By Chris Karel published September 11, 2017

3 Takeaways from Content Marketing World 2017

I went through a fairly long period of not feeling successful, though in hindsight it’s more accurate to say that I didn’t really know what success was.

Joe Pullizzi, Content Inc. from Chapter 1: Beginning with the End in Mind.

When I launched the content marketing initiative at my current workplace, I used Pulizzi’s Content Inc. as my roadmap, I made PNR: This Old Marketing my weekly podcast, and I circled CM World on my editorial calendar as my midyear check-in.

So here I am, the Monday after my first CM World, and I feel energized and enthused! 

L to R: Robert Rose, Casey Neistat, Linda Boff

Filmmaker Casey Neistat talked about listening to his inner voice. Chief Content Adviser Robert Rose told us stories punctuated by the reminder that marketers make markets! GE CMO Linda Boff stressed that “the hardest part in storytelling is getting to the simplest idea.” And on the last day, guerilla marketer Vish Khanna reminded me that the most important thing to remember is to “Get Sh!t Done.” He even gave me a bumper sticker to remind myself. So here is my #GSD blog post for this week: 3 takeaways from CM World 2017.

Videos Starts Muted

I watch video production on YouTube and Facebook every day. I turn the audio on every day. So when Sherri Powers of Techsmith and Chris Lavigne of Wistia both made a point in their presentations that videos start muted on YouTube and Facebook, I was like, “Whoa! Good point, I should share this insight!” To you, the marketer or trainer, it’s important to remember that you need a catchy hook that draws people in or text that people can read quickly, since it’s what viewers see for those few seconds while the audio is muted.

Knowledge Marketing

As a content marketer and instructional designer, I was stoked to hear Susan Hartman talk about the concept she called “Knowledge Marketing.” Bolt upright, eyes wide, I listened to her every word. Her presentation “The Methodology of Creating an Online Training Program,” described how marketing and instructional design can work together to create great content that teaches people how to do things and delivers a message that markets the company and service (whispers: Thank you Susan Hartman).

Susan also explained how to use online education as a content marketing model that can be tracked, measured, and monetized. (Thank you Susan, thank you very much).

G2 Crowd is super helpful

I walked onto the orange carpet and asked, “What can you tell me about software for selling  B2B training platforms?” Michelle Aymold, Director of Marketing, grabbed a laptop and invited me to have a seat. She showed me how to use G2 Crowd to find user reviews that were exactly what I was looking for and then some. I had no idea G2 Crowd existed before stepping onto that orange carpet. I now have a new place to learn about software and services. Check them out next time you need to make a purchase for your company or your client’s company.


We are all in the middle of determining what “success” is. On our journey, we need help. Last week many authors and creators became real people as I met them, shook their hands, and shared a human moment with them. Yes, I have notes, slides, tweets, and pictures to remember the week, but most importantly I have a renewed sense of community as a marketer and educator.

Together we are smarter, now let’s make life happen.  

Did you attend CM World? What were your takeaways? Please email me directly or connect with me on LinkedInIf you liked what you read, please subscribe! You’ll receive helpful resources delivered to your inbox each week. Thank you for reading.

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