I really look forward to attending Content Marketing World each year. Joe Pulizzi, Robert Rose, Cathy McPhillips and the whole CMI crew really do Cleveland proud (in fact, this will probably be the second best thing to hit Cleveland this year, once LeBron's block of Andre Iguodala hits the ground.) One of the most valuable aspects of the event for me is the chance to use it as a "mental sorbet" and do a reset on my own thinking. Since, most of the time, I have my head fully buried in research, the chance to do nothing but think about our own marketing and improve my skills is a welcome break.
I'll also be speaking this year on "The Forgotten Discipline of Content Marketing" (or, what to do when you have written all the 'helpful' content), which I hope will be a fresh look at the multiple ways to generate and uncover demand. In addition, I'm doing a 3/4 day workshop on Friday the 9th, with a deeper look at the themes covered in my talk.
But my appearances and the keynotes aside, I'm going to be attending as many sessions as I can. With that in mind, here's what I am looking forward to (and if you are a friend who is speaking there and I haven't mentioned your session, it's merely because I have my own gaps in knowledge!)
I won't be there, but it's workshop day--and there are so many good ones to choose from. I won't name names here, but if you want an intensive experience in pretty much any subject, CMI has done a great job of assembling the folks who actually do the work.
- 10:30 - My session (kinda hafta)
- 11:35: What Great Content Looks Like, with Doug Kessler. If you don't know Doug, your catalog of humans is less delightful than mine. Very torn between that and the session from Andrew Davis, who is dynamite, and works on his game like few I've seen.
- 12:35 Using Marketing Automation to Get the Most out of your Content, with Ellen Gomes. Something I really need to redouble my efforts on, especially as our election work takes a serious bite out of the time I would otherwise devote to marketing.
- 2:15 The Worst Advice Marketing Ever Gave to Content, with Rand Fishkin. I have to see any talk with that title, and also make sure I am not currently giving any of that advice myself.
- 3:20 Insights that Incite, with Tim Reisterer. If I were two people (which one would win?) I would also go see Robert Rose's Content Marketing is Broken: Here's How To Fix It.
10:00 Though there is a great session on Personas from Adele Revella, I am up to my elbows in personas for my day job. So I'll see you at That's Irrational! with Tim Ash, because we don't make rational decisions when we buy.
11:05 SO many solid choices here, from the witty and sharp Tim Washer, to Jay Baer, with whom we collaborated on his recent book, Hug Your Haters. But I am going to fill in some gaps of my own, and attend Ian Cleary's Tools and Technology session, since I really only brush up on the latest tools a couple of times a year, and I know Ian thinks about it for me so I don't have to.
12:05 More good choices, but if you don't go see my brilliant wife Tamsen Webster's magnificent talk, "How To Sell From The Stage Without Selling From The Stage," we can't be friends. Once you see what she teaches, you cannot unsee.
1:45 My one and only choice here, given my time and tenure as one of the leading analysts in the space, is the Business Podcast Q&A with Mitch Joel and Jay Baer.
2:50 Ludicrously great options here, from Ann Handley to Lee Odden to Scott Stratten and more. I beg their forgiveness as I level up with Brian Carter's Facebook Advertising session.
I'll be giving an Advanced Demand Generation workshop all day, tying in my expertise in qualitative and quantitative research to map consumer behavior to content. Also snacks.
There you have it--that's MY schedule. I hope you have YOURS. If you haven't registered yet, register here and use the code SPEAKERGUEST for $100 off, which will get you a martini at the Burj Al Arab's Skyview Bar--highly recommended.