Content Marketing World 2018 Live Blogging from Cleveland – Day 2

By Danni White - Published on September 5, 2018

Live blogging from Content Marketing World in Cleveland, OH. The information on this page is from Day 2 of the event. Content Marketing World is the one event where content marketers can learn and network with the best in the industry. 

Buddy Scalera – Visual Content Strategy for Content Marketers

How much content should I provide?
Provide the amount of content your users need to answer questions along the user journey.

How can I optimize content on my website?
Control your visual content in a mobile-first, social sharing content ecosystem.

Action Plan for Creating a Visual Content Strategy

  1. Deliver value through content
  2. Match your content to user journey
  3. Control your visual content


Denise Roberts McKee – “Think like a Filmmaker” Learn How Documentary Films and Their Storytelling Techniques Can Be a Powerful and Captivating Way to Tell Your Brand Story


  • Do they have a clear goal?
  • Is something at stake?
  • Have they overcome obstacles?
  • Are they interesting and relatable?
  • Are they the best voice to connect with your audience?

Look at what you have, you might find story inspiration with what you already have.

From the Keynote by Andrew Davis – Curiosity Factor: The Psychological Phenomenon Creative Content Marketers Employ to Earn and Own Attention in a Noisy World

Why We Are Told to Keep Content Short

We are told our audience has the attention span of a goldfish.
Actually, our audience is capable of paying attention as long as grab and hold their attention.

We are told our audience has no time.
Actually, our audience will make time to consume content that maintains their interest.

In an effort to make our content shorter, we’ve eliminated every element that makes it interesting.

How do you maintain your audience’s attention? Put your audience’s pain point first and delay the reveal as long as possible — even if it means delaying brand mentions.

As a content consumer, keep a record of content that sparks curiosity and deconstruct it. Identify the curiosity gaps and create similar ones.

Create curiosity gaps with content. Take a case study. Think like a reality TV editor. Raise the stakes. Show something the audience desires, then threaten it for as long possible (think: Ice Road Truckers) and delay the reveal (think: Fixer Upper)

If we are going to create better content, we need to learn to consume content better.

Curiosity script for case study/testimonials: 1) start with what the audience desires; 2) threaten it; 3) set the tone with music (not sparkly ass shit); 4) delay the reveal; 5) show the product with b-roll instead of say it; 6) title it with curiosity.

From the Keynote by Joe Pulizzi – Uncovering the Secrets to Life and Marketing (While Living in Cleveland)

Joe Pulizzi categories his life and work into 6 goals:

  • Career and Wealth
  • Family
  • Spiritual
  • Mental
  • Physical
  • Giving

Whatever you do, if you believe it to be true, then it is true.

Danni White

Danni White | Danni White is the Director of Content Strategy and Development at Bython Media and the Editor-In-Chief at, a top B2B digital destination for C-Level executives, technologists, and marketers. Bython Media is also the parent company of,, List.Events, and

Danni White

Danni White | Danni White is the Director of Content Strategy and Development at Bython Media and the Editor-In-Chief at, a top B2B digital destin...

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