Content

20 Key Takeaways from CMA International Content Marketing Summit

The CMA International Content Marketing Summit 2013 was a resounding success, delighting the 350-plus delegates packed into Old Billingsgate, London. The CMA hosted some of the world's leading content marketing agencies, over 40 brands and 80 overseas delegates from across four continents came together to hear from leading global content marketers.

Every one of the 12 key speakers and the panel debate contributors delivered presentations that were so full of insight and value we could write thousands of key takeaways. But, taking Facebook's Creative Strategist Alastair Cotterill's advice to "keep it short and keep it relevant," we'll stick to 20. So here is a collection of our favourite takeaway comments from the day...

Content Marketing Summit 2013

  1. "The value of content marketing is now £4bn a year, about the same as the SEO market." Clare Hill, MD of the Content Marketing Association
  2. "Twenty pence of every advertising pound is spent on content marketing" Amy Cashman, MD of market research company TNS
  3. "29 of the Top 30 YouTube videos are music videos and seven out of 10 of the most-liked Facebook pages are music-related. Emotion created by music can be a powerful tool for brands." Nikhil Shah, co-founder of Mixcloud
  4. "Last year, $1.56 billion was spent on sponsored content in the US. This represents a huge 39% a year rise." Nick Cohen, Managing Partner and Head of Content at MediaCom
  5. "It's vital to have a culture that prioritises rapid response." Matthew McGregor, Political Director, Blue State Digital
  6. "Adding a colon to the subject line of a message increased the effectiveness of Obama's social campaign by thousands of dollars." Matthew McGregor, Political Director, Blue State Digital
  7. "The quality of content coming from brands needs to be as good as content from people. In other words, emotionally engaging and relevant." Alastair Cotterill, Creative Strategist of Facebook
  8. "Be really focused on what you want to say and who you want to say it to, and invest in smart ways in terms of getting the most for your media investment." Alastair Cotterill, Creative Strategist of Facebook
  9. "There's a trend in mobile that utility is trumping content. But if you can create new stories and create jump-off points about utility, you're set up for success." Ross Sleight, Chief Strategy Officer, SOMO
  10. Content Marketing Summit 2013

  11. "There is a strict formula to writing a compelling online headline. It's number, adjective, keyword and promise. For example, ‘13 unbelievable ways you can fry a small egg with a sock'." Nathalie Nahai, The Web Psychologist
  12. "The difference between persuasion and manipulation is positive intent " Nathalie Nahai, The Web Psychologist
  13. "Simply replacing advertising with content is no panacea for the attention-deficit problem." Nick Blunden, SVP, Global Head of Digital & Content Strategy of The Economist
  14. "92% of the world's data has been created in the past two years." Nick Blunden, SVP, Global Head of Digital & Content Strategy of The Economist
  15. "Thankfully, as human beings, we still have an insatiable appetite for stories" Nick Blunden, SVP, Global Head of Digital & Content Strategy of The Economist
  16. "World-class creative ideas need tension to make them thrive. We need to learn how to use conflict constructively as it can be an outstanding enabler of great creativity." Jonathan Mildenhall, SVP, Integrated Marketing Content and Design Excellence of Coca Cola
  17. "Coca-Cola uses a 70-20-10 marketing model, where 70% of media budget is devoted to its bread and butter channels, 20% is spent on augmenting those channels with new innovations, and 10% is on the high-risk content."Jonathan Mildenhall, SVP, Integrated Marketing Content and Design Excellence of Coca Cola
  18. "Conversation is the absolute currency. If I'm spending $1 and consumers aren't talking about it, I'm not spending that money smart enough."Jonathan Mildenhall, SVP, Integrated Marketing Content and Design Excellence of Coca Cola
  19. "Young people have £2 trillion worth of purchasing power and are 2.5 times more likely to adopt new technology than older generations." Matt O'Mara, Managing Director UK of Vice
  20. "The key to online success is to keep updating, following the process of monitor, shift, change, improve, repeat." Matt O'Mara, Managing Director UK of Vice
  21. "It's vital that brands do things that set themselves apart. If you don't, others will take advantage." Matt O'Mara, Managing Director UK of Vice

Related items:

> Coco-Colas Jonathan Mildenhall on their 'Liquid and linked' strategy
> Event: CMA Digital Breakfast - 2014 Forecast
> Join the CMA

Posted in CMA news
3rdDec 2013


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