Content Israel 2015 was a lean, mean marketing conference with industry leaders talking about everything from actionable tips to content marketing present and future to brand-specific strategy drill-downs. Here I’m sharing the three presentations that I felt outshone the rest along with what I felt made them valuable.
Carlos’ talk was really about how a $32B company turns content marketing into a science. Some of his slides needed a magnifying glass, but I appreciated his presentation because he set out to prove that you can “put people who have nothing to do with content marketing through a 90-minute session and they will come out knowing exactly what they need to do.” He delves into definitions, audience modalities, content culture frameworks, and process integration. His top-down authoritative approach is something $32B companies need, but any company could use.
2. “How Content is Your Secret Weapon,” Matthew Barby, Global Head of Growth & SEO at Hubspot
Matt’s talk was a breath of fresh air because he gave startup marketers the clearest direct path to a content strategy I’ve seen in years of watching presentations and reading white-papers. His presentation was all about ensuring beforehand that there will be an audience for your content by going where they already are and building a strategy up from their current behavior. He also shared specific forums and tools that marketers can deploy immediately for free.
3. “5 Ways to Create More Profitable Content,” Chris Moody, Director of Content and Social at Oracle Marketing Cloud
Chris’ talk was excellent because he addressed something that keeps marketers up at night, ROI, with tips so gracefully shared it almost seemed the content would write itself. And that’s his point. “People don’t like to stare at blank documents,” Chris said. “Most people aren’t trained writers. Within 5 minutes of staring at a cursor, people run away to Facebook or Pinterest.” Instead, Chris offers 5 options that any company, startup or corporate, can use to create volumes of content. Best part, he also gave examples. Find the write-up of his presentation here and a copy below.