Killing Marketing: The Great Content Marketing Reboot

Friday 9:30am-10:15am

Killing Marketing: The Great Content Marketing Reboot

Speaker: Robert Rose | Chief Strategy Advisor | The Content Advisory

You’ve seen the recent headlines: "B2B Businesses Struggle with Digital Content,” "Content Marketing is Too Expensive," or "Content Marketing Takes Too Darn Long For Little Reward." Well, the truth is, those headlines are mostly true.

But they don’t have to be. Marketers can transform strategic content into something that actually helps the company become more profitable.

Let’s reboot, and peel back the covers of what’s actually going on with successful B2B content marketing approaches in today’s digital world. Let’s take a hard look at the actual business strategy of content marketing and how we might fix content marketing and get to real, demonstrable, and profitable value to our business.

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

  • Integrate content marketing into you brand, demand generation, and account-based marketing strategies

  • Create a business case and a measurement strategy for B2B content marketing

  • Understand how real B2B companies are making content marketing work as a business strategy

Suggested Attendee Level: This is an intermediate to advanced session and is recommended for leaders of marketing teams in B2B organizations.