Top 5 Tweets from the Publishing & Media Lab at Content Marketing World

Although the Publishing & Media Lab at Content Marketing World has come and gone, Publishing Executive’s coverage of content marketing services is far from over. We’ll be rehashing some of our favorite panels from this workshop, which we hosted September 11th in Cleveland, and relate some of the helpful insights leaders from Adweek, Contently, The Atlantic, and Rodale shared with our 50-plus attendees. Speakers provided strategic advice on native advertising development, creation of a branded content editorial teams, and account management. We’ve collected some of our favorite tweets from the day and shared them below. Check out the #CMWPubLab hashtag for more.

One of the first speakers at the Publishing & Media Lab was Sam Slaughter, VP of Content at Contently. In his session “Making Content Marketing Services Work: Navigating Management, Talent, Workflow, and Technology Challenges,” he explained why publishers -- not agencies -- are uniquely qualified to provide content marketing services to their advertisers. As his handy Venn Diagram illustrates, publishers are expert storytellers and marketers and have the technology needed to distribute the advertisers’ messages.

Venn Diagram Alert! The sweet spot for publishers: Storytelling, Marketing, Technology @samslaughter215 #CMWPubLab pic.twitter.com/y96nYgs791

— Publishing Executive (@pubexec) September 11, 2015

Later in the day, a panel titled “How Smart Publishers Are Cashing in on Content Marketing,” featured Duncan Milne, VP of Rodale Grow, Eric Shanfelt, president and founder of eMedia Strategist, and Kristin Letourneau, director of market research at Penton. These leaders shared strategies that their companies have found successful in scaling up and executing content marketing services.

Quality account services are just as important as editorial talent when providing #contentmarketing services @vgiorgi #CMWorld #CMWPubLab

— Ellen Harvey (@Ellen_M_Harvey) September 11, 2015

#cmwpublab takeaway 1/3: Protect your audiences. If you jeopardize that relationship. You're done. @kletourneau1969 #CMWorld

— Rob Zaleski (@robzie_) September 11, 2015

Andrew Davis, marketing expert and author of Brandscaping: Unleashing the Power of Partnerships, was the final speaker at the Publishing & Media Lab. He shared the most tactical session of the day and broke down the techniques behind pitching content marketing services as a solution for advertisers. His message was to invert the pitch á la TV producers and avoid the bland presentations media salespeople tend to show prospects.

"There's a difference b/w crafting a pitch and creating a presentation. We need to craft more." @TPLDrew #CMWPubLab pic.twitter.com/zUEKUpZZ94

— Greg Rokisky (@GregRokisky) September 11, 2015

To differentiate what you’re selling, focus on "the fireworks". Implode your current strategy. @TPLDrew #CMWorld #cmwpublab

— Rob Zaleski (@robzie_) September 11, 2015

Did you attend the Publishing & Media Lab? If so, be sure to share your feedback on Twitter using #CMWPubLab.