Is your content what people want to read?
That’s the key question speakers returned to over and over at Content Marketing World 2015. More than 3,500 content marketers from across the world, myself included, attended the conference and came away with many lessons, which I’ll share in future posts.
For now, consider the central question underlined by these noteworthy quotes from the conference:
“Ultimately, the consumer is in charge. Consumers control how, when, and why they interact with brands. Brands must stop talking about themselves and take care of people first.”—David Beebe, vice president of Global Creative + Content Marketing, Marriott International
“Content is an emotional bridge from product to consumer. Everything you do can and will be duplicated by your competitors. One thing they can’t take away from you: a passion for creating content that makes a difference.”—Jay Baer, author of Youtility
“Content marketing is an opportunity to create marketing that doesn’t feel like marketing. Create engaging content. Engaging content puts your business in the context of what people need and want. And educated consumers ultimately are more likely to lean on you.”—Ann Handley, author of Everybody Writes
“Inform first—sell second. Tie in your product or service gradually and organically.”—Andrew Milk, head of Media Account Management for Taboola
“Our content is all original, all the time. Our goal is to create unique, fresh, relevant content—building a brand readers can trust. We routinely say no to topics that aren’t relevant or helpful, or those that are too hard sell.”—Amanda Todorovich, director of Content Marketing at the Cleveland Clinic
“The story is not an autobiography of your brand. It is the consumer’s story with your brand as a plotline.”—Buddy Scalera, senior director of Content Strategy at The Medicines Company
So…does your content put the reader first?