Of course, Tina was interesting and funny and gave great advice to content creators, but what the audience really wanted to know, was if the person they were hearing on stage was also authentic, serious,
They also wanted to know if Andrew Davis did not really know what was in the "mystery box" he brought on stage during his presentation on curiosity. And, does Joe Pulizzi really write his goals every day as he urged the public to do it?
Their questions – and Robert's assertion – touched an agreement I heard several times during Content Marketing World.
To build and develop an audience, you have to earn his trust.
It takes more than words
But how, as a distributor and as a brand, can you trust an audience?
You (and your content) must be authentic .
You (and your content) must have which means a meaning that corresponds to your brand and your target audience.
Yet Kathleen Diamantakis, of The New York Times' T Brand Studio, says content is one of the reasons we are in a meaningless epidemic. Fortunately, content can also be the solution.
"If we can achieve meaning, we can achieve vitality, well-being and life satisfaction," Kathleen said. Her role as general manager of strategy at T Brand (and her experiential agency Fake Love) is to help brands play a more significant role in the world.
Kathleen gave an inspiring example Fake Love was created for the 7UP soda brand. As part of its Music Lifts You Up campaign, which relied on electronic dance music and the millennial generation, Martin Garrix, prodigy of 7UP and EMD, teamed up with experienced artists to create a unique musical experience for all the deaf. public
As impressive as the 7UP concert, a big budget event is not the only way to create meaningful content. Kathleen shared another example that, although less inspiring, is meaningful to most of us – Walgreen's mobile app. It allows clients to order and purchase prescriptions at locations other than their "original" pharmacy and to request reminders so that people do not miss doses (among other things).
The meaning of the content is in the viewer's eye – and that eye looks at the content differently in terms of time and circumstances.
Giving meaning to the ordinary
Professional photographer Dewitt Jones, who spent 20 years with National Geographic, shared an interesting perspective on meaning and authenticity in his presentation. Although he showed dozens of beautiful pictures and inspiring messages, his story of a dandelion field really resonated in me.
When he first visited the yellow-dotted dandelion field, he did not want to spend time photographing it. When he returned, the beautiful dandelion yellow had become a colorless field of fluff balls – balls of white and boring stuffed animals. But he did not leave. Instead, he reframed his thinking – and found something extraordinary, that Emilie Moreland shared in this tweet:
– Emilie Moreland (@writtenbyemilie) 5 September 2018
How often do you discuss content that is frightening? You are bored with the subject. You face the writer's blockage. You can not think of a interesting way of telling a trivial story .
And if you followed Dewitt's advice and adjusted your thinking, reframe obstacles into possibilities. Imagine the extraordinary in the ordinary.
Explode and recommence (sort of)
When Ann Handley asked a reader why he had not received his e-newsletter for a while, she welcomed the answer like most of us – she gave explanations, apologies for the reason. I did not send it.
But she then reframed her thought. She took the critical inquiry as an incentive to reflect on the value of her newsletter, Total Annarchy. Then she blew it up and sent the pieces to rehab.
When she reshaped and reiterated her commitment, she shared more of herself and her thoughts. She made it more authentic.
This authenticity was well received. The 3,000 subscribers to the stimulus had reached 10,000 in early September. And, given the number of people who received the message "Can not handle now because of too many requests" when they tried to sign up during its presentation, I guess that number is much more today.
Ann's ability to become the first member of the Content Marketing Institute's Hall of Fame is the ability to create meaningful and authentic content – creatively and attractively –
– Content Marketing (@CMIContent) September 5, 2018
RELATED CONTENT: How the best newscasts are – and keep – readers' attention
Meaning and authenticity never stop
Although I did not hear more than 200 speakers at Content Marketing World, I know that meaning and authenticity were key ingredients in every presentation. Even though the speakers never used these words, they talked about them.
Better SEO ? Create quality content matching your target audience.
Develop a strategy of influence ? Some influencers who fit your brand are transparent about relationships and whose followers love what they share.
Successful content marketing relies on authenticity and meaning. If you make sure your content contains these two ingredients, you can take your content marketing program to the next level. Game on!
Did you really want to know if Tina Fey was the same person behind the scenes as she was on stage? (How is it for a lack of curiosity?)
Will my answer make his comments more or less valuable to you? Do you want to reject his wonderful insight ("Writing is the worst … All that goes with Command-P is the worst.") If you do not like my answer?
– Amanda Bates (@mandibleCLE) September 6, 2018
Most likely, the truth will affect the way you interpret Tina's appearance. Same for Drew. Same for Joe.
But this article talks about the need to be authentic, so I'll tell you the truth.
Tina Fey is genuine, insightful and charming in every way. We chatted for about an hour before going on stage. We talked about all kinds of things – regular things. Drew's box was really a mystery. And Joe certainly practices what he preaches.
RELATED CONTENT: This goal setting activity made all the difference
Feeling inspired by these examples? There is so much more. You can watch hundreds of Content Marketing World 2018 presentations. Register today for CMWorld On Demand Video .
Cover image by Joseph Kalinowski / Content Marketing Institute