B2B Beat: 22 Illuminating Quotes from Content Marketing World

September 13, 2015


Content Marketing World, which took place last week in Cleveland, had many themes: Marketers must have documented strategies. We must get better at analytics. And we must boost our influence on business outcomes.

But the main theme of the conference was this: We need to stop producing content in quantity and start focusing more on quality. “We’ve confused activity with productivity,” Kristina Halvorson, CEO of Brain Traffic, said during her Content Marketing World keynote.

We don’t need more content; we just need better content. In that spirit, we’ve let some master content marketers speak for themselves in this short post. Here are our favorite quotes -- some wise, some funny, others both – from Content Marketing World:

22 Tweetable quotes from Content Marketing World

“Welcome to Cleveland, the content marketing capital of the world.” – Content Marketing Institute

“It paid for this suit.” – An orange-clad Joe Pulizzi, founder of the Content Marketing Institute, explaining how he became a content marketing evangelist.

“There is power in saying no.” – Halvorson, explaining that a content marketing strategy is about choices.

“You are everywhere but you don’t have to be.” – Halvorson.

“Never bring an opinion to a data fight.” – Andy Crestodina, co-founder, Orbit Media Studios

“Great storytelling in my view is channel other people.” – Rajiv Chandrasekaran, co-author of "For Love of Country" with Starbucks CEO Howard Schultz

“Play has got to be separated from ordinary life. You don’t play in ordinary life; there’s too much going on.”  – John Cleese, author of "So Anyway..."

“Successful brands in online video are the one that are able to humanizes their business.” – Matthew Patrick, director of content strategy, Defy Media

“Data-driven empathy, that’s what content marketing is about.” – Crestodina

"If you want to be happy in life, consider yourself a student. Every day of your life, think: how can I improve?" – Actor Nick Offerman

"If you're not giving credit for something, you're taking it." – Scott Stratten, president, UnMarketing, on content ethics

"Content marketing is like a first date. If you only talk about yourself, there won't be a second one. – David Beebe, VP of global creative and content marketing, Marriott International

"You certainly can't outsource personality or humor." – Jason Miller, senior manager-content marketing at LinkedIn, on effectively outsourcing content

"Content marketing is not that hard. It's simply about answering your customers' questions." – Michael Brenner, head of strategy, Newscred

"Most content stinks. Attract people through stories they love." – Brenner

"B2B brands that are insanely honest disarm their audience, build trust and signal extreme confidence." – Doug Kessler, creative director, Velocity Partners

"We should care more about our prospect's long term success rather than long term revenue." – Kessler

"Content is the emotional and informational bridge between commerce and consumer." – Jay Baer, president, Convince & Convert

"Haters are the unelected representatives of the meh middle." – Baer, making the case that companies should be responding to negative feedback on social media

"The reason we're not effective with content marketing is because we're not starting with the 'why?’” – Halvorson

"People fall in love with your passion and stories - not your business." – Andrew Davis, author of "Brandscaping"

"Are you making content. Or are you making a difference?" – Baer

B2B Move of the Week

MultiView has named Todd Ebert as digital marketing company’s CMO. Ebert was previously CMO at ReachLocal and prior to that held marketing roles at Entrust, Sprint, Pfizer, and 3M.

B2B Resource of the Week

If you can’t get enough about content marketing, download The Sophisticated Marketer’s Guide to Thought Leadership.

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