Charge 2016

A few tweets from Charge 2016. Great experience, awesome speakers and organisation and a magic location.

Reykjavik & #Charge2016

Back to Reykjavik. Last time it was April 2015 and I was here on vacation. Now, invited at #Charge2016 as a speaker. It’s nice to be back to Iceland. Four degrees, rain, wind: my place. There is an intimate beauty in all little things here in Iceland. I will just stay two days, then back to “south” (London)

Friday music break

Ludovico Einaudi – Night

Says Einaudi: “I saw new frontiers – on the edge between what I knew and what I didn’t know – that I had long wanted to explore: creation myths, the periodic table, Euclid’s geometry, Kandinsky’s writings, the matter of sound, and of colour, the stems of wild grass in a meadow, the shapes of the landscape. For months I wandered in a seemingly chaotic mix of images, thoughts and feelings. Then, gradually, everything came together in a dance, as if all the elements were parts of the same world, and myself within it.”

Top inspiring quotes from Content Marketing World 2016

CMW 2016 is now over. Three great days of learning and networking. Still overwhelmed and super-excited for having met most of my preferred content marketers, and for the participation of Mark Hamill (aka. Luke Skywalker), on the CMW’s stage for a great entertaining final keynote.

Yesterday I tried to summarize Day 1, collecting some random notes. I will not repeat the exercise, considering that someone else has done (and will do) a much much better job.

For this and many other reasons (no time, no time, and guess what, no time), I decided instead  to list here all quotes that inspired me or had me stopping and thinking, even just for a moment. This is a non-comprehensive list. Mostly for my records and for the few readers of this blog. Enjoy it.

Mediocre content will hurt your brand more than doing nothing at all. @JoePulizzi

It’s not the best content that win: its the best promoted content, Andy Crestodina, @crestodina, Orbit Media

You get what you give. It’s the brand that gives away the most useful information that wins. Andy Crestodina, , @crestodina, Orbit Media

Insight is the most powerful but most under-used force in all of content marketing. Doug Kessler, @dougkessler, Velocity

Content Marketing is not about content. It’s about the audience. That’s where the value is. Robert Rose, @robert_rose, CMI

When any new form comes into the foreground of things, we naturally look at it through old stereos… Robert Rose, , @robert_rose, CMI

The difference between Content and Content Marketing is the Destination. Michael Brenner, @brennermichael, CEO Marketing Insider Group

Advertising partnership can fund content marketing. Michael Brenner, @brennermichael, CEO Marketing Insider Group

The end goal of content marketing is business action, not eyeballs. Shafqat Islam, @shafqatislam, Co-founder and CEO of NewsCred.

Long form isn’t just cool, it’s useful for: 1. SEO 2. Extending content’s reach.” said Eric Hess, Senior Content Marketing Program Manager at REI

Content that doesn’t deliver value is Nontent. AJ Huisman, @ajhuisman, Y Content Founder

Just added:

Content is the fuel for every marketing channel. It’s the connective thread that weaves all of your marketing channels together. The customer journey and the content journey are one and the same. said Shafqat Islam, @shafqatislam, Co-founder and CEO of NewsCred.

Our goal is not to create more content. Our goal is to create a minimal amount of content with the maximum results. @JoePulizzi

The Difference between Outdoor Billboards and Content Marketing

Did you know that Sao Paolo (Brazil) and Grenoble have banned those hateful billboards and outdoor advertising? Vermont, Main, Hawaii and Alaska are also billboard-free. Tehran, New York and Paris are discussing the possibility to follow the path of these cities. This article from the Guardian represents a good reference.

Take a look at this post from  @dougkessler. He lives in London, as I do. And Milan, where I’m from, was (is) the kingdom of those huge  building-sized billboards.

And I hate those obscene adverts, too. It’s all but content marketing; it’s pure interruption. And unfortunately, no way to individually opt out…

What I’ve learned from Content Marketing World day1

I will not try to summarize the full first (busy) day of Content Marketing World 2016, featuring Joe Pulizzi and many other content marketing personalities. Four thousand marketers will attempt to do that, today and in the following days. Blogs, social media, emails. You don’t really need one additional summary. Not from me, at least.

So, I will recap what this 1st day has been, using a few concepts and quotes. Mostly for my records and for the (few) readers that follow me – especially the ones that couldn’t make to Cleveland. It might be a good future reference, for all of us.

Mediocre Content

“Mediocre content will hurt your brand more than doing nothing at all” according to Joe Pulizzi, Founder, Content Marketing Institute. To create successful content, focus on one audience with one message

Opinions and Research

If you want to create content that achieves a high level of both shares and links, then you should concentrate on strong opinions and original research” says Andy Crestodina of Orbit Media. Strong opinions and original research are the 2 factors that make content successful. What questions are people in your industry afraid to answer? Publish the research that answers those questions “It’s the brand that gives away the most useful information that wins”.

The best promoted content

“It’s not the best content that win: its the best promoted content”. still Andy Crestodina, Orbit Media.

The power of Insight

“Insight is the most powerful but most under-used force in all of count marketing”. Doug Kessler, Velocity. Insight is a non-obvious understanding about your customers. Data is NOT insight. Data is data. Eye candy is not insight (eg. info graphs). Curation is NOT insight. Until you’ll add some analysis.


“Content Marketing is not about content. It’s about the audience. That’s where the value is”. Robert Rose, CMI.

Paid boosts content’s reach?

“Be wary of overinvesting in short-term paid advertising instead of investing in long-term organic” – Sound advice by @randfish. Paid can certainly boost content’s reach… but 90% of all social clicks go to organic (on Google, it’s +80%). Ironically paid works best on content that amplifies well organically. So let’s be wary of over investing in short term paid when that $$ can go to long term organic.


Facebook represents only 5% of overall web traffic referral, so we shouldn’t overinvest on it.

3 questions

We should always ask 3 questions:
Question 1: So what? Because…
It’s a shortcut to customer empathy. Only 29% of marketers are focusing today on content that customers will love.
Question 2: Wait, what?
Question 3: Does this sustain us?
Do we sustain the brand and build long term credibility? And do we sustain ourselves? Are we proud about what we have done?
Best content programs in 2017 should answer these 3 questions.