Internet Tech Boston

Day 2 at the New Marketing Summit (NMS) picked right up where we left off yesterday with a great presentation by Paul Gillin titled ” Profiting from Engagement: Why content is the new currency of marketing”
Some compelling notes that I took include:

• Chris Brogan collects New Marketing Case Studies, and he’s shared them for all of us to review.
• Brian Halligan of HubSpot says “Create lots of remarkable content to attract links to your site and that will change your business.” See Brian Halligan’s HubSpot presentation slides for the full monty.
• Nick Saber, CrossTech Media requires the sales team to use social media tools like LinkedIn and Twitter to research prospects, and is opening and closing business strictly on Facebook.
• Alan Scott, CMO of the Dow Jones doesn’t have a budget for “new marketing” and won’t ever. He focuses on where his audience is and then budget on ways to reach them.
• Authenticity sells. That’s what works – Seth Godin.
• Growing a community? Aaron Strout, Mzinga, reminds us “We’re all ego-centric”, so any kind of pat on the back you give your audience helps grow community.
• Glenn Gaudet, CMO of Treedia Labs, helped us understand where Podcasting is at with the Hype cycle vs. actual usage. Usage has doubled in past year, but there’s no press coverage of it. Don’t believe [the lack of] hype!
• Harry Gold, CEO of Overdrive Interactive gives us his definition of new New Marketing as:
  • Weaving your content into the social web
  • Joining the conversation that already exists
  • Making new friends
  • Communicating with your friends
  • Listening to what your friends have to say
  • Measuring the impact of your conversations
• Chris Penn – “It’s all within your reach if you’re willing to do just a little bit of homework on it.” How much of the NMS was dedicated to getting “traditional” (i.e. old and stubborn) marketers to actually try something new? A lot.
• CC Chapman – “Keep the PR people away from your blog and comments. They love to give spin. ” Another reinforcement of top theme of the event – “Authenticity.”
• Chip Terry, VP Zoominfo tells us “Email has the benefit of being highly trackable- which has led us to overuse it.”

Best speaker of the day for me was Paul Gillin on “Profiting from Engagement: Why content is the new currency of marketing.” Here is what I heard Paul say:

• “By creating compelling content, you can become a celebrity and reach an audience that you previously needed mainstream media to reach.”
• Content Marketing is all about giving people something useful that will make them want to come back.
• There should never be another New Coke or Arch Deluxe. Blogs now allow companies test ideas with larger audience.
• Asking people for their input doesn’t work if you don’t respond to what they say.
• Don’t look for a quick payoff. Typically going to take 6 months to 1 year to see results.
• Big media is a declining market, giving way to de-centralized media.

Some rough notes here for sure, but I hope they’re helpful to someone as inspiration, at the very least. I hope to take the next few days to de-compress and provide some more detailed conclusions around what I heard at this year’s New Marketing Summit.