Have no chance to attend the 2019 content marketing world, but interested in the summary about it? Joseph Holtman, sales manager of Amplexor in River Falls will inform you what’ most discussed trend in Cleveland (US)

2019 Content Marketing World is the second event of the Content Marketing Institute I attend this year. I am a big fans of this kind of event. At this event, you not only communicate with participants and customers quickly but also get education material delivered by internationally known speakers. The conference was very inspiring. There’s even a “salesperson” who runs the marketing blog.

I can give you lots of interesting presentation about this event, but he will focus on the five most important points in his opinion at 2019 CMWorld:

1. Market and sales as TEAM

These two areas are actually the engine of every company. Marketing and sales strategies must be coordinated. In addition, the two fields have to establish a good connection if the company really wants to succeed.

My favorite lecture was delivered by Pam Didner, who has written a book on global marketing. At the conference, he talked about sales empowerment. Pam Didner suggested that sales and marketing should form customer pathway to make decisions of joint purchasing. Promotional materials take an important role in each phase, from initial contact to buyer qualification, demonstration, tender, and completion.

Tips for sales: The marketing department can optimize their job if it is notified by the sales department about sales strategy. Everyone in the company has to take a part in the content marketing strategy!

2. How buyers decide

What do you do if you want to buy new headphones, for example? First of all, you decide your choices (DISCOVER), then do a little research to select the best headphones (RESEARCH), then compare between products in the market (VALIDATE) and finally make a purchase (PURCHASE).

Nilla Ali’s Buzzfeed outlines the importance of these stages in its narrative, and how Buzzfeed integrates it and bring it to be content marketing.

This concept can be applied to any industry. They have to be visible (DISCOVERABLE) and tell the customers that you have the right solution for their needs.

 Provide accessible & easy-to-understand information to make research (RESEARCH) as easy as possible. Make sure you have shared your message before the buyer starts comparing (VALIDATE). Finally, give them the emotion to make the right purchasing decision (PURCHASE).

3. The localization strategy still excluded from content strategy

International companies, mostly, developing their content strategies and ignoring localization. At some point, it just says: “But, nowadays, we need something for the international market.”

Localization topics should not only be followed, but it should became part of the content strategy since the start! When choosing CMS and creating content, even before product launching, you should deliberate your target market and internationalization goals from the beginning. This means that KPI development has to conducted for translated content.

Website localization, software globalization, and translation of marketing materials contribute to increased sales and not just an insignificant object!

4. Account-based marketing

Account-Based Marketing (ABM) is currently a hot trending topic. At 2019 CMWorld, it takes a position right after “snack con” snackable content” as the most popular keyword. Why is ABM be fruit lips and noteworthy? Yes, because this is a brilliant approach to marketing strategies

Know your buyers before you contact them. Convince them that you know their needs and show them the other company’s handicap in the same business. But don’t exaggerate it. It doesn’t matter if your buyer has three children, one has braces, lives in Goethestraße and has a dog named Lucky.

5. The biggest challenge in content marketing

Psst! Do not tell anyone! My buyers at CMWorld tell me what challenges they face. I participated in CMWorld because of my curiosity about my potential clients and what problems they had in developing their content strategies. I have listened carefully and identified the following main problem areas:

· Content creation

In the world where content is important, you need people to create it. The marketing team needs support in creating e-books, blogs, infographics, social media posts, etc.

Content management

The painstaking content created and then lost in storage. Even though the team has meaningful technology, individual technology platforms do not communicate with each other.
 Copy-paste have to be a part of the past, and content sharing should work smoothly.


International viewers need specific content that carries up their local wisdom of region and culture. The content should not look as literally translated. Customers want to feel respected. The first step in this way is to find out how they want to be handled. How can content writers ensure that even though the workload is heavy sometimes, they always deliberate the cultural nuances of various regions?

More than websites, blogs, and social media

There are various methods and ways of delivering content. When consumers learn about a product, they expect the vendor to use recent technology and attractive formats in delivering content; such as podcasting, voice automation, or augmented reality/virtual reality. Some creators enthusiastically embrace these new media, while others wishing the management will never see a slide of the presentation about the benefits of augmented reality for business. “Kathy, can you make a cool AR/VR demo for this product launch?
 Thank you.”

I look forward to meet you at Content Marketing World next year!


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