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.

Content repurposing through PR – How to use an earned media approach to get more from your owned media

Michelle Garrett  (Consultant , Garrett Public Relations)

Location: Room 151A

Date: Thursday, September 28

Time: 3:35 pm - 4:15 pm

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

Audience Level: Beginner

Conference Theme: B2B

Session Type: Session

Track: Content Management & Optimization

Vault Recording: TBD

Audience Level: Beginner


While LOTS of content is created, much of it may not get the attention it deserves. With more than 7.5 million blog posts being published each day in 2023 (via Earthweb Jan. 2023), how does your content stand out? Meanwhile, the average cost of a B2B content asset can be thousands of dollars. But - are enough people seeing or reading the content you work so hard to create? If you want more potential prospects to consume your content, using PR (or earned media) is one way to increase its visibility. This session will teach you how to leverage an earned media approach to get more attention for your owned media (= content). We'll cover how to decide which pieces of content make the best candidates to be pitched as earned media, as well as best practices for reaching out to journalists and publications who may be interested in publishing your owned media. We'll also discuss what to do once you secure earned media coverage. We'll address these points and more in this session that will provide strategies, tips and tools so that you can make the most of every piece of content you create.


  • You will learn why you might want to consider leveraging your owned media (= content) as earned media (= PR).
  • You will learn how to evaluate your owned media to determine which pieces are potentially the best candidates to leverage as earned media.
  • You will learn how to reach out to publications and journalists who may be interested in publishing your owned content including what to do – and what NOT to do.
  • You will learn how to make the most of each piece of media coverage once you've earned it.
  • You will walk away with actionable advice along with tools to help you get the job done.