What to See at Content Marketing World 2017

By: Lea Titas  | 08/23/2017


Content Marketing World 2017 is less than 2 weeks away and we could not be more excited! It seems that each year gets bigger and better and 2017 is no exception. With a focus on performance, this conference is chock full of sessions measuring content marketing success, a thing most content marketers struggle with on a daily basis.

So, what sessions should you attend? 

Take a look at some that we recommend. (Note: of course, some of these overlap, so if you're coming with a team, we recommend you divide and conquer!)

 

WEDNESDAY, SEPTEMBER 6

 

How to Use Content to Maximize the B2B Buying Process (Buyer’s Journey)

Time: 10:15 – 11:00

Speaker: Ardath Albee, B2B Marketing Strategist and CEO, Marketing Interactions, Inc.

Location: Grand Ballroom A

Track: Demand Generation

Details:  

Personas, buying journey maps, and serial storytelling are the hallmarks of a compelling content marketing strategy. The problem that persists—casting doubt on the vitality of content marketing—is the lack of a strategy and reliance on internal assumptions.

With the right foundational tools in place, B2B marketers will see a clear path to creating and distributing content that motivates an audience’s intent to change, while also informing you of their context and stage in the buying process.

In this session, you’ll learn:

  • How to use content to become the anchor expertise that motivates change
  • Why your website is inhibiting buying and what to do about it
  • What the tone and perspective of content have to do with intent to buy
  • How to reach and influence critical stakeholders that are elusive to B2B marketers

 

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Show Me: How Inventive Video Marketers Spin Stories Into Revenue

Time: 10:15 – 11:00

Speaker: Andrew Davis, author

Location: Grand Ballroom B

Track: Keynote

Details:

Video is all the rage: there are live videos and regular-old-recorded-videos; we can shoot 15-second Instagram videos or produce 90-minute documentaries; we can create case study videos or animate an explainer video. The options are endless.

With all the hype in the marketplace, it is easier than ever to be swept up in the video craze and spit out on the other side with 63 views, one spammy comment, and no demonstrable business results.

It turns out, the most successful video creators in the world do the one thing the medium does better than text or audio alone: they show instead of tell. No one needs another boring talking head or another drama-free case study. Your audience is not clamoring for one more lame webinar or even your attempt at a “viral video hit.” Let’s use video to drive real impact.

In this exciting 45-minute keynote presentation, former television producer and bestselling author Andrew Davis will show you how to turn video duds into dynamite. You will learn the five ways brilliant businesses have turned simple videos into big business. He will challenge you to rethink your video strategy and implore you to shoot video that drives revenue.

Are you ready to show not tell?

 

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Buyer Behavior in 2017 & Beyond: Research, Trends, & Best Practices to Improve Your Results

Time: 10:15 – 11:00

Speaker: Matt Heinz, President and founder, Heinz Marketing

Location: Jr. Ballroom B

Track: B2B

Details:

In this fast-paced presentation, you’ll hear new research and insights on the B2B customer journey that lead specifically to focus areas, directives and recommendations to increase the effectiveness of your efforts moving forward. You’ll walk away with specific frameworks, templates and more to guide your content & behavior marketing strategies and tactics into 2017.

Attendees will learn:

  • Actionable insights on today’s rapidly changing B2B customers
  • Best practices for how to get their attention and build credibility & engagement
  • A framework for instilling customer insights & better messaging throughout your organization

 

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Knocking Down the Silos: Why Sales and Marketing Alignment Should Be Your Most Important Issue Right Now

Time: 11:20 am – 12:05 pm

Speaker: Marcus Sheridan, web marketing guru

Location: Grand Ballroom B

Track: Keynote

Details:

Currently, the biggest issue for content marketers isn’t bad content, but rather a lack of buy-in for content marketing across the organization. And because of this lack of buy-in, marketers struggle to truly show an impact and ROI for their efforts.

In this session, popular CMW speaker Marcus Sheridan will help you discover a 7-step process to getting the buy-in you seek, especially from Sales and Leadership within your organization. Specifically, you will learn how to :

  • Kick-Off your content marketing approach to get immediate wins for the organization
  • Consistently engage your sales team in the content production process
  • Use content as the backbone of the sales process

 

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Exceptional Content: Challenging the Conventions of Content Marketing

Time: 11:20 am – 12:05 pm

Speaker: Doug Kessler, co-founder and creative director, Velocity

Location: Jr. Ballroom B

Track: B2B

Details:

Content Marketing was so successful because it didn’t look and smell like marketing. Now, it’s starting to look and smell like marketing again.

And people hate marketing. They don’t trust it. They resent its intrusion.

And so the Marketing Defense Barriers go up. And your content is filtered out. Our jobs as content marketers is to make content that doesn’t shout “MARKETING!”. To do that, we need an intimate understanding of the conventions of marketing — and now, of content marketing – so that we can bend and break them. This talk exposes some of the explicit and implicit conventions of content marketing and shows the power of breaking them.

You’ll learn how to:

  • Expose the hidden conventions of your market and your company
  • Explore ways to bend or break those conventions to create exceptional work
  • Use content to earn the attention and trust of your audience
  • See how top content marketers are breaking invisible rules to make great work

 

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Email List Building Masterclass: 14 Lessons From 4 Million Subscribers

Time: 11:20 am – 12:05 pm

Speaker: Adam Franklin, co-author of Web Marketing That Works

Location: Hope Ballroom A-C (Hilton Level 3)

Track: Email & Conversion

Details:

In this session, we’ll breakdown high performance email list growth, covering the most effective content and opt-in techniques for massive conversions. It will feature 14 actionable insights and case studies from world class content marketers who collectively have 4m+ email subscribers. Participants will discover:

  1. Which content marketing approach gets the highest opt-ins. Is it lead magnets? Webinars? Launches? Podcasts? Online summits? Contests or Popups?
  2. Landing pages vs. blog posts vs opt-in boxes: An in-depth conversion analysis.
  3. What are the tools the pros use.
  4. What are the best converting lead magnets.
  5. How traffic sources affects list growth and conversions.

 

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Return on Content: The Dynamics of Building Your Very Own Content ROI Approach

Time: 12:20  – 1:00 pm

Speaker: Adam Braxton & Gordon Price Locke, Pace

Location: Grand Ballroom B

Track: Lunch & Learns

Details:

Content can have trouble proving its legitimacy – brands aren’t always able to frame up the immediate value since it’s a longer impact approach. Marketing leaders often need a clearer path to justify the marketing spend to executive management. This session is aimed at exploring a fresh new approach on how content can prove itself and takes a deeper look at:

  • How ROI should be realistically defined for brands, and why it shouldn’t be viewed a one-size-fits all solution.
  • Important measures of success that cover traditional hard metrics such as direct sales and online lead generation and soft including consumer behaviors and engagement.
  • How to evaluate ROI beyond traditional sales metrics.
  • Considerations for balancing both business-and consumer-centric objectives to successfully drive meaningful business impact.

Participants will learn first-hand how to evaluate content ROI for their brands and will come away with actionable information to apply to their programs.

 

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How to Build a Data-Driven Marketing Strategy

Time: 12:20  – 1:00 pm

Speaker: Jackie Aubel & Mimi Daigle, Slemma

Location: Room 22

Track: Lunch & Learns

Details:

Marketers interact with crucial but inherently disconnected data every single day to analyze the results of campaigns, prove ROI, and measure the performance of content. Viewed in a siloed way, it can be challenging to connect the dots.

Attendees will learn:

  • What business metrics are crucial to measure to inform marketing strategy
  • How to create a unified dashboard that gives proactive marketers an advantage in
    testing new initiatives
  • How to expand data-driven practices to other departments to encourage an
    enterprise-wide effort

 

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Your Content Marketing Success Metrics Are All Wrong

Time: 12:20  – 1:00 pm

Speaker: Elle Woulfe, VP of Marketing, LookBookHQ

Location: Room 1

Track: Lunch & Learns

Details:

Your job as a marketer is to educate buyers so they become qualified enough to buy. So why do you measure the success of your content based on pageviews, clicks, form fills, and downloads? There’s only one metric that matters: content consumption. The challenge marketers have today is that once some clicks, we have no idea if they actually consumed the content. In short, our metrics and measurement are based largely on hope.

Learn how marketers are completely redefining success by adopting intelligent content delivery. Not only will you see how intelligent content allows buyers to consume more content per session but provides greater intelligence into how they consume content and which assets are actually being consumed. This session will cover the following:

  • The problem with traditional marketing metrics
  • The benefits of measuring content consumption instead
  • How to ensure leads are truly qualified before you pass them on to sales

 

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The Messaging Science behind Customer Acquisition and Customer Renewal Messaging

Time: 1:45  – 2:30 pm

Speaker: Tim Riesterer, Chief Strategy and Research Officer, ‎Corporate Visions

Location: Grand Ballroom A

Track: Demand Generation

Details:

Stop relying on tired and lagging “best practices” and start using tested and proven principles – based on rigorous academic research and decision-making science. In this session you’ll learn three messaging frameworks, each one designed and validated for delivering winning content across the customer lifecycle. Whether you call it Account-Based Marketing or Customer Lifecycle Marketing, you need to know how to answer the three most important questions taking place with customers:

  • Why Change? A framework for creating more pipeline by disrupting your prospect or customer’s status quo bias and differentiating you from alternatives.
  • Why Stay? A framework for securing more renewals by carefully reinforcing you as the status quo, while fending off competitive threats.
  • Why Pay? A framework for capturing more revenue by effectively communicating the necessary, but often difficult pricing increase.

 

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Content Marketing Tools and Technical Tips to Optimize Results

Time: 1:45  – 2:30 pm

Speaker: Ian Cleary, content marketer

Location: BrightEdge Stage

Track: Tools & Technology

Details:

Taking advantage of the best tools and technology can deliver improved results for your content marketing efforts and reduce the time spent on it. Get a list of technical tips to optimize results and tools that you really need to be using.

  • A list of tools you can implement within your business
  • Technical tips you can immediately implement
  • Ideas about different types of tools you should be considering
  • Ideas for optimizing your content marketing

 

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How to Get Your Sales Team to Co-Own the Content Strategy

Time: 1:45  – 2:30 pm

Speaker: Ryan Mays & Skyler Moss

Location: Room 3

Track: Sales

Details:

At HCSS, a B2B construction software company, our marketing and sales teams used to operate in silos until we decided to take an excavator to it and tear it all down. From the rubble came a completely co-owned content strategy that was built to shorten our sales cycles, engage our consumer with educational content, and drive more qualified leads that has resulted in more leads than our sales team can handle and a 65% increase in revenue. In this talk, we will show exactly how HCSS tore down the silos that stood between the marketing and sales teams. We will show you:

  • How to tear down silos and develop the sales and marketing relationship.
  • How to use content to reshape the digital consumer journey and overhaul your sales experience.
  • How to develop a content strategy that actually makes an impact on your bottom line.

 

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Content & Motivation: Understanding Your User

Time: 2:50  – 3:35 pm

Speaker: Shira Abel, CEO, Hunter & Bard

Location: Room 25

Track: Content Strategy

Details:

Writing content is no longer enough. You now need to engage your readers and get them coming back for more. Learn about the chemicals we all have in our bodies and how they can be triggered. Dopamine, serotonin, endorphins, norepinephrine, oxytocin, and cortisol – understand how they work and use them to activate behavior heuristics in your content to engage and convert your users.

In this talk you’ll learn:

  • Different ways of asking in order to get a response.
  • How the most successful companies use content to build awareness, leveraging their thought leaders to grow their market.
  • How world-class content marketing uses action triggers to increase engagement.
  • Power words and how to use them to raise conversion and build their brand.

This is a talk that brings the power of Behavioral Economics into the marketing and content realm and will have a significant impact on the way you execute your marketing strategy.

 

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Advanced Content Marketing Measurement – Going Beyond the Campaign

Time: 2:50  – 3:35 pm

Speaker: Deana Goldasich, CEO, Well Planned Web

Location: Room 26

Track: ROI/Measurement

Details:

Advanced measurement requires an advanced mindset. Over 70% of us say we want content marketing to operate and be seen as an ongoing business process — not simply a campaign. But, how many of us put our metrics where our mouths are?

Takeaways will include:

  • Understanding the difference between basic and advanced metrics
  • Measuring content marketing’s impact on cross-functional business goals
  • Uncovering metrics that reinforce content marketing as a critical business process, not a reactionary tool

 

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Accelerating Growth by Hacking Your Conversion Journey

Time: 2:50  – 3:35 pm

Speaker: Teju Owoye, CEO and founder, Sulte Group

Location: Hope Ballroom A-C (Hilton Level 3)

Track: Email & Conversion

Details:

In our tech-driven world, marketing strategies now must include budget and resources for A/B testing, viral loops, engineering as marketing solutions, and funnel optimization. I will show how any brand can implement viral loops and feedback mechanisms to create a conversion journey that is a self-sustaining marketing system.

Attendees will learn:

  • How to setup and test a viral loop.
  • How to measure viral coefficient.
  • 5 ways to create self-sustaining marketing systems that don’t require additional spend to convert customers once implemented.

 

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THURSDAY, SEPTEMBER 7

 

CONTENT Marketing: Everything Has Changed & Nothing is Different

Time: 10:00 – 10:45 am

Speaker: Scott Stratten, President, UnMarketing

Location: Grand Ballroom B

Track: Keynote

Details:

What’s the difference between a video going viral today versus five years ago? With so many platforms, is it now anything goes? In the final chapter of his CMWorld trilogy, Scott will cover his own experiences of a video going viral and bringing down a national brand for a content ethics violation.

In this session, attendees will learn:

  • The one change to Facebook videos that took his content from a few hundred thousand views to over 14,000,000 (seriously, one change to the same video)
  • The behind the vanity metrics look at viral explosion to give you the true picture of analytics that should matter to your brand.
  • What one international brand did that Scott exposed and got them fined over $1,000,000.

 

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How to Get Promoted by Creating Less Content, not More

Time: 10:00 – 10:45 am

Speaker: Jay Baer, Convince & Convert

Location: Hope Ballroom D (Hilton Level 3)

Track: Content Creation

Details:

The answer to a world overflowing with content cannot be, MUST NOT BE “create more content.”

Volume is not your friend, nor a valid content marketing success metric. Join best-selling author and content marketing pioneer Jay Baer in a fast-paced, hard-hitting session that reveals the antidotes:

  • The 4 ways to fix your broken content
  • How to figure out exactly what content your audience wants from you
  • The lie that every content marketer tells themselves, and how to face the truth

And, you’ll learn how to spend less while succeeding more; a recipe for kick-assery you can throw on your boss’ desk when demanding your next promotion.

 

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Writing Secrets from Productive and Prolific Writers (the Jerks!): How to Create Better Content When No One Has Enough Time            

Time: 10:00 – 10:45 am

Speaker: Ann Handley, MarketingProfs, ClickZ, author

Location: Jr. Ballroom A

Track: Writing

Details:

Now-You is attending CMW ’17 to arm Future-You for 2018 success. So let’s inventory our situation, shall we?

Now-You knows that we’re in a new age of content marketing, where content quality beats quantity.

Can we sing Hallelujah!? Now-You shouts it out: “HALLELUJAH!”

Now-You knows that you can’t expect results if you just write real, real good. With grammar that’s as terrible as that last sentence, and without any regard for an authentic, engaging tone of voice and quality copy and all the things that inspire people to love you. (And all the things that inspire your writing soul.)

So how does Future-You ensure a steady flow of stuff… without sacrificing quality and authenticity and the integrity of the aforementioned soul?

How does Future-You go back to the office with a plan for 2018?

Future-You needs to come to Ann’s session so that you can learn tips, tricks, and inspiration to level-up your writing game. Specifically, you’ll learn:

  1. Why are some great writers prolific while others are seeming slackers who write only sporadically? Learn what the former group knows that you don’t.
  2. Best practices from famous writers from history—and from prolific modern content creators, too.
  3. Practical tools to help manage your writing, ideas, and workflow—even if you are allergic to words like “workflow.”

3 1/2: Bonus tip! How to say NO to your boss who wants MOAR BLOG POSTS NOW.

 

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What Marketers Can Learn from the 2016 Elections 

Time: 11:05 – 11:50 am            

Speaker: Tom Webster, VP of Strategy, Edison Research

Location: Grand Ballroom B

Track: Keynote

Details:

The 2016 US Presidential Election will go down as one of the most surprising elections in American History, leaving many around the world questioning what happened and what lessons we can learn about the electorate, data, and even the nature of consumer behavior. Edison Research VP of Strategy is not only a content marketer, but he has also worked with the sole provider of Exit Polling for US elections since 2004, and he has developed insights from that work that aren’t just relevant to politics, but also to content marketing. Webster will walk attendees through three surprising insights from Edison’s trove of election data that will lead to a greater understanding of consumers, and provide content marketers who are willing to do the work a true, sustainable competitive advantage.

 

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Advanced Analytics for Content Marketers             

Time: 11:05 – 11:50 am

Speaker: Pierre DeBois

Location: Grand Ballroom C

Track: Analytics & Data

Details:

Many content marketers struggle with applying analytics to help make better decisions on their content. This presentation shows how to develop segments and review content in Google Analytics (and how to tie decisions to their marketing – social media, digital marketing, etc.).

Attendees will learn:

  • How to derive new content ideas from analytics reports
  • How your analytics should be set – diagnostic concerns
  • Plugins that make reporting easier (Supermetrics)
  • Advanced tools – when should they be used (R programming)
  • When social media analytics is useful Latest trends influencing content marketing decisions

 

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Content Silent: Here Are All the Ways to Amplify Your Content Marketing the Right Way  

Time: 11:05 – 11:50 am

Speaker: Arnie Kuenn, CEO, Vertical Measures

Location: Jr. Ballroom B

Track: Content Distribution

Details:

When you create content for your website, it’s best to begin with the end in mind. Learn a solid approach and methodology to amplifying your content and gaining traction with a larger audience.

Participants will learn how to:

  • Conduct PR and Influencer Marketing
  • Bring an audience to your content via the top content distribution platforms
  • Put your content in front of your audience on the top content promotion platforms
    Measure your results

 

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Time to Leave the Lead-Gated PDF Behind: How More Engaging Content Can Transform Your Lead Gen and Accelerate Growth 

Time: 11:05 – 11:50 am        

Speaker: Aaron Dun, SnapApp

Location: Room 1

Track: Lead Generation

Details:

Marketers are in a race to the bottom — we rely too heavily on generic, lead-gated whitepapers for lead generation. It all looks and sounds the same, creating too much noise, overwhelming buyers. How do you break through? By creating engaging content that drives dynamic conversations, rather than a static, one-way flow of information.

Attend this session to get real insights on how to get more from your content and Campaigns. Key Takeaways:

  • Learn how to determine what content and campaigns you need to truly engage
    with your audiences
  • See how newer forms of content can create more value for buyers, drives
    engagement and helps accelerate leads through the funnel
  • Best practices for getting started — the resources, tools, and team required to
    execute – and 33 (-ish) content hacks you can put into practice right away

 

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The Future of B2B Marketing: Why To Think Like Disney and 6 Other Trends            

Time: 11:05 – 11:50 am

Speaker: Mike Weir, LinkedIn

Location: Room 3

Track: Agency

Details:

B2B Marketing is changing faster than most marketers appreciate and act. This session looks at 7 emerging trends in B2B marketing and challenges the audience to question conventional marketing wisdom and re-think how they build brand and generate revenue.

After this session you’ll leave with the following insights:

  • An appreciation for the true value of thought leadership
  • An admiration for the Disney model of “total merchandising” and how to apply it to your marketing
  • An approach to scaling your brand through your most valuable touchpoint: your employees
  • How AI & Machine Learning will impact your customer experience

 

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Selling to Small Businesses – How to Create Content that Generates More High-Quality Leads, Increases Profits, and Meets Your Sales Goals       

Time: 12:05 – 12:45 pm

Speaker: Dave Charest & Sydni Craig-Hart

Location: TBD

Track: Lunch & Learns

Details:

To be successful in marketing and selling to small businesses, even if you’ve never had a business yourself, you need to understand how small business owners think, how they make purchasing decisions, and how their business operations differ from those of larger companies. You can do that most effectively by speaking with real people (not the made-up personas developed in your conference room) and using those conversations to create content that helps individual business owners to be successful.

Attendees will learn:

  • How email marketing company, Constant Contact, focused on one customer to create content that attracted over 50,000 small business customers and prospects to the company
  • How to speak the language of small business owners and appeal to them on an individual level (even if you’re speaking to thousands)
  • How to position your products and services to solve specific pain points How to create a team of ambassadors to sell your products and services for you
  • The top 3 content marketing formats that are most effective for selling to small business owners

 

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Turning the Big Ship – An Inside View on a Global Content Marketing Program in a Large Enterprise             

Time: 12:05 – 12:45 pm

Speaker: Giuseppe Caltabiano, NewsCred

Location: TBD

Track: Lunch & Learns

Details:

The goal of the session is to provide an inside view of a global content marketing program in a large enterprise. How to go global with content marketing? How to move from a central single-language to a global multi-language content model? And how to avoid a global “debacle”? I will provide best practices, real (and exhilarating) examples, numbers and an inside unexpected view of what happens in a large enterprise when the company decides that it’s time to move to a global content marketing model.

Participants will:

  • Get an inside view of how a large enterprise manage a global content marketing program, with internal insights, anecdotes, stories
  • Learn best practices and real examples – what to do, what not to do when you go global
  • Learn how to pilot a global program and avoid that things will go wrong on a global scale; also get prepared to face situations where things that work in English speaking countries will absolutely not work in Europe and Asia!
  • How to select internal regional champions/hubs that will facilitate your model in geographies where you (and your team) have less influence

 

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Brands as Storytellers: Everything Brands Need to Know About Launching a Global Content Studio              

Time: 3:10 – 3:55 pm

Speaker: David Beebe, CEO, Beebe Content & Co

Location: Room 25

Track: Global Strategy

Details:

Consumers no longer engage with traditional interruptive marketing messages, but they will engage with content that adds value by entertaining or informing them. Brands looking to get consumers attention, must stop interrupting what consumers are interested in and become what they are interested in. Brands of all kinds and sizes have the opportunity to become storytellers with their own content studios. But what does that actually mean? Where do you start? And what are the different models?

In this session, two time Emmy Award winning Producer and Content Marketing Leader David Beebe, who AdWeek declared a “Branded Content Master who Makes it OK to Love Marketing” and AdAge named a “40 under 40 Forward Thinker in Marketing” will take you inside the inner workings of the changing media landscape, explain why brands are launching their own content studios, and the different models, types of content, processes, who to hire, content ROI, and how to build and scale a global team around the world dealing with different languages and cultural considerations. You’ll leave the session with enough real-world insights and information to understand which model is right for you.

 

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The Creative Myth: Three Scientific Laws to Create Hits     

Time: 3:10 – 3:55 pm

Speaker: Allen Gannett, CEO and founder, TrackMaven

Location: Grand Ballroom B

Track: Keynote

Details:

The standard view of creativity is one of constant brainstorming punctuated by sudden flashes of genius—it is not something you can be intentional or methodical about. This talk will disprove this, explain how mainstream hits actually happen, and provide three ways any marketer can increase their odds of creating one.

Attendees will learn:

  • The Creative Myth – The “Sudden Flash of Genius” model of Creativity is a myth that has been embellished for hundreds of years.
  • The Science of the Creative Curve – Trends occur when ideas are familiar but have just the right amount of novelty. We’ll explore relevant examples from marketing, pop culture, and art and explain the science behind why we adopt trends.
  • The 20% Principle – Creative geniuses experience numerous “aha moments.” What if there was a way to increase the number of these moments you have?
  • Putting the “Hit” in Hit Doctors – We’ll explore how creative achievement is not just the result of epiphany, but how pop stars and novelists use constraints such as patterns and formulas to simplify choices and reuse formats they know will work. We’ll walk through formulas that marketers can apply to their own jobs and increase their odds of success.
  • Data-Driven Content – The best innovators go through data-driven cycles to iterate their creative products and find a fit with their audience. We’ll explore how anyone can use data to improve their odds of connecting with an audience.

 

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How to Improve the Quality of Your Social Media Writing NOW

Time: 3:10 – 3:55 pm

Speaker: Josh Bernoff, author

Location: Jr. Ballroom A

Track: Writing

Details:

Social media writing that works in today’s noisy on-screen environment is brief, pointed, front-loaded, and easy to scan. I’ll explain how to master the discipline of writing for on-screen readers, why it’s hard, and how to master the drafting process in collaborative corporate environments.

You’ll learn to:

  • Maximize the number of meaningful words in what you write.
  • Write blog posts that draw readers in with a title and two sentences.
  • Post effectively in both customer-facing and internal social networks. Promote your products without sounding like a bullshitter.

 

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How to Use Improv Techniques to Improve Your B2B Storytelling

Time: 3:10 – 3:55 pm

Speaker: Tim Washer, comedian

Location: Room 4

Track: B2B Strategy

Details:

John Cleese preaches that creativity is not a skill set, but a way of operating. By applying four principles from improv theater, every marketer can become an idea factory.

Takeaways:

  1. How to get your team into the “open state” to create concepts on the fly; and steps for low-budget, same-day production.
  2. A list for sources of inspiration for mini-documentaries, humorous webisodes and other videos that connect emotionally with your audience.
  3. Simple, alternative approaches to the “talking head” video; ideas for recruiting customers and influencers; and successfully navigating the approval process.
  4. The 5 small mistakes that kill a video’s chance of getting shared.

 

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Better Mousetraps: A Content-Driven Approach to Conversion Optimization

Time: 3:10 – 3:55 pm

Speaker: Andy Crestodina, co-founder & Strategic Director, Orbit Media

Location: BrightEdge Stage

Track: Mobile & eCommerce

Details:

Driving traffic is hard work. And it’s wasted work if your site doesn’t convert your visitors into leads and customers. So why do visitors take action? What makes them stay, read, believe and click?

This presentation is a breakdown of the major conversion factors in terms you haven’t heard before. And it begins and ends with content. Andy has helped plan more than 1000 websites over the last 16 years. For the first time, he will show the process for conversion optimization through content.

  • Why most websites fail today, according to 12 years of research
  • How and where to use the two kinds of evidence
  • How to create a conversion map that guides visitors thoughts and action

You’ll leave with a new insights into the psychology of you visitors and new ideas on which changes to your site will make an immediate impact.

 

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Post-Sales Content and the Future of Marketing: The Bridge Between Buy and Advocate

Time: 4:15 – 5:00 pm

Speaker: Andrea Ames, founder and CEO, Idyll Point Group

Location: Room 25

Track: Global Strategy

Details:

Are your marketing priorities focused primarily on the traditional “get sales” mantra? Or perhaps the holy grail of customer advocacy is in your sights? Maybe you’re hoping for both sales and advocates and are discouraged by the challenges of attacking two seemingly unrelated goals. If this sounds like you, you’re not alone.

Luckily, the answer is simple — not easy, but simple. The simple part: The experience with the product and the product content is the bridge that closes the gap between a customer purchasing your product and that customer advocating for the product. The not-easy part: You likely don’t own the post-sales customer experience.

Join Andrea in this session as she throws down a controversial gauntlet: Post-sales product content is not only the most critical key to solving this problem but also the future of marketing. WHAT?! If that’s the case, how do you ensure that this content is satisfying the needs of marketing? Andrea’s going to discuss that, too! In this session, she will discuss:

  • The right environment to ensure a customer experience that drives sales and advocacy
  • The critical components of that environment for measurably impactful content
  • The skills needed to lead and drive the creation of that content

 

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Deconstructing Purpose-Focused Content

Time: 4:15 – 5:00 pm

Speaker: Russell Sparkman

Location: Grand Ballroom B

Track: Keynote

Details:

Mindfulness, meaningfulness, empathy and compassion are powerful tools in the content marketers toolkit for tapping into content that matters for improving people’s lives and businesses. In “Purpose-focused Content: Deconstructed” I will unlock the steps, strategies, tactics, politics and culture of producing and distributing purpose-focused content marketing, drawing upon the work of top brands such as Starbucks to demonstrate this is the way forward for many brands.

Session attendees will:

  • Return to their places of business inspired to up their content game by focusing upon “content that matters.”
  • Learn what questions to ask, and what nooks and crannies to explore, to uncover opportunities to produce purpose-focused content that will align with their brand, please their executive teams and resonate with customers and stakeholders.
  • See exactly why storytelling as a glorified way of talking product or service features and benefits doesn’t work and that “real” storytelling connects by touching upon real people, doing real thing.
  • See how purpose-focused content drives desirable metrics and should not be relegated to a “feel good” tactic that is done only when time and money allow.

 

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How to Document and Test Your Content Marketing Strategy Around the B2B Customer Experience

Time: 4:15 – 5:00 pm

Speaker: Scott Lum

Location: Room 4

Track: B2B Strategy

Details:

Content marketing becomes increasingly more complex as it is integrated across the customer journey, within various parts of the company and takes on more revenue responsibilities. In this session we’ll look at how to ground yourself by documenting your process including creating a customer-centric content strategy, competitive content analysis, developing a content playbook, optimizing touch points along the customer journey and documenting best practices through A/B testing.

 

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How to Create a Messaging Framework that Resonates

Time: 4:15 – 5:00 pm

Speaker: Pam Didner, author

Location: Hope Ballroom D (Hilton Level 3)

Track: Content Creation

Details:

As a marketer, the two most frequently asked questions by your team tend to be “how much budget do we have?” and “how do we position our products and services?” You may not be in control of your budget, but you can uniquely differentiate your products and services.

Pam Didner will share a simple process to help you rationalize your value propositions across product/service lines and bring clarity to your sales and marketing teams. She will discuss features vs. benefits, messaging vs. value propositions and taglines vs. slogans. This process will help you decode product features and benefits, identify customers’ needs and map them together to create a framework that your team can use to create content.

After the session, you will be able to:

  • comprehend the benefits of a messaging framework
  • understand the steps needed to create value propositions
  • tie product features and benefits to customers’ pain points and challenges.

 

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It Doesn’t Have to Be an Uphill Battle: Decoding Data to Prove Your Content Mission

Time: 4:15 – 5:00 pm

Speaker: Bryan DeLuca & Lauren Leetun

Location: Hope Ballroom A-C (Hilton Level 3)

Track: Native Advertising

Details:

As a media organization primarily driven by catalog sales, Globalspec needed to reengineer the deliverables offered to clients in the digital age. Content marketing seemed like the silver-bullet answer, but developing a content program meant educating internal staff, marketing, customers and the sales force on the benefits of a strategic content marketing effort. It was crucial to show these audiences the data to support the importance and impact of content in the marketing mix. In this presentation, attendees will learn:

  • The critical factors for measuring engagement,
  • How to get more money for content marketing,
  • The importance of nurturing once a lead lands in your ecosystem.

 

_____________________________________________________________________

 

FRIDAY, SEPTEMBER 8

 

Do they Love You Enough to Buy Your Stuff? How Smart Content Marketers Walk the Fine Line Between Free and Gated Content

Time: 8:00 – 8:45 am

Speaker: Trish Witkowski, YouTube sensation

Location: Room 3

Track: Audience Building

Details:

Trish Witkowski is a niche celebrity of sorts—with millions of views and nearly 20,000 loyal subscribers to her strangely-addictive YouTube series “60-Second Super-Cool Fold of the Week.” And while free content put her on the path to international fame, she’s got a business to run, with products to sell. So, do her fans love her enough to buy her stuff? Hint: maybe love isn’t the answer at all. Join Trish as she shares the secrets of how she discovered a sales edge with her content, and turned soft-sell strategies into cold, hard cash.

Key takeaways:

  • Learn how to build a rabid fan base, and get closer to the right customers
  • Hear Trish’s story, and stories from other companies who have found their sales edge through soft-sell strategies
  • Understand how to play a smarter sales game with your content

 

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What to Do When You Run Out of Content Ideas? (Do What Journalists Do)

Time: 8:00 – 8:45 am

Speaker: Michelle Park Lazette, Journalist

Location: Room 1

Track: Back by Popular Demand

Details:

The session will impart practical ways to dig up fresh, differentiated ideas like reporters do and will identify tried and true storytelling methods (with PLENTY of real-world examples). Attendees will leave with story ideas of their own and many approaches to storytelling that they can start using tomorrow.

Participants will learn:

  • The only ideas worth turning into content are those that are relevant to your audience, that are timely, and that matter.
  • Four keys to building rich, thorough, and fresh content are your organization’s people, industry-wide context, numbers, and external voices.
  • Impressive storytelling is rooted in focus, creativity, and thoughtful construction, and really, anyone who’s committed to doing it can get good at it.

 

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How to Build and Maintain an Audience with a Remarkable Email Newsletter

Time: 8:00 – 8:45 am

Speaker: Scott Monty, CEO and co-managing partner of Brain+Trust Partners

Location: Room 4

Track: Back by Popular Demand

Details:

Email newsletters. Love ’em or hate ’em, you probably subscribe to quite a few. Have you ever stopped to consider some of the reasons you remain faithful to each? There are some common elements there. And as you think about the usefulness of an e-newsletter to your business, you’ll probably want to understand how to make one that not only gets subscribers, but how to get people talking about it.

In this session, Scott Monty, the main force behind the industry-acclaimed newsletter The Full Monty, will give you insights on how to find a topic, communicate the value, find your audience, and keep nurturing your creation. What’s more, he’ll also take you behind the scenes on exactly what goes into putting his newsletter together every week.

 

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Zombies All Look the Same: Using Identity-Based Content Strategy to Standout

Time: 9:00 – 9:45 am

Speaker: Melissa Eggleston, content strategist

Location: Room 5

Track: Content Strategy

Details:

Content marketing people must understand how identity problems often lead to communication failures and cause businesses to look like zombies. By learning from case studies and exclusive interviews with companies such as Charles Schwab, discover how to standout from the crowd using your identity and prevent deadly mistakes.

Attendee takeaways:

  • Learn why you should stop talking about your brand and focus instead on your identity
  • Discover identity problems that commonly lead to communication failures
  • Prevent zombie-like behavior by tackling the common zombie trait of being indistinguishable from your competition
  • Learn how to keep identity front of mind during your content development process for standout content

 

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Structuring Content for Dynamic Storytelling​

Time: 9:00 – 9:45 am

Speaker: Carrie Hane, Tanzen

Location: Room 4

Track: Back by Popular Demand

Details:

Structured content allows you take blocks of content and break them down into smaller chunks, which can be reused, remixed, restyled, and repurposed. Like tangram puzzles, the chunks can be put together in different ways to tell your story from varying perspectives within a website or across platforms and channels.

Attendees will:

  • Learn how structured content allows you to tell different stories without rewriting content
  • See how structured content supports user-created journeys through your content
  • Learn how structured content allows you to better influence how others tell your story

 

To add to all these great sessions, Hileman Group is proud to be a sponsor of the Future Trends track on Thursday, September 7th! Look for us there – we just might have a fun giveaway!

 

 


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