The next evolution in content marketing is here, and marketers aren’t in charge. Customers are. Instead of moving through a traditional linear funnel, or engaging in a looping decision journey, customers are choosing their own adventure, charting their own path across all channels. As marketers, we must think several steps ahead of customers and prepare content that delivers the right message, no matter which path they stumble upon.
In this session, we’ll explore the new rules of creating a content strategy when every interaction relies on content, every channel is a touch-point, and every person is on their own journey.
- Content Playground framework to map content to conceptual, strategic, and tactical depth vs. traditional funnel stages
- Real-world examples of B2B companies taking an integrated approach to content strategy
- Metrics and measurement across channels and throughout the buyer’s journey
Content Strategy Lead
01:50PM - Day 1