A small spark can set off a blaze of creativity or highlight a single, impactful moment. Last week, at Content Marketing World, I saw countless “aha” moments light up the faces of thousands of attendees as fresh, bold ideas emerged.
The excitement in San Diego was palpable—a welcome change from the general uncertainty many marketers have felt about their strategies, as shown in recent research. At CMI, we believe in sharing great ideas, so here are some of the most inspiring insights from the keynote stage to spark new strategies for your brand in 2025. Ready to make your content shine? Let’s dive in!
1. Build Admiration and Demand for Your Brand
One keynote story that resonated came from R. Ethan Braden, the vice president of marketing and communications at Texas A&M University and 2023’s B2C Content Marketer of the Year. After transitioning from Purdue University, where he led award-winning marketing campaigns, Ethan faced the challenge of capturing Texas A&M’s unique identity to stand out among 4,000 competing institutions. His inspiration came from the idea of “enchanting” audiences, which he describes as creating deep admiration and demand.
Here are Ethan’s key principles to make your brand remarkable:
- Stand for something: Great brands represent a purpose, which attracts some people but may repel others. Figure out what your brand stands for and who it speaks to, just as Patagonia, Nike, and Volvo have.
- Deliver outcomes, not just features: Consider Tony Ives’ insight: “Be a painkiller, not a vitamin.” Give audiences a solution they urgently need rather than just something nice to have.
- Evoke emotions, not just facts: Emotions like envy, respect, and nostalgia can drive stronger connections than facts alone. As Seth Godin points out, people tattoo “Harley-Davidson” but not “Suzuki.” How can you use emotions to captivate your audience?
- Tell compelling stories: Narratives connect deeply. What story does your brand tell, and is it strong enough to resonate?
2. Focus on Purpose Over Efficiency
A returning favorite, Ann Handley, addressed a hot topic: the impact of generative AI on marketing. While she acknowledged the efficiency AI offers, Ann urged the audience to think about whether efficiency should always be the ultimate goal.
In a world where high-impact content takes time, Ann introduced a fresh concept: “ASAP” now means “as slow as possible.” Her point? Some ideas take time to develop fully and deliver more value in the long run. Taking a deliberate approach allows for meaningful, creative ideas that leave a lasting impact.
3. Keep Experimenting Until You Find the Right Spark
Seth Stephens-Davidowitz, author of Everybody Lies and Don’t Trust Your Gut, reminded us that innovation requires persistence. He shared the journey of Jeff Seder, a data consultant for racehorses, whose data-driven insights led to the discovery of American Pharoah, a Triple Crown winner. After testing countless theories, Jeff’s persistence paid off when he finally found that the left ventricle size in horses could predict racing success.
Seth’s message was clear: not every spark will lead to success, but each attempt brings you closer. Data can illuminate your strategy, but remember that engagement metrics like “likes” and “shares” are not always direct indicators of buying intent. Focus on insights that align with your end goals.
4. Turn Failures into Strategic Wins
Sometimes, content initiatives don’t go as planned, but they can lay the foundation for future success. Melissa Leu, from Salesforce, experienced this firsthand when an initial content project didn’t succeed as hoped. However, by returning to the core principles of content marketing and focusing on solving real problems for their audience, the team developed Salesblazer, which went on to earn the title of 2024’s Content Marketing Project of the Year.
Melissa’s story is a reminder: even setbacks can be stepping stones. Use them as a learning opportunity, get back to the basics, and focus on delivering real value on platforms where your audience is active.
5. Foster Joy in Both Professional and Personal Life
Shabnam Mogharabi, author of Harness the Power of Joy to Uplift and Inspire, shared that choosing joy amid stress is a powerful act of defiance. Her toolkit to create joy included:
- Practice gratitude: Expressing thanks, she says, benefits not only the receiver but also the giver’s brain.
- Know your “why”: Shabnam advises digging deep with the seven-levels-of-why framework. Asking “why” repeatedly can reveal the true purpose behind actions, both personally and professionally.
- Build community: Vulnerability leads to trust and strong relationships. Engage genuinely—join, show up, and stay connected.
Conclusion
As we move into 2025, it’s time to reignite passion in content marketing. By focusing on building demand, rethinking efficiency, persisting through experimentation, learning from failures, and fostering joy, your brand can stand out and make a real impact. Let’s make this the year your content truly shines.
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