20 Quotes That Defined Content Marketing World 2016

September 11, 2016

Content Marketing World, which took place September 6-9 in Cleveland, featured appearances by Mark “Luke Skywalker” Hamill and legendary rock band Cheap Trick.

That was the conference’s flash. The substance of the event’s sessions focused on elevating content marketing’s place in the business world.

Content marketing has become commonplace — especially B2B content marketing — with about 90 percent of B2B marketers using content marketing in some way. But many marketers struggle to get the most out of the content they create and to prove its business value.

Here are 20 quotes that captured the mood of the conference as content marketing strives to gain greater respect and prove its essential contribution to business performance.

“Marketing isn’t about marketing, it’s about driving business growth. We as marketers need to become business people first.” — Carla Johnson, Chief Experience Officer, Type A Communications

“Marketing needs to act more like a profit center and less like a cost center.” — Matt Heinz, President, Heinz Marketing

“You can’t throw a marketer down a flight of stairs these days without ‘marketing innovation’ coming out of their mouth.” — Mitch Joel, President, Mirum

Marketers should opt for sustainability over speed. — Ann Handley, Chief Content Officer, MarketingProfs

“Content is the DNA of native advertising.” — Andrew Goldman, Global Lead, Agency Holding Companies, LinkedIn

“In content marketing, owned media is not a short-term investment.” — Robert Rose, Chief Strategy Advisor, Content Marketing Institute

When you are doing content marketing, you are on the right side of disruption.— Joel

“Even though only 20 percent of content marketers are fully committed, 95 percent plan to create more content.” — Rose

“You get what you give in content marketing. We are competing to be the most generous.” — Andy Crestodina, Co-Founder, Orbit Media Studios

“A lot of people are buying technology in a solution-in-search-of-a-problem kind of scenario.” — Lee Odden, CEO, TopRank Marketing

“’m not advocating going out and stealing other people’s ideas. When we do that, it’s called an homage.” — Mark Hamill, Actor

“If you don’t have people in your blog posts, you aren’t optimized for social.” — Crestodina

“It’s simple. It’s easy. It’s safe. No one died from native advertising.” — Moritz Loew, Senior Vice President of Global Sales, TripleThreat

"Ideas are common. Innovation is rare because it demands persistence." — Doug Kessler, Creative Director, Velocity

"Social media is nothing but a set of technologies that enhances our social nature." — Lars Silberbauer, Senior Global Director of Social Media & Video, LEGO Group


Mediocre content will hurt your brand more than doing nothing at all."— Joe Pulizzi, Founder, Content Marketing Institute  

“Good marketers follow best practices. Great marketers craft their own.” — Jay Acunzo, Vice President of Platform, NextView Ventures

"The goal isn't to be good at content. The goal is to be good at business using content." —  Shafqat Islam, CEO, NewsCred

“Paid works best on content that amplifies well organically.” — Rand Fishkin, Wizard of Moz

Mommy’s all right, Daddy’s all right, they just seem a little weird. — Cheap Trick

For more insight on content marketing and how to make it more valuable to your business, download The Sophisticated Marketer’s Guide to Content Marketing today.

Photo: Rock 'n Roll Cocktail 

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