Schedule Viewer 2023
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The 2024 CMWorld Agenda is coming soon! Below you’ll find the 2023 Agenda including topics, speakers, and tracks. Check back soon for 2024 speaker and schedule announcements.

Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.

Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.

At long last: the perfect client brief

Koen Denolf  (Strategist - author - keynote speaker, The Fat Lady)

Location: Room 144

Date: Wednesday, September 27

Time: 10:30 am - 11:10 am

Pass Type: All Access Pass, Main Conference Plus, Main Conference, Digital Pass - Get your pass now!

Audience Level: Intermediate

Conference Theme: B2B

Session Type: Session

Track: Content Planning & Operations

Vault Recording: TBD

Audience Level: Intermediate

Too many projects fail because of bad client briefs. This session will help both agencies and clients to see and understand the essentials of a good client brief in content marketing. You will be able to ask the right questions and separate the chaff from the grain in terms of what will benefit and harm a project.

Both clients and agencies seem to think that as much information they get, the wiser they get and the better the result will be. Unfortunately, this is seldom the case. These are some of the levers I will dive into to make you better prepared for your next briefing:


  • Select only KPI's you can influence with content marketing.
  • Convince your client that reducing their client to a mixture of 'the Jester' and 'the magician' in Jung's archetypes, is pointless.
  • 90% of the information you get is redundant; select the information you NEED and get rid of the rest.
  • Communication is key, keep talking till you both, as a client and agency' are on the same level.