Content Reimagined at the Custom Content Council

By now you’ve probably heard the phrase, “Content is king.” It’s true (and I’m not just saying that because I work for a content marketing agency). Content continues to drive marketing efforts for companies, both big and small, being the common thread across channels to drive results.

It isn’t an easy task to accomplish, as technology and audiences’ preferences continue to change at a rapid pace. Luckily, there are groups such as the Custom Content Council (CCC) that focus on sharing best practices and thought leadership about using content as a marketing discipline. To facilitate the sharing of ideas and spark discussion, the CCC holds a conference each year where members from prominent publishers, marketing agencies and media companies gather, share and learn from one another.

I attended this year’s conference along with Jaci Ponzoni, SVP of Custom Content here at Pace, and thoroughly enjoyed the dynamic group of people and discussions held during the three-day event. One of the best things about the conference—everyone was eager to share their experiences to inspire other attendees, which ultimately raised the communal bar for the greater good of content for our clients.

Thoughts on Content

There were a variety of speakers and panels, each with their own great points to share. Below are my handpicked selections of the most interesting and compelling thoughts on content and content marketing:

  • Marketers are facing a “content pollution” threat, an overload of low-quality content, that can only be combated by an increase in high-quality content. – Andrew Bowins, Mastercard

Anyone who has access to the internet can produce content, and it is our job as marketers to provide the best content for our clients and target audience. The great content will stick around and be shared, gaining a foothold on the web and separating the most influential from the rest of the pack.

  • The central nature of our communication, stories and engagement, goes back to the social bonfires of our ancestors, and is still important today. – Will Travis, SID LEE

When Will was speaking, he engaged the room with his stories. So much so, that he was able to take us off our smartphones and laptops that we were feverishly using for tweets and notes. That tells me that the story and engagement with your audience is critical to the success of your efforts.

  • Get your content creators to agree on the audience, topics, and messaging from the start to make managing the content creation process easier. – Pam Didner, Intel

There are many iterations to the content creation process, with reviewing and editing over and again until it is just right. Getting everyone on the same page from the get-go can save precious time when deadlines are looming.

  • Music is a language that we are all fluent in, even if we can’t play an instrument. – David Muhlenfeld, The Martin Agency

As a fan of music, I never thought of it as content. However, David is right on! Music can speak to people in different ways–through words and sounds. Think about it for a moment: How many times have you hummed or whistled a tune from a brand? That’s effective marketing.

  • The creative brief has evolved into a story that we’re telling through our efforts. – Jennifer Mennes, Post Foods

People don’t want to be sold to anymore. Rather, they want to be entertained. Creating a rich story that you can tell through your content will engage and move your audience when it comes to your brand. Don’t talk at people, talk to them and – most importantly – with them.

If you’re interested to learning more, feel free to review the slides from the presentations on the Custom Content Council’s Slideshare account. You can also see the trail of tweets from the conference using the hashtag #cc2014 on Twitter.

Continuing the Conversation

What are your thoughts on the quotes above? Do you agree or disagree with the statements? Either way, content is on the fast track to lead marketing efforts for the foreseeable future.

Leave a note in the comments or reach out via email ( to continue the conversation. I’d love to hear your thoughts!

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