Stand for something for someone

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Three key themes stood out to the TopRank Marketing team:

SEO had a disruptive year
Content performance is more measurable than in the past
There is a consistent love/hate relationship with AI
Let’s look at how the sparks flew and dive a bit deeper into a few of the presentations and themes.

A spark of big story ideas
Great brands tell great stories, said Content Marketing World keynote R. Ethan Braden, Vice President, Chief Marketing and Communications Officer, Texas A&M University. And, “Good stories beat good spreadsheets.” I would add that the spreadsheets can inform, but to understand them, you need a good story.

Great brands focus on delivering outcomes rather sri lanka telegram data than just features. His advice? “Be a painkiller, not a vitamin.”

Ethan’s presentation highlighted these qualities of brands that really matter:

Offer outcomes, not features.
Are about feelings, not facts.
And they tell great stories.
So, what story and stories are you telling?

Slow it down
I wasn’t at the 2023 Content Marketing World, but I was told the sessions on Artificial Intelligence (AI) were jam-packed. If 2023 was the year of AI, 2024 was the year of human-driven content. There was a lot of interest in AI, but it was more about how to work with it in new ways. Discussions sparked around how to work smarter with AI, but not necessarily use it to make work faster.