The Right Source team has descended upon Columbus for this year’s Content Marketing World event, which promises to be chock full of opportunities to learn, connect and share. And while I remain skeptical about the value of most industry events, participation in Content Marketing World is a no-brainer for us. Not because we expect to close, or even initiate, new client relationships. Not because we think that participating as speakers and CMI consultants offers prestige that can’t be found elsewhere.

We participate because content marketing is a space Right Source Marketing is immersed in, has been immersed in, and will continue to be immersed in. In short, this is what we do and we think we do it very well, but in search of continuous improvement, we want to  get even better. In the spirit of getting better, here’s what we’re looking forward to this week.

Recruiting

2012 has been a year of expansion for Right Source, and 2013 promises more of the same. In order to reach and exceed some aggressive growth goals, we need talented people with the aptitude, knowledge and potential to take our content marketing offering—Content Magnet—to a level that distinguishes it further from the rest of the market. While we’re primarily looking for strategists and editors, every position inside Right Source focuses on content marketing, so don’t hesitate to reach out if you’re looking for your next career opportunity.

The Software Explosion

While software cannot build your marketing plan, it can enhance your content marketing effort, as long as you pick software that matches your marketing plan, and not a marketing plan to match your software. As with any growing category, software players big and small have started paying attention, and have been creating products that promise to make agency or corporate content marketing programs run more effectively and efficiently.  We’re looking forward to seeing “the new stuff.”

The Google Rules

Wednesday’s closing keynote features Sam Sebastian from Google discussing how audiences connect with a brand long before purchases are made, or even considered. While many properties have, and many more will threaten Google’s significant influence on content marketing, the fact is that Google still plays by its own set of rules. While social properties have grown in popularity, and many have come and gone, buyers still turn to search engines for research, education, and critical decision making information. As content marketers, once we have addressed our own properties we need to be sure we are addressing Google.

Content Marketing’s Impact on The Sales Function

When we initially discussed speaking at Content Marketing World, like any good marketer, we thought first about the audience. The CMW site says it best – around 1,000 marketing and PR professionals from over 20 different countries. But we decided to dig deeper than that, and consider who really influences content marketing decisions and execution.  Who are the financial decision makers, and whose buy-in do content marketers need to execute an effective content marketing program? It’s not just marketing – it’s the entire company, and particularly the sales team as the front line representatives of the company.

On Wednesday at 11:45 AM, we’ll be introducing Chris Corcoran from memoryBlue, an inside sales consulting firm that has fueled the growth of over 150 high tech clients. As the rare representative from the sales side of the content marketing equation, Chris will entertain and educate with stories of how content marketing impacts top sales organizations.

Last but not least, we’re looking forward to catching up with our always gracious hosts from the Content Marketing Institute, who are sure to put on a great show.

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About the Author: Mike Sweeney is Managing Partner of Right Source Marketing. Don’t hesitate to drop Mike a comment on this post. Follow Mike on Twitter for more marketing commentary.