I attended the 2013 Communicators Conference (@pdxcommconf #PDXCC13) in Portland, Oregon this past Wednesday. As always, it was full of excellent information, inspiration, collaboration and fun! I thought I would share a couple insights from the conference that really hit home for me.
Shel Holtz (@shelholtz) was our first Keynote speaker of the day and I also sat in on a breakout session. His keynote covered content marketing. He stressed the importance of having a strategy around building content, NOT around the platform in which it is delivered (ie. Facebook, Twitter, Linkedin, etc.). This was validating because in the past we focused more on building a specific strategy for each platform – this year, however, the focus/strategy is about content. We weren’t off the mark as we jumped into social to clearly identify HOW we wanted to use each platform and socializing that to our communities. But it is time to focus on content.
One of the breakouts I attended was Cathy Armillas (@puramarketing) discussing the Unbreakable Rules of Communication (#unbreakablerules). First and foremost these rules are all about getting people to love you. And isn’t that our goal in life whether personal or professional? I suppose there are some folks out there that could care less either way (and have a profession that revolves around avoiding people) – but for most of us, I think this is spot-on. Our jobs as marketing professionals are to create brands, experiences and connections that people love… and doing that leads to sales, growth, yadda-yadda.
I’ll be getting her book to get the full-meal-deal (as should you), but let me share the quick 9.5 rules that she shared with us…
1. Consistency beats ability. Awesome if you or your product can deliver something really great – but is that repeatable time and time again? If not, you should be asking questions.
2. Perception is reality. Even if it isn’t true – what the market THINKS of you is reality for them. Are you aware of what your customers/prospects are actually experiencing?
3. Be creative or die. Get away from feature/benefit messaging all of the time – don’t forget these are real people who want to connect with your product on an emotional level!
4. The medium is not the message. If the message is good, the medium doesn’t matter.
5. Work hard to keep it simple. If you have too many messages, none of them get through. One strong message will hit home every time.
6. Give love to get love. Genuinely CARE about your reader, customer, and prospect because they can tell.
7. Emotions rule the World. You know this one in your gut. We all buy emotionally and justify rationally.
8. Go big or go home. No need to explain. Go big!
9. Everything you do is marketing. The entire organization touches the market thus we all participate in marketing!
Know when it’s OK to break the rules.
Thank you Cathy Armillas for giving us something to think about and I look forward to reading the book!
There is much more to share… like Lee Odden (@leeodden) discussing the convergence of Marketing and PR, Kent Lewis (@kentlewis) sharing tips on Managing Your Online Reputation and Brian David Johnson (@IntelFuturist) sharing his insights on what the future looks like for all of us. This truly was a wonderful day packed FULL of content. Check out my Twitter feed to get lots of other great tidbits!
Thank you @pdxcommconf for putting together another amazing event. I already look forward to 2014!