Content marketing touches so many topics and aspects that it’s hard to keep up, let alone write or say everything that can be written or said about it. So here is a selection of words from the wise: content marketing experts, practitioners and people that are not in content marketing at all.
As we write so much ourselves (and interview and organize, we combined a mix of wisdom (and quotes) from our own websites and other destinations and sources. Enjoy and get inspired by our selection of content marketing wisdom we stumble upon or gather through our events, interviews and more. PS: this list is regularly updated.
Content marketing expert thoughts
On content and confidence
- Doug Kessler (Velocity Partners).
- Source: YouTube interview “Doug Kessler: standing out with content marketing and home runs“.
On storytelling and emotional connections
- Lee Odden (TopRank Online Marketing).
- Source: YouTube interview “Lee Odden: interview at the Content Marketing Conference Europe“.
On the need to better understand how new channels work together (in B2B)
- Ardath Albee (Marking Interactions).
- Source: The B2B Funnel is Now a Sieve (blog post).
On getting your content shared
- Shelly Kramer (V3IM.com).
- Source: SlideShare eBook “Content Sharing Success Recipes from 6 of the most socially-shared”.
On content marketing as a discipline
- Kelly Hungerford (Paper.li)
- Source: Great content marketing lessons from Kelly Hungerford.
On content audits and gathering inputs
- Mike Corak (ethology)
- Source: An integrated content marketing approach with Mike Corak (interview).
On the role of content marketing in tomorrow’s business
Content marketing becomes a practice within the business to handle this approach as a separate (but integrated) function. Businesses will become skilled at the creation, management and general use of content in the same way that they are becoming skilled at technology. Content is an integrated practice within the business – not a replacement for the practice of marketing.
- Robert Rose (Content Marketing Institute).
- Source: Robert Rose on content marketing and storytelling (interview).
On buyer-centric content marketing
Unless you know very intimately who gains value from your products, why they think so and how they do so, how the heck do you know what to say to them? Think about the anxiety you experience when going to a party where you don’t know anyone. You wonder what to say, whether or not they’ll care and if you’ll look good (smart, likeable, impressive, etc.). Why don’t we care as much about what our buyers and customers think of their experiences with our company and our brand?
- Ardath Albee (Marketing Interactions)
- Source: Ardath Albee on buyer-centric content marketing and personas (interview).
On the need of a rationale for content marketing
- Jay Baer (Convince & Convert)
- Source: Youtility: Jay Baer on usefulness and true customer value (interview).
On bringing the customer in
- Gerry McGovern (Gerrymcgovern.com).
- Source: Gerry McGovern: content is not the strategy, the task is (interview).
On answering questions no one asks – and the curse
- Bryan Eisenberg (Bryaneisenberg.com).
- Source: 90% of Content Marketers Suffer From ‘The Curse’ & How to Remedy It (blog post).
On the hero of the story
- Ann Handley (Annhandley.com).
- Source: Make Your Customer the Hero of Your Story: ‘The Fault in Our Stars’ Video (blog post).
More wisdom – and quotes – about content marketing and media we like
- “It can take decades to establish a media brand. If a company decides it wants to provide a media service, it needs to know that it is a lifetime commitment”. Tom Foremski (Silicon Valley Watcher). Source.
- “If your story does not take people on a journey where there is a transformation, a beginning, middle, and end, then it’s not a story“. Danyl Bosomworth (Smart Insights). Source.
- “Organizing measurement closer to the activities that best represent buyer and brand interactions through content will help us better measure content performance“. (Lee Odden, TopRank Online Marketing). Source.
- “I think we might get to the point where we don’t think of social marketing and content marketing as separate entities, we just think of them as marketing”. Jay Baer (Convince & Convert). Source.
- “By definition the Content Marketing that we do for (prospective) clients has to add value for them. If it’s not adding value then we call it Nontent instead of Content”. AJ Huisman (Kennedy Van der Laan). Source.