By Scott Decker

Content Marketing World Recap: Creating Authentic Content


We’re back from Content Marketing World held in Cleveland, OH and if we learned one thing, it’s that the content you create should be authentic. According to former war correspondent Rajiv Chandrasekaran, if your content is not authentic, consumers will see right through it.

Chandrasekaran delivered an insightful keynote about his partnership with Starbucks CEO Howard Schultz and how they wrote a book titled For The Love of Country that covered the stories of five veterans. Chandrasekaran discussed how Starbucks laid the foundation by adding context through philanthropic efforts and embracing risks. He offered takeaways about creating authentic content that resonates with audiences.

Read some of the key learnings below:

  • It’s important to find authentic stories; they’re better, more compelling and harder to sniff out
  • Choose subjects you can tackle objectively
  • Find authentic stories, they stick
  • Partner with storytellers
  • Elegant and authentic content can speak to a diverse audience
  • Have an authentic call to action
  • Build relationships that go beyond the transaction and the story – invest more and see where it takes you

By the way, if you’re wondering where that awesome visual representation of Rajiv’s talk came from – it was done in real-time while he was speaking from the talented folks at Kingman Ink.

For more content tips from Content Marketing World, see our posts below:

Two Words Sum Up Content Marketing World

By Joe Pulizzi – published September 15, 2015 Just before Nick Offerman and I chatted and snacked on bacon on stage, I posed this question – a paraphrase of Jay Baer – to the thousands at Content Marketing World: Are you just going to go back and make some content, or are you going to make a difference?

Read More at the Content Marketing Institute

Content Is A Show That Never Closes – BigContentDaily

By Robert Rose – Welcome back my friends to the show that never ends. We’re so glad you could attend Come inside! Come inside! I was visiting with a mid-sized company recently. I was brought in to help them sort out their content marketing strategy.

Read More at BigContentDaily

Content Marketing Authenticity Isn’t What You Think It Is – BigContentDaily

By Eric Burgess  – We all know now that Content Marketing is really about storytelling and recent studies show that the authenticity of your stories is key for Millennials and the generation just behind them. Few companies know how to tell a story like Disney and their finest work is often demonstrated in their theme parks.

Read More at BigContentDaily

Content Marketing World Day 1 Recap – BigContentDaily

By Nicole Rand – Content Marketing Institute is painting Cleveland orange this week! Content Marketing World is well under way with yesterday being the first full day of information packed sessions with speakers like Robert Rose, Ann Handley, Rand Fishkin, Gini Dietrich and more.

Read More at BigContentDaily

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By Scott Decker
Scott Decker is the President and Founder of PublishThis. Before PublishThis, he led technology at, Blue Nile, and development solutions for the government. When he’s not running PublishThis, the industry’s most advanced content platform, he’s exploring new technologies, preparing for next Halloween, or watching something with superheroes, dinosaurs, or at least a lot of explosions.

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