The State Of Content Marketing in 2020 – Content As a Business Strategy (Marketing Futures Series)

This event is over.

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 business trying to communicate more effectively. Yes, the entire practice of marketing has changed – again. And our ability to create and manage content is at the center of all this change. So, if it’s such an important part of the equation, why – in 2020 – 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 strategy, and understand what it is we’re actually solving for. In this session, we’ll go through the latest research from CMI on Content Marketing, 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 strategy.

After this session, attendees will be able to:

Use a key framework to assess the purpose of their 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