Colloquial Australia GM Zeina Khodr Reports In From Content Marketing World 2017

Colloquial Australia GM Zeina Khodr Reports In From Content Marketing World 2017
SHARE
THIS



Sadly, B&T was unable to make it across to the US to attend Content Marketing World. Thankfully though, Colloquial Australia GM Zeina Khodr (pictured below) has offered to keep us updated with what’s going down there like so…

Zeina Khodr

Over 4,000 storytellers, content creators and digital marketers from all over the world have arrived in Cleveland, Ohio for the 7th annual global Content Marketing World conference by the Content Marketing Institute.

Three days devoted to storytelling, data, insights and content? Is content marketing even a thing? Google didn’t even know what content marketing was in 2011. Today, it’s maybe the most import discipline going on in marketing, says the godfather of content marketing and founder of Content Marketing World, Joe Pulizzi.

Opening the conference, Pulizzi challenged marketers to think differently about the practice of content marketing and to start thinking of content that delivers an ROI and a profit back to the brand.

He told the audience that business models are changing and content marketing is driving it. Brands are building loyal and trusted audiences to make this happen to drive ROI.

Before 1990, there were only eight ways consumers could get information, and today channels have exploded – we’re creating massive amounts of content every day. It’s real-time, instant and covers what’s happening in the moment.

Modelez and Pepsi last year announced they are building content studios and will make them profitable.

Tasty has sold over 100,000 custom print cookbooks and launched a smart phone cooker and app – since when did BuzzFeed get into the smart phone appliance market?

GE, the early adopters of content marketing gets a shout out for paving the way and demonstrating how they have become the powerhouse content makers and publishers of today.

Linda Boff, CMO for GE, delivered the first keynote and shared why the company creates stories that connect and engage with an audience that’s inspiring and memorable.

Boff implores marketers to constantly think about the audience.

“First and foremost, be relatable and exceedingly human in your storytelling, because getting to the simplest idea is the hardest part of storytelling,” she said. “It’s part of the strategy and reinforce who we are.

“That’s something every brand can learn.

Jay Acunzo from Unthinkable (and last year’s most popular speaker) took the stage to challenge marketers to stop creating average content and be exceptional.

“It’s never been easier to be average,” she told conference attendees. “What is takes to be exceptional as a marketer is to trust your intuition. It’s pulling out your knowledge from within really quickly and trusting yourself.

“Stop doing the commodity work and focus on resonance than reach – inspiring your true believers. Learn the first principle insight about the audience and find the true believers.”

According to Alan Schulman, Deloitte Digital’s MD of brand creative and content, and an advertising industry veteran, content marketing represents the new craft of advertising.

“Content marketing is hard, advertising is easy,” he said. “The opportunity is for marketers to combine three key attributes: real-time relevance, personalisation and emotion.”

Forget the marketing you have learnt in the past, because there is something greater – the business of the future is based on content.

Please login with linkedin to comment

Advertising Standards Bureau Content Marketing World Content Marketing World 2017 toko Zeina Khodr

Latest News

The Turning Tide Against Surveillance Capitalism
  • Opinion

The Turning Tide Against Surveillance Capitalism

In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]

Opinion

by B&T Magazine

B&T Magazine
Kim Kardashian Spruiks Cryptocurrency In Instagram Ad
  • Media
  • Technology

Kim Kardashian Spruiks Cryptocurrency In Instagram Ad

Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]

by B&T Magazine

B&T Magazine
Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose
  • Campaigns

Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose

Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]

Nine Promotes Jo Clasby To Commercial Director, Publishing
  • Marketing

Nine Promotes Jo Clasby To Commercial Director, Publishing

Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]

Mark Zuckerberg, chief executive officer of Facebook Inc., listens as Narendra Modi, India's prime minister, not pictured, speaks during a town hall meeting at Facebook headquarters in Menlo Park, California, U.S., on Sunday, Sept. 27, 2015. Prime Minister Modi plans on connecting 600,000 villages across India using fiber optic cable as part of his
  • Technology

“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song

Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]

by B&T Magazine

B&T Magazine
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]