Key Takeaways from 2019 Content Marketing World
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Is your organization engaged in a content marketing and owned media strategy to find new customers, maintain relationships with existing clients or establish your key people as thought leaders in their field? The Ghidotti team just returned from a jam-packed four days of learning about today’s best practices and winning case studies in content marketing from around the globe at Content Marketing World, hosted by the Content Marketing Institute in Cleveland, Ohio. Although public relations has always been the foundation of our firm, we know that content is the new creative and gaining new tools in this evolving landscape are important for the development of a strong content marketing strategy. Here are a few key takeaways as you develop or refine your own content marketing strategy.

Companies Need to Define Their Content Marketing Strategy

We all understand that to succeed in business today, you need a clear strategy. New businesses can’t even receive funding without a clearly defined business plan. Still, only 41% of companies engaged in content marketing have a formal strategy, according to a survey by the Content Marketing Institute. To succeed, your content marketing strategy needs a mission statement and clearly defined goals. That means more than just a schedule and outline of topics you would like to write about. It means sitting down and deciding what you really want to achieve, who you need to talk to, how you’re going to get there and what needs to happen along the way.

A Content Marketing Plan and Execution Can Be Very Different

Even with a clearly defined content marketing plan, your team will not succeed unless you have the discipline to follow it. Part of that means saying “no” to content and projects that do not support your mission statement and goals and objectives. 

It also means finding ways to successfully navigate varying interests within your organization. In that same Content Marketing Institute survey, 61% said their biggest challenge is navigating organizational silos, not the actual process of creating content.

And as with most things in business, content strategy and execution don’t follow a straight line. They require a regular system of self-evaluation or even third-party review to make sure your team continues to work toward the right goals and deliver on your mission.

Great Content Answers Questions and Solves Problems. Selling Comes Later.

While there’s certainly the temptation to fill your company blog or YouTube channel with story after story about how great your company is, those stories are not going to bring new customers to you. Yes, it’s important to celebrate your successes, but new customers discover your content when they’re looking for solutions to their problems or trying to get an answer to a question they can’t find anywhere else. 

For example, Marcus Sheridan, one of the speakers at Content Marketing World, began using content to market his pool company after the 2008 recession. To this day, he can attribute $7 million in revenue to one of his very first blog posts that simply explains in great detail and candor how much a new swimming pool can cost. Helping people answer questions and solve problems builds trust, and trust builds loyal customers.

Content Marketing Strategy That Gets Results

Jump on a 1-hour Zoom call with two of our senior team members who will help you brainstorm cost-effective and efficient strategies for you to continue to sell, market and connect with your customers.

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Social Media Is Dying… Kind Of

OK, social media may not be dying, but it’s certainly changing when it comes to how public relations and communications professionals engage on various platforms. One pervading theme throughout the Content Marketing World conference was the reality that you cannot rely on social media alone to drive engagement with your brand or find new audiences. Since Facebook started changing its algorithm in 2013 to encourage companies to pay to promote their posts to existing followers, the communications industry has been scrambling to keep up. And while SEO changes as well, your content on your own platform remains your own and remains discoverable for years down the road. 

Building Audiences Takes Time

The “build it and they will come” approach to content marketing glosses over the fact that building an online audience for your content takes time. A robust customer base, mailing list or social media presence can certainly help get things rolling, but it’s important to understand (and communicate within your organization) that it can take up to 18 months to build a minimum viable audience and start seeing a significant return on your content marketing efforts. Thanks to SEO and the relationships you build with your audience during that time, though, growth can move much faster beyond that point.

Everyone is Doing Content Marketing, But Few Are Doing It Well

Digital content marketing has grown to a point where most organizations are practicing it on some level, but only a few feel as though they’re fully reaping the benefits from those efforts. Just 4%, according to the Content Marketing Institute, rate their content marketing efforts as “extremely successful.” That means we all have lots of room to refine, revise and grow. Are your organization’s content marketing efforts delivering both the qualitative and quantitative results you want to see?


Marketing / Communications

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.


Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.


  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position