Schedule Viewer 2023

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.

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Boost your B2B Content with Original Research

Stu Richards  (CEO, Bredin)

Sharifah Niles-Lane  (Senior Vice President, Head of Enterprise Social Media and Content Strategy, Citizens)

Location: Room 146B

Date: Thursday, September 28

Time: 11:05 am - 11:45 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 Development/Writing

Vault Recording: TBD

Audience Level: Intermediate

Writer

Business owners trust the guidance of their peers more than any other source of advice on what products and services to buy. Conducting research and then providing this peer insight via content lets you take advantage of business owner's desire to learn from and benchmark against their colleagues – and can supercharge your content performance. In this session, you'll discover how research-based insights can drive a content marketing campaign that helps convert small and midsized business (SMB) prospects into customers.

Takeaway

  • Why research-based content overperforms with SMBs
  • Ideas for using research to understand buyer concerns and business priorities
  • The content formats that work best at each stage of the sales cycle
  • Best practices for incorporating research data into compelling B2B content and social media campaigns
  • Real-world examples of ways B2B marketers are using research to engage prospects and customers