Training with Content Marketing Jedi Masters at #CMWorld

For a few days in September, The Content Marketing Institute brought together the world’s leaders in Content Marketing.

Here are just a few of the pearls of wisdom that they delivered to save us from the dark side of Marketing. The SlideShare has visual representations of each quote.



  1. Mediocre content will hurt your brand more than doing nothing at all.
    Joe Pulizzi, Founder, Content Marketing Institute
  2. Thinking strategically costs you nothing.
    Robert Rose, Chief Strategy Advisor, Content Marketing Institute
  3. The foundation of writing is not writing. It looks like daydreaming, driving your car, walking your dog.
    Ann Handley, Chief Content Officer, MarketingProfs
  4. The buyer’s journey doesn’t start with a search for your product.
    Michael Brenner, CEO, Marketing Insider Group
  5. Over 70% of people who come to your site will never come back. Building email subscribers is still absolutely crucial.
    Ian Cleary, Founder, RazorSocial
  6. Digital branding is the oil in your sales engine.
    Juntae DeLane, Digital Branding Evangelist, USC
  7. Your brand is a co-creation of your story and your customer’s story.
    Tom Webster, VP of Strategy, Edison Research
  8. You can’t expect influencers to advocate for a brand that doesn’t influence in social media.
    Bryan Kramer, CEO, PureMatter
  9. Lead with value. What is your audience not getting? Give it to them.
    Lee Odden, CEO, TopRank Marketing
  10. Create customer experiences that increase in value over time.
    Robert Rose, Chief Strategy Advisor, Content Marketing Institute
  11. We have to stop treating every piece of content as a lead-generating opportunity.
    Jay Baer, President ,Convince and Convert
  12. Customer experience is about what you actually do, not what you say you’ll do
    Carla Johnson, Type-A Communications
  13. It’s not the best content that wins, it’s the best-promoted content.
    Andy Crestodina, Co-Founder, Orbit Media
  14. Content has a dual purpose: to inform us as much as the buyers.
    Ardath Albee, B2B Content Marketing Strategist, CEO, Marketing Interactions
  15. The story is about the customer. Your brand is just a plot point in their story.
    Buddy Scalera, Senior Director Content Strategy, The Medicines Company
  16. Ideas are common. Innovation is rare because it demands persistence.
    Doug Kessler, Creative Director, Co-Founder Velocity
  17. Good marketers follow best practices. Great marketers craft their own.
    Jay Acunzo, Podcaster, VP of Platform NextView Ventures
  18. You can’t strategize content if you’re jumping to a new platform every day.
    Scott Stratten, Speaker, Author, UnMarketing
  19. Get the whole organization to start speaking “customer.”
    Jenifer Walsh, Director, Customer Engagement Marketing, Current, powered by GE
  20. Millennials don’t want to hear from experts.
    John Von Brachel, SVP, Content Marketing, Bank of America
  21. If the brain processes visual info 60,000x faster. Why are we so focused on text-based marketing content?
    Raj Munusamy, VP, Content Messaging, Global Marketing, Schneider Electric
  22. If sales doesn’t know why they need it (content) they’re not going to use it.
    Matt Heinz, Founder Heinz, Marketing
  23. Don’t be afraid to shoot live video on a phone – the human touch is noticed, the production value is not.
    Chelsea Hunersen, Social Media Marketing, HubSpot
  24. Tenacity is more important, or as important, as talent.
    Mark Hamill, Actor, Storyteller
  25. If you understand your “why,” you have a lot of options for your “what.”
    Michael Jr. Comedian Standup and Give
  26. Focus on making impressions, not getting impressions.
    Mitch Joel, Marketer, Speaker, Author, Podcaster, President, Mirum
  27. Don’t ask for 1 big action, ask for 5 littles: Yes to goal, yes it’s a prob, yes I agree, yes I’ll change, yes I’ll act.
    Tamsen Webster, SVP, Executive Communications, Oratium
  28. There is almost no correlation between Social Media sharing and the number of people who actually read the content.
    Jonathan Crossfield, Storyteller, Writer, Content Marketer,
  29. If you want an idea to be approved, call it “Sales.” If you want it to be pushed aside, call it “Marketing.”
    Marcus Sheridan, Keynote Speaker and Author, The Sales Lion
  30. Choice kills. Reduce complexity with a series of simple selections.
    Tim Ash, CEO, SiteTuners
  31. Use freelancers to help your subject-matter experts get their knowledge out there.
    Stephanie Losee, Head of Content, Visa
  32. On-page SEO is no longer satisfied by raw keyword use. Think about intent.
    Rand Fishkin, Founder, Moz
  33. Purpose can be based upon your core values, or about providing practical value.
    Russell Sparkman, Co-Founder, CEO, Fusionspark Media
  34. Stop being scattered. Start focusing on 2003. Your website should be viewable on a phone.
    Scott Stratten, Speaker, Author, UnMarketing
  35. Social media is technology that allows us to express our social natures.
    Lars Silberbauer, Global Senior Director of Social Media, Video, Lego
  36. How we buy has changed. How we decide to buy has not.
    Tom Webster, VP of Strategy, Edison Research
  37. Our job is not to “be creative,” our job is to create.
    Jay Acunzo, Podcaster, VP of Platform, NextView Ventures
  38. Either fully commit to content marketing, or just go buy ads.
    Joe Pulizzi, Founder, Content Marketing Institute

Every time I go to one of these events, I’m reminded how fortunate we are to work in such a great community. Thank you to Joe, Robert, and the entire CMI team for putting on a great event

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