Content Marketing is Modern Marketing Evolved
Our Greatest Takeaways from Content Marketing World 2023
Content Marketing World (CMW) is a must-attend event for the writers on our creative team. From keynote speakers and breakout sessions to workshops and networking events, CMW provides insight on a diverse range of topics and new technology.
CMW 2023 took place in Washington, D.C. and delivered multiple days’ worth of professional development. The hottest topics fell into three distinct categories:
1. Artificial Intelligence (AI)
From day one, AI dominated the conversation, with panelists asking and answering poignant questions related to the emerging medium. Ann Handley, the Chief Content Officer of MarketingProfs, delivered a keynote address alongside Andrew Davis, professional keynote speaker and best-selling author, who boldly declared that AI is not a tool, but is instead a partner.
Handley claimed that AI will never be enough on its own and companies will always need exceptional writers to command the AI and finesse the output. Davis further emphasized Handley’s point in his session on AI, describing the technology as a cognitive collaborator for content creators.
Davis also introduced the concept of digital doppelgangers: content created at the crossroads of humans and AI. Davis suggested learning, training, and implementing AI practices that are ethical and transparent to create your own digital doppelganger. By improving your prompting skills, you can train AI to write like you––in your voice, for your audiences. Treating AI content like your rough draft (because it will be rough) can speed up your process and allow you to edit, rearrange, and expand the content until you develop your final draft.
AI is here to stay, but the industry of content creation is still identifying the boundaries of how and when AI should be used. Best practices should include being transparent about the use of your digital doppelganger. Honesty and transparency are key to integrating AI into your work with an ethical perspective.
2. Search Engine Optimization (SEO)
Search Engine Optimization (SEO) was the second hottest topic at CMW 2023. With the expansion of AI comes the evolution of traditional SEO. A variety of speakers spoke to the importance of audience intent when searching for information.
Google is not just looking for your keywords anymore—it is reviewing the intent behind the search by compiling a user profile. Understanding why your audience is looking for your product or service will help your SEO ranking rise.
For a long time, SEO and blogs have been tied together tightly, but the speakers at CMW talked heavily about evidence-based SEO. SEO needs to be more comprehensive than just content, link building, and technical optimization; SEO needs to be evidence-based and fluid, able to pivot and change with every Google algorithm or technical update. At its core, SEO needs to be in tune with the motivations of the audience you’re trying to reach.
3. Video Content
Perhaps in response to the popularity of video-heavy social media apps such as TikTok and Instagram (Reels), video content was a popular topic at CMW.
Video content has long been known as a medium that can inspire and captivate. Ann Handley and Andrew Davis both declared video as content that can fit anywhere in the customer journey, though the beginning of the journey is an ever-important placement. Video is about emotion, but it is also a great opportunity to show your audience who you are as a company or organization.
However, one speaker warned of the pitfalls of a “video page” on your website. In a humorous presentation, Tony Gnau, the founder and chief storytelling officer of T60 Health, claimed, “A video tab on your website is the Florida of videos. That’s where your good videos go to retire.” Instead, he encouraged the attendees of his session to spread video content throughout their website without oversaturating one area, and use videos as a supportive tool for delivering complex or dry information in an attractive and digestible format.
Our writers enjoyed attending Content Marketing World 2023 and came back inspired to try new techniques and implement new practices into their workflow. Our team attends conferences such as CMW all year long to stay up to date on the latest trends because education is at the heart of everything we do.
If you’re looking for a partner who lives and breathes modern marketing, we are ready to share our knowledge with you and continue the discussion. Let’s connect!