Dear ,
While summer faded into Labor Day this weekend,
I’ve been too busy to notice.
Why?
Because I was head down preparing for Content Marketing World 2019.
As an 8 year #CMWorld alum, you’d think that I’d have my routine down. Despite being a packing whiz (ask my husband the engineer!) and owning more than enough orange to out-orange even Joe Pulizzi, this year is different!
Why?
Because there's a Seismic Content Marketing Shift changing the marketing landscape.
This Seismic Marketing Shift consists of 3 related factors:
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Voice-first
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Marketing AI
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Content Saturation
While this massive disruption has been building for a while, its impact is first becoming visible!
Before you worry about missing the important marketing tea leaves: Many of those involved in 1 of these 3 key areas haven’t recognized the power of their combined interactions due to the nature of the underlying technology.
Let me explain: Due to Kurtzweil’s Law of Accelerating Returns, technology improves at an exponential rate.
So technology changes much faster than Moore’s Law from 1965. According to Moore, technology capacity doubles every 18 months.
These Seismic Marketing Shift factors have changed as follows:
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Voice-First. Voice recognition software needed to improve to 99% accuracy before people found it useful. And, from a human perspective, there’s a BIG difference between 95% and 99% accuracy. [Get up to speed on Voice Marketing.
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Marketing AI requires clean data. It must be scrubbed by people and tested so the machine can continue to learn on its own. BUT, early adopters gain exponential head-start advantage that increases over time.
Further, Marketing AI improves competitive knowledge, content creation (including search optimization) and personalization. [Get up to speed on Marketing AI.]
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Content Saturation. Beyond already overloaded content categories and lower performing social media and paid advertising, increasingly audiences turn to estabished, quality media entities like The New York Times and The Economist.
Further, Voice-First and Marketing AI add to the information glut! [Get up to speed on Content Saturation.]
BUT, more importantly, this Seismic Content Marketing Shift has fundamentally changed the playing field!
Since your content, information and/or data MUST answer 1 of these 3 questions:
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Provide information I need or want now (including financial and medical information related to product use!)
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Where can I get something. “Near Me” queries account for a large portion of voice requests regardless of device used.
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Entertain me (including movies, television, music, games and more!)
Due to the enormous proportions of this massive disruption on marketing and business more broadly, you need to change your marketing and your content marketing more specifically to remain relevant and survive.
To learn how to transform your content marketing to thrive in this post-Seismic Marketing Shift ecosystem:
Attend my Content Marketing World presentation entitled: Continuous Content Distribution Playbook on Wednesday, September 4th from 10:15am to 11:00am in the Hope Ballroom E (located in the Hilton).
Don’t take my word for it! My colleague, Michelle Garrett, has it on her personal conference
schedule. Here’s what she has to say about my presentations:
“If you haven’t seen Heidi speak, buckle your seatbelt. She generously doles out practical tips and advice on how to promote your content.”
BTW—If you haven’t gotten your Content Marketing World ticket yet, you still have time to do so, Use COHEN19 to save $100.
To help you prepare for Content Marketing World, read these articles:
I appreciate that you may lack the time or budget to attend, so read how to get the most out of a conference without leaving home.
Also-let me know if you’ll be at Content Marketing World this week!
I’d love to meet you IRL. #IWantAPhotoWithHeidi
Here’s my Content Marketing World Schedule:
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Tuesday, September 3 – I’ll be at the Opening Party.
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Wednesday, September 4 – Please attend my Content Distribution Session at 10:15 am (after the opening keynotes!) in the Hilton's Hope Ballroom E. I will stay after my session until everyone has their questions answered and gets to take photos with me!
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Thursday, September 5 – I'll be at Content Marketing World all day. Please join me at Erika Heald’s live #BigTopTweetup after the last keynote in the Hilton.
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Friday, September 6 – I will be at the Convention Center for a few hours in the morning.
RECOMMENDED READING FOR THOSE WHO ARE SHY:
While you’re in Cleveland, find time to visit the ArtLens Gallery at the Cleveland Museum of Art. It is hands-down the best example of the use of marketing AI applied to content in the world! (And, for a New Yorker to say this is a big deal.)
BTW—Did I mention that the Cleveland Museum of Art (unlike most similar quality museums in the world) is FREE to enter? Even better the museum has extended hours until 9:00pm on Wednesdays and Fridays!
If you’re a speaker at Content Marketing World, please complete this form so that I can help promote your session.
Later this fall, I’ll be at the following events:
If you’re running an event that you would like me to speak at, please let me know. (Just hit reply to reach me.)
Shout out to new readers: Chika, Chengliang, Maria, Cassie, Peace, Moshe, Valentina, Elgin, Maura, Luis, Ayodele, Daryl, Ripon, Tri, Scott, Carol, Pavel, Michelle, Lindy, Aparna, Bella, Katie, Selene, Katie, Cristal
and Ken. Welcome and thank you for joining our community.
Heidi Cohen,
Actionable Marketing Guide
Happy Marketing,
Heidi
PS: Do you have a friend or colleague who would benefit from reading the Actionable Marketing Guide newsletter? If so would you please forward this email to them?
Want to be a better content marketer when you leave Content Marketing World?
Then read this article because it spotlights the top sessions you must see to get your marketing on track to succeed next week and into the future.
Decide which content marketing influencers you want to see and hear before you get to Content Marketing World.
See what they plan to say in their own words!
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