look at how to implement a solid, company-wide change in mindset from a product-focus to a customer-based solution-focus. We have to see our expertise, knowledge and the ability to tell engaging stories as our “product.”


RT @: 90% of orgs are doing #contentmarketing in some way via @ and what are the other 10 doing? #Cmworld
@BrennerMichael
Michael Brenner


The world of marketers has shifted so dramatically that most are feeling like they are in hell. Just placing bets @ #Cmworld
@BrennerMichael
Michael Brenner


First major shift is the power of direct relationships, says @ and all brands can have this! #Cmworld
@BrennerMichael
Michael Brenner


The @ line “Sex with data” on the 2nd biggest trend of our changing #marketing landscape is awesome. #Cmworld
@BrennerMichael
Michael Brenner


The third big trend is utility. Be useful or die by @. Be helpful. Get customers! #Cmworld
@BrennerMichael
Michael Brenner


Marketing is either passive or active. Most people just want to escape. You create content differently when you accept this #Cmworld
@BrennerMichael
Michael Brenner


Valuable content increases demand for the products you sell, via @ #CMWorld
@BrennerMichael
Michael Brenner


Rule 1 of content marketing from @ is getting started and staying motivated. The secret is listening #CMWorld
@BrennerMichael
Michael Brenner


Just answer the questions your customers have. That is it… #CMWorld
@BrennerMichael
Michael Brenner


You need to own “problems with…[your product]” and “vs.” statements in Google. #CMWorld
@BrennerMichael
Michael Brenner


We live in a time of transparent marketing. People look for it but don’t see it. Be transparent! #CMWorld
@BrennerMichael
Michael Brenner


If you want prospects legs hanging out of the funnel, focus on how many pageviews your prospects consume. Produce the content. #CMWorld
@BrennerMichael
Michael Brenner


#contentmarketing is about culture. It is about why. It is about what’s really important. Tear jerking moment here #CMWorld
@BrennerMichael
Michael Brenner


Listening to @ on setting up your organization #content strategy and #socialmedia. it’s about culture and structure! #Cmworld
@BrennerMichael
Michael Brenner


The new marketing org needs a Chief Content Officer and a Chief Listening Officer #Cmworld
@BrennerMichael
Michael Brenner


Many discussions here about content workflows or content supply chains. Big challenge at many orgs #Cmworld
@BrennerMichael
Michael Brenner


Either you rock or you suck. Create epic content with @ #Cmworld
@BrennerMichael
Michael Brenner


Be a curator of your own content. Create your own inbound links! #Cmworld
@BrennerMichael
Michael Brenner

Here is also a snapshot of the poster I received as “finalist” for Content Marketing Visionary and a picture of me with the so well-deserved category winner and “Content Marketer of the Year” Joe Chernov.

Let me know which were your favorite moments in the comments below and follow the conversation on Twitter,  LinkedInFacebook or Google+.

About Michael Brenner

Michael Brenner is the Head of Strategy for the leading content marketing platform, NewsCred. He is also the author of B2B Marketing Insider, a contributor to Forbes and a frequent speaker at industry events covering topics such as marketing strategy, social business, content marketing, digital marketing, social media and personal branding.  Follow Michael on Twitter (@BrennerMichael)LinkedInFacebook and Google+ and Subscribe to B2B Marketing Insider by Email

6 Comments

  1. Joe Pulizzi said…

    Michael…so great meeting you in person. Can’t thank you enough for all your support.

    My biggest moment: seeing 1,000 people gather together around an incredible passion that is serving our customers better. You could just feel like something special was going on. After meeting almost everyone at the event, I feel really good about this industry.

    • Michael Brenner said…

      Thanks Joe, I couldn’t agree more. That really IS the big takeaway: content marketing is not just alive, it is booming! Great meeting you and looking forward to seeing you in Boston in a few weeks.

  2. Hunter Boyle said…

    Thanks for the great list, Michael. What a show.

    Totally agree with the “Either you rock or you suck” idea from Ann Handley’s session. A few other ones that really stood out for me were:

    * CC Chapman’s “What is unique about you?” and “Think Visually”
    * Brian Clark & Sonia Simone on the need to “Engage Influencers and your Second Customers”
    * Jeff Rohrs on the true impact of email and its evolution with mobile

    There were too many good sessions to keep up with, so these are just a few among hundreds, but they’re top of mind right now.

    And you have to give some serious props to Jack Hannah. Animals aside, his storytelling, genuine persona and sense of humor were a perfect example of how to connect with people by being REAL.

    Cheers — Hunter

  3. Michael Brenner said…

    Thanks Hunter, great additions and excellent point about Jack Hannah! I thought Rick Springfield rocked it out too!

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