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| Here's the reason for the nontraditional start to my column. We tapped into something really big at this year's Interwoven GearUp conference. In essence, we declared that—given the explosion of online community and social networking—“content is king again.” What did we mean by that? The short story: to do battle with market forces and global competition, you have to unlock the strategic value of your content. And, wow, did that ever resonate with our audience! At GearUp this year, we orchestrated our program around the theme “Shift,” referring to our need to adjust tactics and strategies in these shifting times. More than 90 track sessions examined how to unlock the value of content from every angle and every perspective—including how to bridge the proverbial Marketing/IT gap. More than 60 Interwoven customers talked about how they found ways to leverage content to address boardroom-level issues—transforming their approach to the marketplace, expanding and globalizing, digitizing and modernizing. It was an awesome three days that also featured appropriate proportions of social networking and fun, including our always-popular customer appreciation gala event called Night Shift. Not only did we tap into something big, but we fired on all cylinders doing it. Our feedback for GearUp 2008 was the best ever. Just look at the numbers:
We even got a number of kudos in the blogosphere. Among them is Steve Furman, an Interwoven customer who called GearUp an “extremely well run conference” that “really got me thinking.” (He also has some interesting thoughts on the IT/Marketing relationship if you want to visit his blog.) Now you might be able to guess why I had you take three immediate actions. We're traveling to San Antonio, Texas in 2009 for GearUp, and I don't want you to miss it. We've passed the “tipping point” and content is on a roll in terms of market influence. What's big this year will be even bigger next year. And I really encourage you to bring your like-minded colleagues with you—the “power of three” is a huge advantage in driving change. Don't skip that third step: share the e-mails of your colleagues with me. I'll keep all of you in the loop about our bigger and better plans for next year. Raising the bar—it's just the nature of marketing . . . . Thanks to all of you who attended this year's GearUp, and I look forward to seeing you—and a whole bunch of new faces—next April in one of my favorite cities. Until then, be sure to take a look at a number of other features on GearUp in this edition of the newsletter. You'll find speaker podcasts, a video file of Guy Kawasaki's keynote address—an amazing presentation—and our feature article, which talks about just how tough it is to predict customer behavior. Enjoy! Ben Kiker |
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