14 Lessons From Our Content Marketing Conference

14 Lessons From Our Content Marketing Conference

It was a fantastic experience, and I can’t wait for the next edition of CONEX: The Content Experience (which will be August 20-22, 2019) I learned a lot about hosting and co-producing a content marketing conference, as well as some new ideas from our lineup of amazing speakers. — Karine Bengualid (@KarineBen) August 20, 2018 Content Success is About Remixing the Content The theme of the CONEX content marketing conference was “Remix” and several speakers talked about repackaging content, and merchandising it better for content consumers. @unmarketing #ConEx #contentmarketing — Yvonne Tsui (@life_of_Y) August 21, 2018 The Best Content Marketing Experiences Have 4 Ingredients A highly relevant presentation from Nate Skinner of Pardot was next up on the agenda. Stephanie Totty tweeted about it. (Listen to Marcus on the Social Pros podcast) “Honest and transparent content is the greatest sales and trust-building tool in the world.” – Marcus Sheridan, @TheSalesLion#CONEX @Uberflip pic.twitter.com/TRnj8ow8Vt — Katrina Couto (@KatrinaMktg) August 21, 2018 Time to Play the Feud One of the highlights of our particular content marketing conference is The Content Feud, which closes out day one. Fun way to keep up w/ marketing trends, content, digital & more at @Uberflip’s Content Feud #conex pic.twitter.com/K7j7toKBx7 Customer Retention is the New Marketing As anticipated, a tremendous day two opening keynote from Joey Coleman, whose book “Never Lose a Customer Again” may be my favorite business book so far this year. (Listen to Joey on the Social Pros podcast) Customer retention! “We’re not just here for you in the beginning, we’re here for you all the way through.” #conex @thejoeycoleman pic.twitter.com/MPvOFgQ5BJ — Melanie Persaud (@Melanie_Per) August 22, 2018 Social Video Isn’t TV The delightful Caitlin Angeloff runs global social at Docusign and brought a supremely relevant and tactical presentation about social video, especially Facebook Live, to the CONEX event. Provide the right level of access and personalization based on where they are in the buyers journey #conex pic.twitter.com/nh4I5v6uGR — Brandi Smith (@brandismith01) August 22, 2018 Create More Content Without Actually Creating More Content Corinne Sklar is the super smart CMO of Bluewolf, and shared her concept of “Plucking the Chicken” at CONEX. His talk really resonated, including with Function 1, who grabbed this great photo in their tweet.

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content marketing conference
I’ve been to a lot of content marketing conferences, and I finally got to see one from the inside out.

Last week, the Convince & Convert team partnered with our friends at Uberflip to produce and host CONEX: The Content Experience.

750 content marketers joined us in Toronto, including many Convince & Convert readers, clients, and fans. Thank you!

It was a fantastic experience, and I can’t wait for the next edition of CONEX: The Content Experience (which will be August 20-22, 2019)

I learned a lot about hosting and co-producing a content marketing conference, as well as some new ideas from our lineup of amazing speakers. But instead of just passing along my own recollections and notes, I thought it would be more interesting to provide my favorite tweets from CONEX, so you can see what real attendees thought of each speaker. Tweets are presented in chronological order.

IMPORTANT NOTE: You can watch the livestream of the event here: https://contentexperience.uberflip.com/live-stream-2018/

No More Random Acts of Content

Karine Bengualid picked this up from our very own Anna Hrach (a strategist here at C&C) who ran an outstanding pre-conference workshop on how to create the ultimate editorial calendar. (note: We will be offering this material as an online course this Fall).

— Karine Bengualid (@KarineBen) August 20, 2018

Content Success is About Remixing the Content

The theme of the CONEX content marketing conference was “Remix” and several speakers talked about repackaging content, and merchandising it better for content consumers. This trend was kicked off by Uberflip CMO and co-founder Randy Frisch, in his opening keynote. Kevin Webb tweeted this concept from Randy’s talk.

Marketing’s ability to remix the right content makes or breaks the content experience @randyfrisch #conex pic.twitter.com/7Od8LGJIfv

— Kevin Webb (@KevinWebb) August 21, 2018

Viral Means Nothing

My old pal Scott Stratten brought some thunder to the opening keynote and indicted the entire notion of trying to go viral with content marketing and social media. Yvonne Tsui tweeted one of many quotable Stratten-isms. (listen to Scott on the Social Pros podcast)

Vanity viral aka the great social reach around. It feels good, it means nothing. If it doesn’t move the needle it doesn’t matter. @unmarketing #ConEx #contentmarketing

— Yvonne Tsui (@life_of_Y) August 21, 2018

The Best Content Marketing Experiences Have 4 Ingredients

A highly relevant presentation from Nate Skinner of Pardot was next up on the agenda. I hadn’t heard this framework from Nate before, and I really liked his construct. So did Alex Fasken, who also grabbed a photo of the accompanying slide.

“The best experiences have 4 ingredients: entertainment, education, escapism and aesthetic” @renniksn @Uberflip #Conex pic.twitter.com/yaQJqL12Jd

— Alex F (@alexfasken) August 21, 2018

Behavior Change Starts with Perception

Tamsen Webster is on fire. She’s a content coach and idea whisperer who’s Red Thread system is being used by more and more executives and professional speakers to add clarity to their messaging. (disclosure: she’s worked with me) Tamsen brought her ideas to the stage at CONEX too and had a big impact on Madison Harbin and many other attendees.

“You can’t change WHAT people do without changing HOW they see it”. Great session @tamadear #CONEX pic.twitter.com/qHRvOXa2uA

— Madison Harbin (@Mads_Harbs) August 21, 2018

Content Is Critical at All Stages

As I mentioned in my introduction of him (I was the emcee at CONEX: The Content Experience) Carlos Abler of 3M may be the smartest bald guy I know. Or perhaps he’s the smart guy with the least hair. Either way, he knows a LOT about content. He brought a ton to the stage at the event, especially his ideas about content at every stage of the customer journey. Stephanie Totty tweeted about it.

“There is never a touch point in the customer experience when content is not involved – it’s…

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