5 Things CMWorld Taught Me

#1: My closet needs more orange. Just kidding – but seriously, I’ve never seen so much orange in one place. Orange ties, orange tablecloths, orange soda…

From the inspirational sessions to the rockin’ Barenaked Ladies concert, Content Marketing World was a blast. The opening night reception was held at the Rock and Roll Hall of Fame, and for a music lover like me, it doesn’t get much cooler than that. I stood inches away from John Lennon’s acoustic guitar and Ringo Starr’s first drum kit – my life is complete.

And of course, there was content, the star of the show. I met people from around the world who share my nerd-like passion for connecting audiences through great content. I also met content gurus like Ann Handley and Kristina Halvorson.

Now that I’m home, I have pages of notes and a reading list that will occupy every rainy day for the rest of eternity.

Here’s your condensed SparkNotes version of the top five things I learned this year at #CMWorld:

5. Bolder is better.

Think of a college or university with a powerful brand. Now think about why that brand is so powerful. Chances are, the college or university you have in mind goes beyond promoting their small class sizes, skilled faculty and state-of-the-art facilities – if not, they’re probably tossing quarters into the higher-ed swear jar.

The biggest missed opportunity in content is playing it too safe, according to Ann Handley. The best brands out there are the ones telling bolder, braver stories, not spinning the same tale everyone has heard before.

When you tell a bold story about your brand, you give your brand context. You align your institution with the things your audience values. You become authentic.

Think of it like this: if the label fell off your institution, would your audience be able to identify your brand?

4. Mom knows best.

I’m a terrible liar, and no one knows this better than my mom. If I tried to exaggerate the truth as a kid, my mom knew before it even left my mouth.

But my mom could also sense authenticity. She knew when I felt really passionately about something and wholeheartedly believed in what I was doing.

Our audiences are the same way. They can sniff out authenticity like a flock of moms. That’s why Jay Baer says we should put all the content we make to the Mom Test.Everyone is a content creator nowadays, which means standing out isn’t so easy anymore. But the one thing that can set you and your institution apart is passion – Moms can sense it, and so can your prospective students.

Next time you create content, determine if it passes the Mom Test. Ask yourself whether you’re just making content or making a difference.

3. Content marketing is like a first date.

Imagine you’re on a first date. You’re at a nice restaurant and the mood is perfect. Your date even brought flowers. Everything seems to be going great – only your date can’t stop talking about himself the entire time.

“Content marketing is like a first date,” says David Beebe, VP of Global Creative and Content Marketing at Marriott. “If all you do is talk about yourself, there won’t be a second one.”

As marketers, it can’t always be about us. Our relationship with our audience isn’t one-sided. We have to create content that entertains, informs and solves their problems or we become ‘undatable.’

Say our prospective student is looking for an MBA program. We automatically share the benefits and outcomes of our program, but shouldn’t we also engage our prospect and ask what she thinks is most important? Absolutely.

Part of great content marketing is becoming what our audience is interested in.

2. The Snowbabies have to go.

During the final day of the conference, I attended the Higher Education Industry Lab. One of the presenters kicked off the session with a story about when she was redecorating her home.

She found some styles she liked online and hired an interior decorator to bring her vision to life. The interior decorator came in, took a look around her house and spotted the presenter’s giant collection of Snowbabies.

The interior decorator’s first recommendation: the Snowbabies have to go.

The presenter was torn. How could she get rid of her precious collection of Snowbabies?

This is a conundrum many of us face. Our Snowbabies are the stories we’ve been sharing about our brand for years – even though we know they could use a new twist. They’re the pages we can’t imagine parting with during a website redesign.

Everyone has Snowbabies. But if we want to achieve new goals and take our institution to new levels, we have to be willing to part ways.

1. Airport delays are the bane of my existence.

Okay, so no one enjoys hurrying to the airport only to discover the flight has been delayed. And it’s even worse when you have a connecting flight.

Lesson learned: if you buy books during a conference, don’t carry on your luggage. When you’re racing through an airport trying to catch a connecting flight, you look ridiculous dragging a bulging suitcase behind you. It’s like dragging along an uncooperative deadweight toddler during a temper tantrum. Impossible.

Did I see you at #CMWorld? If so, I’d love to hear your thoughts!