Keynote:Reinventing content marketing: the 2020 business strategy

Tuesday, March 3, 2020
9:25 AM - 10:05 AM

It’s 2020. There is no doubt that we have moved into a new era of marketing. Automation, algorithms, data, privacy, and always-on are the priorities for today’s marketer. Yes, the entire practice of marketing has changed – again.  And content is at the center of all this change. So, if it’s such an important part of the equation, why is the struggle to measure the effectiveness of content such a struggle for the business? It’s because we’re measuring precisely the wrong thing: the content. Let’s reboot the whole notion of content marketing, and understand what it is we’re actually solving for. In this session, we’ll discuss the business model of content, and walk step-by-step on how to develop the optimal business purpose and focus for a truly measurable content marketing strategy.

After this session, you will be able to:

  • Use a key framework to assess the purpose of your current and future approach to content marketing

  • Implement a usable approach to measuring audiences as the means of proving the worth of content as a strategic approach

  • Replicate examples of companies actually achieving strategic, and measurable business value through the use of content-driven customer experience


Cathy McKnight
VP Strategy & Consulting
The Content Advisory

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