Mugshot Monday - “Content Marketing Institute” coffee mug with Birchwood Blend by Peace Coffee
As far as I know, this is a one-of-a-kind Content Marketing Institute coffee mug!
When I asked Content Marketing Institute founder Joe Pulizzi if he had a coffee mug I could buy for my Mugshot Monday project, I told him this story:
Back in 2009, I started a small project where I take a picture of myself every Monday holding the mug of coffee I’m drinking from. I had a lot of “cool” coffee mugs and figured I could showcase them. The “cool” ones went fast, and started using the obscure coffee mugs and they all seemed to have an interesting tale behind them. It was then that I discovered that every coffee mug has a story.
I was sent a mug! And here is my story about it:
Joe and his team did a phenomenal job with the 2013 Content Marketing World conference in Cleveland in September. I learned a ton, of course. One month later, I thought I would reflect on what sessions had really made an impact on me.
Here are the top three things from Content Marketing World that I’m still thinking a lot about:
You need an audience strategy, not a content creation strategy
Tom Webster is a fabulous speaker, but I honestly had no idea what he was going to talk about in his session, “Here’s What’s Wrong with Your Content Creation Strategy (and how to fix it)”. As it turns out, Webster wanted to talk more about people than content. Your content creation strategy is wrong because it’s not audience focused, he told us. We need to look to an audience strategy before we look at a content strategy. This was the best presentation of the conference and I recommend you pay the video on demand fee to watch it. The way Webster set the table for this discussion was truly inspiring.
Don’t forget to do “Internal Marketing”
This point was made after Joe Pulizzi asked his mentor Don E. Schultz after his keynote to talk more about what internal marketing is. Schultz said, “If you haven’t sold yourself inside, then you will not do well outside.” So simple and so true. I believe your best advocates are within your own company so it becomes really important to include them in the marketing you’re working on — to SELL them on your ideas before you sell them to a client or customers. It’s a good litmus test of course, but it’s also a great opportunity to make good ideas even better with feedback.
Content brands are not the same as branded content
This wasn’t new to me, but Andrew Davis' presentation “Bigger Success. Less Content. Across More Platforms.” was so fantastic I can't stop thinking about it. Also, it was the best Prezi presentation I've seen to date — the succinct points about content brands were so well illustrated it was enlightening to experience. You can view his Prezi here, but it’s not really the same because you can’t feel Davis’ energy and expertise layered over the slides. In his presentation he says we need to create content brands to “harness the power of subscribe.” That’s so great. He asks, “What if we valued long-term relationships over views, impressions or likes?” Awesome question — one I’ve been thinking about a lot.
So those are my top three take-aways one month after the conference. I want to thank Joe Pulizzi and Cathy McPhillips for sending me this coffee mug so I could tell that story. I’m certain I’ll be checking out next year’s Content Marketing World as well.
More coffee mugs: I cross-publish a post about the coffee mug I’m drinking from every Monday: On my Tumblr here and on MugshotMonday.com here.