Opening keynote speech – Joe Pulizzi (Day 1 CMW Sydney)

Speaker day one, Content Marketing World Sydney. 

CMW Sydney kicked off with a keynote by the leading man of content marketing, Joe Pulizzi. After thanking everyone involved – with a special shout out to us (blush!) he got straight into discussing what we all really wanted to know: what his idea of content marketing really is and the recent data released by CMI that outlines the stats around Australian content marketing. 


Edwina Lawry: It might sound obvious, but the key point of content marketing is that it needs to enhance or change behaviour. Producing large volumes of content is completely redundant unless you have a clear idea of what you want your audience to do after consuming the content (“content without a mission”). Content marketing needs to “move the business” and should be produced with that in mind.

Tracy Fitzgerald: There are now more online searches for ‘content marketing’ than there are ‘search marketing’. In Joe’s words “if this were stocks we’d all want to own content marketing!”

Edwina Lawry: The statistics that have come out of CMI’s recent Content Marketing in Australia Benchmarks report are surprising – 96% of marketers in Australia are creating content (great), however only 29% believe their content marketing efforts are effective. What’s even scarier is that 85% of companies with blogs have 5 or less posts. This shows a huge disjoint between understanding and implementation.

Joe P

Next… Jay Baer on Youtility