September 26-28, 2023
Washington, D.C.
September 26-28, 2023
Washington, D.C.
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.
You Can Do Both: Drive Thought Leadership... And Sell Products
Christine Michel Carter (Director of Content Marketing Strategy, Lexia Learning)
Location: Room 151A
Date: Wednesday, September 27
Time: 11:20 am - 12:00 pm
Pass Type: All Access Pass, Main Conference Plus, Main Conference, Digital Pass - Get your pass now!
Audience Level: Beginner
Conference Theme: B2C
Session Type: Session
Track: Content Creation & Development
Vault Recording: TBD
Audience Level: Beginner
At its core, content marketing is not about pushing products the way traditional advertising does. It’s about educating, building trust, and creating life-long fans of your brand – and, ultimately, creating revenue. This session will help you understand how to balance the need for thought leadership and product awareness. You’ll hear compelling case studies illustrating the difference between a thought leadership claim and a product claim. You’ll also gain an understanding of how content marketing leaders manage cross-functional teams to develop both and overcome potential challenges and risk.
Takeaway
- How to develop a cross-functional content board to discuss strategy regularly.
- How to ground claims with data.
- How to have a discussion with executive sponsors about their appetite for risk.