I wrote this post while sitting in my hotel room at the end of a week in Cleveland, Ohio at Content Marketing World. My brain is packed with ideas. My laptop battery is dead. Everywhere I look, I see orange. My iPhone says I’ve gotten about 13-15,000 steps a day and I didn’t even do my regular morning walk!
Content Marketing World was fantastic. I saw old friends and made new ones. And I’ve got plenty of new material to research and share with my fellow library marketers. But first, I want to share the quick takeaways from the presenters I saw. These are some pieces of advice that you can implement at your library right away.
Robert Rose, Chief Strategy Advisor, Content Marketing Institute: 38 percent of marketers have a documented content marketing strategy, according to the latest research from the Content Marketing Institute and Marketing Profs. That’s up a bit from 2017 but still not very high. Write down a content marketing strategy for your library. A written strategy helps remind you every day of what you are working on. It makes you accountable for results.
Joe Pulizzi, Founder, Content Marketing Institute: It only takes three things to be successful in your career. Step one is to write what you want to do. Set specific dates for when you will achieve those goals. And make sure you are serving others in your life.
Andrew Davis, Author, Brandscaping & Town, INC.: We are always told to keep our content short because our audience has the attention of a goldfish. QUIT BLAMING THE FISH. Our audience is capable of paying attention for as long as we can grab and hold their attention.
Michael Brenner, CEO, Marketing Insider Group, and Chief Marketing Officer, CONCURED: Marketing has a marketing problem. We are the cause of that problem because we create stuff that as consumers we wouldn’t consume, stuff no one wants.
Brian Massey, Conversion Scientist at Conversion Sciences: We must be aware of the bias we have for marketing tactics that have worked in the past. Data will tell you when something isn’t working. Listen to the data!
Cassandra Jowett, Director of Content Marketing, Pathfactory: Services like Netflix, Amazon, and Uber are influencing the way our buyers interact with companies. Everyone expects to have an on-demand experience in all aspects of their lives. We need to accommodate those demands.
Courtney Cox, Manager, Digital Marketing, Children’s Health: By 2020, 30 percent of web browsing sessions will be done without a screen. Voice search will dominate the way we gain information on the internet. That means if you live in the second or third result on Google Searches, you won’t get read out on any voice-activated device. We must place a priority on getting into that first position on Google.
Rachel Schickowski, Employee Engagement Manager, Rockwell Automation: Employee engagement should be a top priority at your library. When employees are engaged, they give a better experience to customers.
Ann Handley, Chief Content Officer, MarketingProfs: The most important part of the newsletter isn’t the news. The most important part is the letter. Editorial content performs way better than straight-up promotional mailings alone.
Dewitt Jones, photographer for National Geographic and other top publications: When passion and creativity exist, discipline and commitment are not an issue. Celebrate what is right with the world.
Kathleen Diamantakis, Managing Director, Strategy, T Brand, The NY Times: Cardholders are looking for something deeper and more meaningful when we engage with brands. They are discontent with content. There is an epidemic of meaninglessness in content.
Andrew and Pete, Founders, Andrew and Pete: There are always going to be bigger marketing teams out there that have bigger audiences, and that dominate search. They have giant budgets. Statistically speaking it’s impossible for your library to be the best. But there is another way to stand out. That’s by being better or different!
Jenny Magic, Senior Digital Strategist, Springbox: When you pitch a new idea or service to your co-workers, you can agree on how to move forward if you involve everyone in the process. Redefine resistance as a positive thing. Dissent is a source of breakthroughs.
Tim Schmoyer, Founder, Video Creators: YouTube wants you to serve the right video to the right person at the right time. If you craft video content that does that, YouTube will elevate your video and more people will see it.
Margaret Magnarelli, Vice President, Marketing, Monster: In order to really engage our cardholders and get them to be loyal to us, we need to practice empathetic listening. It’s not that we shouldn’t use data to make informed decisions. But if we don’t combine facts with feelings, we’ll sacrifice relationships.
Tina Fey, Actress, Producer, Writer: Trust your gut. It’s always better to put it out there!
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