Chris: I have received a lot of questions about why I decided to start The Content Marketing Academy, what it’s really all about and what to expect from this content marketing conference. What I have prepared for you below is an honest insight into my vision for TCMA and how it all came about.
The Content Marketing Academy (TCMA) has come about as a combination of a few different things. Ever since starting Learning Everyday (my first marketing consultancy – now CMA), workshops, education and sharing resources has been a big part of the plan to help business owners to become better marketers of what they do. The best way to do that was to showcase resources and give people examples and case studies, but also help them to understand how marketing fits within their business and understand what their role within their business is as a marketer.
I firmly believe that the entrepreneurial person in the business (typically the business owner) should be a marketer, because at the end of the day, that’s how we all get customers, promote our services, and build a strong relationship with our customers.
“the purpose of a business is to create a customer. The business enterprise has two – and only two – basic functions: marketing and innovation.”
And of those, “marketing is the distinguishing, unique function of the business”
– Peter Drucker, 1954
TCMA has been a combination of facilitating workshops, speaking at different events and consulting many different types of businesses over the last few years, and it’s now come together an annual live event.
What I aim to do with TCMA is build year on year on what’s achieved. TCMA started off in 2014 as a relatively small event (40 delegates), but as the years go on, it’ll grow and we’ll be able to get different types of speakers at each of these events with varying types and levels of experience. The aim is to have a big enough platform to invite well known global experts to Scotland, and in turn attract a large and engaged audience.
TCMA is all about content marketing and business growth. It’s about showcasing content marketing and, in some respects, ‘selling’ the concept of content marketing to business owners to give them a better understanding of what it is, how it works, the business benefits and how they can make it work in the context of their own business.
The one thing I want to make sure takes place at each event is to continue to invite speakers who are content marketing practitioners in their businesses today. Typically when you go to marketing conferences and events and you’ll hear from marketing gurus and experts, but I want you to hear from other business owners just like you, who are doing the things that you know you know should be doing.
For example, at TCMA 2014 we had business owners speaking who are successfully using podcasts and blogging as part of a content marketing strategy to build a relationship with their customers and engage their audience. I want to be able to showcase a business owner that’s not in a marketing agency or consultancy, but instead for you to understand how they have implemented the principles of content marketing to build a successful business.
At TCMA 2015 we invited Marcus Sheridan to deliver a workshop and keynote presentation – he has an incredible and unique content marketing success story – this is exactly what other business owners need to hear.
I want you to be inspired and motivated by the business owners’ stories around why they’re doing what they’re doing, but also to see that over the long term it actually does pay off and you will also believe that you will experience the same results.
It’s one thing giving you the information about what content marketing is, but actually hearing the story and being able to provide the context of your own business around that story will, I hope, inspire you to take that action.
I very much want the conference to not be about me, but about showcasing the success of other business owners, that will in turn give you the motivation and inspiration to take content marketing forward in your business.
In reality, content marketing is not just the future, it’s now. A lot of people know about it and talk about it, but don’t actually do a lot with it, and that’s another reason why TCMA has been developed – to plug the gap between knowing, understanding, and implementation.
Take a look at the trend in content marketing in the image below. You can see that content marketing is becoming extremely popular as a search term.
What I’ve done with TCMA, and how I see it going forward is to have the best elements of a conference and the best elements of a workshop. I want you to not only get the motivation and the inspiration that you need from the speakers, but to also be able to take those crucial first steps towards implementation in a workshop environment. When you leave the conference you’ll have the motivation and inspiration, and you’ll also have the plan for implementation so you’re ready to hit the ground running when you get back to the office.
I want to make sure the excitement and motivation transcends the boundaries of the conference and into the workplace.
The real clincher behind TCMA is helping you to take the action, and I think the biggest benefit from coming to TCMA is the fact that you’re going to hear from business owners, people who’ve actually done it who aren’t simple ‘marketing gurus’ and full of the theory. They’re people just like you, but they’re one or two steps ahead or two or three years ahead in their content marketing journey, and you will be able to see that it’s working for them and how you can apply this to your business.
You will see how successful business owners are using content marketing to promote themselves as an expert in their industry.
Are you ready to embrace content marketing and get ahead of your competition? If so, book your place today.