This eBook is the second of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on how to take your content from supporting cast, to leading character.

2. Joe Pulizzi
A Star is Born!
Can you imagine if the movie Pretty Woman starred Molly Ringwald instead of
Julia Roberts? Or if John Travolta had played Forrest Gump?
It’s hard to imagine our favorite classic movies without the stars that helped make
them a box office hit. Success in marketing without content marketing as the star
is just as hard to believe.
Great movies like great marketing need to be believable and content marketing
delivers on the promise of marketing success through useful, meaningful content
that inspires action.
To help you make content marketing the star of your marketing, we’ve partnered
with TopRank Online Marketing to feature some of the top content stars speaking
at Content Marketing World in Cleveland, September 8-11, 2015.
Join us, we’ve reserved the best seat in the content marketing theatre just for you!
Joe Pulizzi
Founder, Content Marketing Institute &
Content Marketing World

3. OUR CAST OF CONTENT CHARACTERS
MARKETINGPROFS
SALESFORCE
UNIVERSITY OF SOUTHERN CALIFORNIA
CITRIX
NEXTVIEW VENTURES
ZENDESK
BLACKBERRY
MIRUM
CLEVELAND CLINIC
EMC CORPORATION
VELOCITY
VERTICAL MEASURES
PR NEWSWIRE
ANN HANDLEY
JEFFREY ROHRS
JUNTAE DELANE
JUSTIN LEVY
JAY ACUNZO
AMY HIGGINS
MARK WILSON
MITCH JOEL
AMANDA TODOROVICH
MAGGIE BURKE
DOUG KESSLER
ARNIE KUENN
KEN WINCKO

4. CLICK
TO
LEARN
MORE
ABOUT
CONTENT
MARKETING
WORLD

5. “Marketers can earn content
marketing stardom by creating
quality content with a clearly
defined voice.”
-Ann Handley

6. Ann Handley
Ann Handley
@annhandley
Chief Content Officer
MarketingProfs
#CMWorld Presentation:
Good Content Vs. Good Enough
Content: A Fight For Sore Eyes
Favorite Movie:
The Princess Bride
We Don’t Need More Content.
We Need Better Content.
Like Hollywood, the content marketing world is full of
aspiring stars, each competing for a moment on the big
screen. Unfortunately, showing up for auditions is no more
likely to land you a starring role than is publishing another
white paper or blog post. If you want a star on the CMWorld
Boulevard, here are 4 things you’ll need to do:
1. Create quality content. Good content is table stakes for
marketing today, so it is incumbent upon marketers who are
using content to raise the bar on quality.
2. Find your company voice. The voice of your company
reflects your culture. Content marketers should be
communicating it externally, but also (importantly) internally.
3. Communicate results. Are you excited about creating
ridiculously good content? Me too! Share your enthusiasm
internally by highlighting results organization-wide.

7. Ann Handley
Ann Handley
@annhandley
Chief Content Officer
MarketingProfs
#CMWorld Presentation:
Good Content Vs. Good Enough
Content: A Fight For Sore Eyes
Favorite Movie:
The Princess Bride
We Don’t Need More Content.
We Need Better Content.
4. Be a leader in your organization. As companies evolve
from a focus on old-school websites towards becoming
publishers, it is more important than ever for content
marketers to take a leadership role. This is our moment!
Like an actor breaking through to a box office busting role,
content marketers need to lead with a strong voice, focus
on the best quality possible, and share the good news of
great performances. Competition in the content marketing
world is relentless and to earn your stardom, you’ll have to
rise to the occasion. Break a leg!
It’s more important than ever for
content marketers to take a
leadership role. This is our moment!

8. Jeffrey Rohrs
Jeffrey Rohrs
@jkrohrs
VP, Marketing Insights
Salesforce
#CMWorld Presentation:
101 Ways to Grow Your
Audience
Favorite Movie:
Avengers: Age of Ultron
Create Scene-Stealing Content
Marketing to Raise Performance
If you were to ask me for my "Top 10 Favorite Movies of All
Time," the vast majority would be comedies. And each of
those has something in common -- a scene stealer, a.k.a.
an actor who nails their role with such energetic perfection
that their character becomes legendary.
Think Zach Galifianakis as Alan in The Hangover, Melissa
McCarthy's Megan in Bridesmaids, or the GOAT (Greatest
of All-Time), Bill Murray's groundskeeper in Caddyshack.
Drive Positive Outcomes with Content Marketing
Done right, these scene stealers don't really "steal"
anything; instead, they raise the performance of everyone
around them such that their movie becomes all the more
enjoyable. And therein lies what the best content marketing
should do. You don't create content for the sake of creating
content. You create content to drive positive outcomes for
your business.

9. Jeffrey Rohrs
Jeffrey Rohrs
@jkrohrs
VP, Marketing Insights
Salesforce
#CMWorld Presentation:
101 Ways to Grow Your
Audience
Favorite Movie:
Avengers: Age of Ultron
Create Scene-Stealing Content
Marketing to Raise Performance
Business Benefits of Content Marketing
Business benefits that are a result of content marketing can
include immediate sales, improved brand awareness and
loyalty or expansion of your direct audiences (email, mobile,
and social). Just as the scene-stealing actor, scene-stealing
content relies on collaboration with others to succeed.
Sales must be enabled to activate your content. Marketing
must be aligned to promote it, and Operations must be
empowered to track, optimize, and report its performance.
The best scene stealers know that they cannot shine
without the help of others. If your content isn't yet the star of
your marketing department, perhaps the issue is as much
one of collaboration as it is the script in hand.

10. Juntae DeLane
Juntae DeLane
@juntaedelane
Digital Brand Manager
University of Southern
California
#CMWorld Presentation:
Smart Content: Using Big Data
to Inform Your Content
Marketing Strategy
Favorite Movie:
Jerry Maguire
Use SEO to Align Content
Marketing with User Intent
You should ALWAYS consider SEO when developing
content. This enables you to create content marketing for
consumers who stumble across your content via search
engines and those that have intent. They usually have a
question or problem that needs solving and are searching
for more information about your product or service.
By considering SEO when developing your content, you’ll
become a part of that process. You'll place your business in
the middle of that consumer’s path-to-purchase. That's how
you make content marketing the star of marketing.
To be a star in search, you MUST consider
SEO when developing content.

11. “Always focus on measuring &
communicating the business value
of the content you’re creating.”
-Justin Levy

12. Justin Levy
Justin Levy
@jus5nlevy
Director, Social Marketing
Citrix
#CMWorld Presentation:
Legal & FTC Issues Related to
Your Social Content Programs
Favorite Movie:
The Fast & Furious
Content for Marketing is No
Mystery, It’s Content Marketing
The fame and celebrity of Content Marketing can make it
seem unreachable for many marketers. The irony of
considering how content can earn the starring role within
overall marketing is that most marketers are already
implementing content marketing programs - they just don’t
realize it.
Most marketers create content to attract and retain
customers. For example, at Citrix we have a full demand
generation team creating a wide variety of content. We also
have a full communications team creating content and a
social team doing the same.
Content is already a star. Marketing, communications and
social media teams create content every day, from emails
to eBooks to webinars to newsrooms and social content –
all part of the overall marketing mix. They just don’t always
carry the "content marketing" label.

13. Justin Levy
Justin Levy
@jus5nlevy
Director, Social Marketing
Citrix
#CMWorld Presentation:
Legal & FTC Issues Related to
Your Social Content Programs
Favorite Movie:
The Fast & Furious
Content for Marketing is No
Mystery, It’s Content Marketing
To help content marketing get more of the spotlight,
marketers need to realize that the content they’re creating
already has the spotlight. What marketers often don’t have
are the metrics to prove the value of the content they’re
creating.
Focus on measuring and communicating the business
value of the content you’re creating. There’s no substitute
for box office success when it comes to becoming a star in
the content marketing world.
Marketers need to realize the
content they’re creating already has
the spotlight.

14. Jay Acunzo
Jay Acunzo
@Jay_zo
VP of Platform & Content
NextView Ventures
#CMWorld Presentation:
The Content Wheel: Sustaining
Momentum with Greater ROI
While Punching Unicorns in the
Face
Favorite Movie:
Ratatouille
The Content Marketing Wheel of
Publishing & Promotion
Changing your team’s muscle memory can be a huge
barrier to becoming a content-centric company. To get the
boulder rolling takes momentum and effort – and ROI. To
help, try running the playbook I call, ‘The Content Marketing
Wheel.’
Use a Hub & Spoke Model for Content Marketing
This is the process of creating one single core resource and
then doing lots of typical marketing activities to drive traffic
to it. That resource is the “hub” and the marketing tactics
are the “spokes” of the wheel.
The core resource’s content type is determined by your
goals – infographics are better for syndication and sharing,
but PDFs might be better for lead-gen. The resource’s topic
is determined by your buyer – what’s their biggest problem
or emotional need you can address in the content?

15. Jay Acunzo Incorporate KPI-Based Content Marketing Activities
Once you’ve determined your core piece, it begins to feel
like marketing, with the one caveat that all activities serve to
drive traffic to that core piece, which is desirable to the
reader and built to hit your KPIs. So, activities like blogging,
social, and email all feel topically similar to the core piece
(or is an outright excerpt the piece).
You can use partners, paid, press, and syndication to help
promote the piece directly or refer traffic to blog posts. And
best of all, it doesn’t feel like a huge departure for your
team, but they feel some momentum and start to morph into
a true content marketing machine.
Jay Acunzo
@Jay_zo
VP of Platform & Content
NextView Ventures
#CMWorld Presentation:
The Content Wheel: Sustaining
Momentum with Greater ROI
While Punching Unicorns in the
Face
Favorite Movie:
Ratatouille
All activities serve to drive traffic to
core content marketing pieces.
The Content Marketing Wheel of
Publishing & Promotion

16. Amy Higgins
Amy Higgins
@amywhiggins
Senior Manager of Social Media
Zendesk
#CMWorld Presentation:
101 Ways to Repurpose
Content
Favorite Movie:
Two for the Road
Follow Your Content Marketing
Compass for a Successful Reel
As marketers, when we hear “launch plan,” we think about
product launches. However, your content also needs a
launch plan. On a small scale, our blogs have a built-in
launch plan. Draft, edit, add graphics, publish, share…
Simple, right? But what about your larger content? Do you
have a plan in place? Or are you planning to fail?
It’s time to stop the vicious cycle of running around like a
chicken-with-its-head-cut-off after you publish a piece of
content. Time to plan for success with a simple checklist.
Incorporate the 5Ws
As simple as it sounds, a checklist can help keep everyone
on the same track. Plus, you’ll be able to see what’s
missing before the content goes live. To start, write down
the 5Ws (Who, What, When, Where, Why). Most you
already know in your head, but by actually writing them
down, you can see the bigger picture and start designing
your launch plan checklist.

17. Amy Higgins
Amy Higgins
@amywhiggins
Senior Manager of Social Media
Zendesk
#CMWorld Presentation:
101 Ways to Repurpose
Content
Favorite Movie:
Two for the Road
Think Beyond the Content Marketing Launch
I learned the hard way that in a B2B company, sales
enablement should ALWAYS be on that list. There’s nothing
worse for sales than talking to a customer who has read an
amazing report on why your company does XYZ, but your
sales person gets the statistics wrong or has zero idea
about the data in the report.
One simple example, the COMPASS launch plan
checklist:
• Copy
• Other content to link to/from it
• Metrics
• Promotion
• Artwork
• Sharing
• Sales Enablement
Follow Your Content Marketing
Compass for a Successful Reel

18. “Good content marketing
should appeal to your
customers’ rational &
emotional sides.”
-Mark Wilson

19. Mark Wilson
Mark Wilson
@BlackBerry
Senior Vice President,
Marketing
BlackBerry
#CMWorld Presentation:
How to Build Content Programs
That Create Distinguishing
Brand Experiences
Favorite Movie:
Being There
Add B2C Sizzle to Boost
B2B Content Marketing
B2B marketers, are guilty of focusing all their marketing
efforts to appeal to the rational, left-brained side of
enterprise decision makers. The reality is, decision makers
use both sides of their brain. That’s true of consultants
running their own one-man shop and it’s true of technocrats
investing hundreds of millions of dollars annually over a
5 -10 year roadmap.
Appeal to Customer Emotion
Just as your content needs to target customers at every
step of their journey with you, it also needs to appeal to
their rational and emotional sides. Every customer needs to
have their interest piqued, engagement provoked and
confidence built.
To win a bigger part for content within overall marketing,
look carefully at the face your website shows, whom your
YouTube videos appeal to and the ratio of white papers to
billboard ads you create.

20. Mitch Joel
Mitch Joel
@mitchjoel
President
Mirum
#CMWorld Presentation:
Why Content Falls Flat (Hint: it’s
Not You...It’s Them)
Favorite Movie:
The Matrix
There is No Content Marketing
Kingdom Without Distribution
Content distribution is both king and queen. I am often
asked about why I chose to write business books. Why do I
blog so frequently? Why do I contribute to Harvard
Business Review or Huffington Post? Podcast so often? Do
a radio hit every Monday morning? What’s the point?
Strategically Distribute Content Marketing
In a word: distribution. In order for great content to be
effective, you need to ensure that your thinking is
distributed far and wide… and to different types of
audiences in different states of circumstance.
That’s the true success of content marketing. If your brand
is trying to identify why the content isn’t working, please
take a much closer look at what the distribution strategy is
of your content.

21. Mitch Joel
Mitch Joel
@mitchjoel
President
Mirum
#CMWorld Presentation:
Why Content Falls Flat (Hint: it’s
Not You...It’s Them)
Favorite Movie:
The Matrix
The sad reality is that many brands still struggle with a
consistent editorial calendar, and haven’t really thought all
that much about what the distribution model looks like (and
what it can become) beyond posting it on their own sites.
Make Time for Creating Content Marketing
Some of the best content producers that I know spend 2-3
hours for every hour of creating a piece of content, working
on the distribution of it - within their own channels and
beyond.
So, content marketing will never be the star of marketing,
unless the brand really knows how to distribute it properly.
Proper distribution is the true
success of content marketing.
There is No Content Marketing
Kingdom Without Distribution

22. Amanda
Todorovich
Amanda Todorovich
@amandatodo
Director
of
Content
Marke5ng
Cleveland Clinic
#CMWorld Presentation:
How Content is Transforming &
Integrating Marketing at
Cleveland Clinic
Favorite Movie:
Legally Blonde
Use Content Hubs & Data
to Make Content the Star
It is absolutely critical that you share metrics and data with
influential stakeholders – not just within your marketing
department, but stakeholders from across the entire
organization. This is how you garner support and resources
for your content marketing efforts and ultimately doing this
will set the stage for content marketing to become a rock
star for your organization.
Use Content Hubs to Fuel Initiatives
How do you do this? First, show the impact that even one
piece of content can have on achieving business goals.
Then, build up a practice of regularly sharing this type of
information. At Cleveland Clinic, Health Hub started as a
pet project blog in digital marketing. Yet, it has grown to be
the fuel for so many exciting initiatives across the
enterprise.

23. Amanda
Todorovich
Amanda Todorovich
@amandatodo
Director
of
Content
Marke5ng
Cleveland Clinic
#CMWorld Presentation:
How Content is Transforming &
Integrating Marketing at
Cleveland Clinic
Favorite Movie:
Legally Blonde
Share Data & Impact on Business Objectives
One major factor in this growth is our practice of sharing the
data: Since the launch of the blog, we have provided
weekly updates to the marketing team and stakeholders.
This includes data about what is working, what’s not, and
how the site has continued to generate new brand
awareness for Cleveland Clinic.
The excitement, and the support for resources, is sustained
by keeping your efforts top of mind and continuously
demonstrating the impact you are having on meeting
business objectives.
Earn support for content marketing
resources by sharing metrics and
data with influential stakeholders.
Use Content Hubs & Data
to Make Content the Star

24. “To capture audience
attention, combine real
people, compelling stories and
quality video content.”
-Maggie Burke

25. Maggie Burke
Maggie Burke
@maggieemctv
Senior
Director,
Corporate
Marke5ng
EMC Corporation
#CMWorld Presentation:
Building a Better Video Team for
Broadcast & Storytelling
Success
Favorite Movie:
To Kill a Mockingbird
Content Marketing Should Take
a Lead From Reality TV
The rule of television these days is that ordinary people can
become stars. Consider this… on Monday night; more
people are tuning in to watch Kaitlyn Bristowe than any
other star on TV. Clue…she’s the former Canadian dance
instructor and star of the The Bachelorette.
The Formula for Creating Content Marketing Stars
So what does this have to do with making content the star
of marketing? The formula is simple: real people, with
compelling real stories, well-told and high-end video
production will capture the audience’s attention.
Where do you find your company’s reality stars and how do
you tell their stories?

26. Maggie Burke
Maggie Burke
@maggieemctv
Senior
Director,
Corporate
Marke5ng
EMC Corporation
#CMWorld Presentation:
Building a Better Video Team for
Broadcast & Storytelling
Success
Favorite Movie:
To Kill a Mockingbird
Content Marketing Should Take
a Lead From Reality TV
1. Connect your company to a person or news story
that is current and impactful. EMC is working with John
McGuinness, the fastest motorcycle racer in the world, to
gather hundreds of data sets and run analysis on his
performance, showing how Big Data can impact the world
of athletics.
2. Use professional broadcasters to train and develop
on-camera talent within your company to act as reporters,
anchors, panel moderators and hosts for online shows,
content and messaging. They are the human face of your
company.
3. Take advantage of global events such as International
Women’s Day to create an inspiring video profile of real
employees and their contributions to a cause.
So find your reality stars and showcase them in content that
helps them shine!

27. Doug Kessler
Doug Kessler
@dougkessler
Crea5ve
Director
&
Co-­‐founder
Velocity
#CMWorld Presentation:
Developing a Documented
Content Marketing Strategy
Favorite Movie:
The Wizard of Oz
We've turned the corner and we're taking this sucker
mainstream. Now the hard work begins. Right hand on
heart. Repeat after me:
"As Joe Pulizzi is my witness,
I promise to serve my audience,
With remarkable, important, sexy, but above all strategic
content.
To blog in sickness and in health.
Even if my best stuff goes unshared for, like, a year.
And though I be shunned by the Influencers on High,
I vow to keep learning and measuring and getting better.
And to ply my trade with integrity, humor and inspiration.
Until my funnel runneth over,
Spilling the warm goo of Opportunity across my signed
copy of Everybody Writes,
And earning me an invitation to keynote CMWorld ahead of
Bradley Cooper.
Amen."
Content Marketers Unite!

28. Arnie Kuenn
Arnie Kuenn
@arniek
CEO
Vertical Measures
#CMWorld Presentation:
Getting Organizational Buy-in
for Content Marketing
Favorite Movie:
Memento
Strategy + Customer Centric +
Measurement = Success
I wrote a book called Content Marketing Works. It’s a step-
by-step guide on how to succeed at content marketing.
Once you do succeed, you will be the star. Here are three
tips on how to go about it.
Have a strategy. I don’t think every organization needs to
create an 80-100 page strategy, but I do believe every
organization needs to have a written plan, even if it’s just 10
pages and some checklists. Your company must
understand the content marketing goals and how you are
going to go about achieving them.
Create content people are actually searching for. More
than 90% of purchases come after a prospect has searched
online for information helping them decide what products or
services to buy. Therefore optimizing your content is critical
to success. But it starts with creating content people are
actively search for, not what you think might be fun or
interesting.

29. Arnie Kuenn
Arnie Kuenn
@arniek
CEO
Vertical Measures
#CMWorld Presentation:
Getting Organizational Buy-in
for Content Marketing
Favorite Movie:
Memento
Measure and report results. Our agency often
recommends our clients start with a hub and spoke content
model. Create one, really useful piece of gated content,
then promote it for 90 days via various forms of content
including blog posts, press releases, social media and so
on. You then measure how many downloads (leads)
occurred and share with the company. Explain to them the
value of the lead and building your email list.
Often this gets the company excited as they begin to see
tangible results, which leads to creating a culture of content
marketing.
Before you know it – content is the star of all your marketing
efforts.
Strategy + Customer Centric +
Measurement = Success

30. Ken
Wincko
Ken Wincko
@KenWincko
Senior
Vice
President
Marke5ng
PR Newswire
#CMWorld Presentation:
Multi-Channel Content
Marketing: Measuring Your
Promotion & Distribution Efforts
to Drive Success
Favorite Movie:
Rudy
The 3 C’s of Successful
Content Marketing
Like a great actor, effective content captivates audiences
with the story being told. You need to earn – and keep their
attention. It takes a carefully orchestrated strategy to inspire
buyer behavior.
Focus on the 3 C’s
Credible: Establish trust through a unique and authoritative
point of view that is based on facts, research, and social
validation. It is critical to be authentic, transparent and
focused on AUDIENCE needs, not YOURS.
Compelling: Develop intimacy with the audience through
content focused on contextual understanding of needs
throughout the buying cycle. Enrich the experience through
the use of multimedia to solidify engagement.

31. Ken
Wincko
Ken Wincko
@KenWincko
Senior
Vice
President
Marke5ng
PR Newswire
#CMWorld Presentation:
Multi-Channel Content
Marketing: Measuring Your
Promotion & Distribution Efforts
to Drive Success
Favorite Movie:
Rudy
Consistent: Build relationships based on continuous
interactions that reinforce the messages you are trying to
convey, no matter where or when they occur. Synchronize
content delivery across paid, owned and earned channels
along the buying continuum to create one cohesive story.
Manage Your Metrics
Movie success is ultimately determined by box office spend.
Yet, only 21% of content marketers successfully track the
ROI of their content. What you can’t measure, you can’t
manage. Establish tracking and attribution for content
promotion across channels. Shift focus from activity metrics
to impact KPIs– such as revenue and retention. Leverage
analytics to optimize content flows.
The 3 C’s of Successful
Content Marketing

32. CONTENT MARKETING WORLD
EBOOK CREDITS
MAKING
CONTENT MARKETING
THE STAR OF YOUR MARKETING
DESIGNED BY
JOSEPH “JK” KALINOWSKI
CREATED BY
TOPRANK ONLINE MARKETING
VISIT
CONTENTMARKETINGWORLD.COM
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