The future of content marketing at your library is stories, videos, and making personal connections between your cardholders and your libraries. That’s the big takeaway for me from the year’s Content Marketing World, a giant marketing conference in Cleveland. I’ve just returned with a head full of ideas and heart full of energy. Rubbing elbows with 4,000 marketers bursting with love for the profession will do that to you.

At #CMWorld, I attended 15 sessions and learned a ton of new information which I will flesh out here over the course of the next several months. Some tips can be put into action immediately and some will need time for processing in my brain, as I work to figure out how to make them doable for libraries of all sizes, shapes, and missions.

Here are the main takeaways I received from 15 sessions with links so you can check out more of the speaker’s work and get started on transforming your own library marketing.

Linda Boff, Chief Marketing Officer at General Electric:  Stories are everywhere, right under your nose. Find and embrace them.

Jay Acunzo, host of the podcast Unthinkable:  Content marketing is about inspiring your true believers, not coercing the skeptics. (This was an ah-ha moment for me!)

Drew Davis, a former marketer, best-selling author, and speaker:  Audience retention is the true definition of video engagement. Stop trying to just get views and get audiences to watch your whole video!

Doug Kessler, creative director and co-founder of Velocity Partners: It’s our job as marketers to expose the hidden marketing conventions and turn them on their heads. In other words, conventional thinking will get you nowhere. Now is the time to be creative.

Ian Cleary, founder of Razorsocial: Be smart when you publish your content because if no one sees it, what’s the point? Use smart keywords, collaborate with influencers, and promote yourself. During this session, I realized I know nothing about web optimization!

Amanda Todorovich, Content Marketing Director at the Cleveland Clinic: Never be content. Measure and test and test again. Ask “what if” all the time.

Casey Neistat, YouTube star: Do what you can’t. Make it count. Follow your gut. Cut through the bullshit. Yes, I put that all in bold because IT’S IMPORTANT.

Colson Whitehead, author of The Underground Railroad and a bunch of other books, Pulitzer Price Winner, National Book Award Winner, etc., etc., etc. You know him, you work at a library: If you have ideas and you’re not sure you can pull them off, it’s ok to wait until you are actually ready. I’ll be honest, I don’t know if I agree with this but I’m going to think about it for a while.

Amy Schmittauer Landino, vlogger, author, and speaker: The secret to great video is asking yourself…would you share it?? Really?? Not just because you think everything you do is fantastic, but because what you do is actually fantastic.

Arnie Kuen, CEO of Vertical Measures: There is only a two percent chance your followers will see your organic post. (YIKES!)

Scott Stratten, author, speaker, blogger, podcaster, promoter of unconventional marketing. This was a session on public speaking: Tell a personal story but only if it makes a point. Respect the audience’s time.

Tamsen Webster, speaker, and producer of TEDx Cambridge, during the same session on public speaking: Go ask for the stage you deserve. The way to speak more is… to speak more.

Joseph Gordon-Levitt, actor and creator of hitRECord, an online collaboration and creation website for video, graphics, music, and more: Community, fair compensation, and collaboration are the future of content creation.

Joseph Gordon-Levitt

Jonathan Stanley, Executive Producer for Lowe’s: Test all the time on YouTube. Fail fast and learn fast. Don’t spend years scripting.

Michelle Park Lazette, Content Marketer for the Federal Reserve Bank of Cleveland: Deliver different! Try your best to produce the “okra breakfasts” of content. Okra breakfasts are content that is unexpected but delicious and filling!

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