Exceptional Content: Challenging the Conventions of Content Marketing

Thursday 3:30pm-4:15pm

Exceptional Content: Challenging the Conventions of Content Marketing

Speaker: Doug Kessler | Co-founder and Creative Director, Velocity Partners

Content Marketing was so successful because it didn’t look and smell like marketing. Now, it’s starting to look and smell like marketing again. And people hate marketing. They don’t trust it. They resent its intrusion. And so the Marketing Defence Barriers go up. And your content is filtered out.

Our job as content marketers is to make content that doesn’t shout "MARKETING!”. To do that, we need an intimate understanding of the conventions of marketing—and now, of content marketing—so that we can bend and break them.

Join us for this fascinating talk as we expose some of the explicit and implicit conventions of content marketing and the power that comes with breakiing those conventions.

At the end of this session you will be able to:

  • Expose the hidden conventions of your market and your company
  • Explore ways to bend or break those conventions to create exceptional work
  • Use content to earn the attention and trust of your audience
  • See how top content marketers are breaking invisible rules to make great work