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7 Content Marketing World Sessions You Can’t Miss

10 min read

This year’s Content Marketing World (CMW 2021) is all about sharing experiences, connecting community, and creating partnerships. With 225 exceptional speakers providing over 123 hours of keynote, sessions, networking, and entertainment, it’s hard to make a shortlist. But we’ll give it a shot. Here we go!

Content Upgrade Strategy: Your Key to Converting Demand Into Buyers

Jeff Coyle  (Co-Founder and Chief Strategy Officer, MarketMuse) LinkedIn, Twitter

You are creating a lot of demand through your top of funnel content, yay! You are educating your audience, answering their questions and building trust, double yay! Now you want to convert that demand into expressions of interest.

How do you elegantly introduce your product with commercial content? What content is best to introduce and when? This session will take a deep dive into using the buyer’s journey and intent research to master your content upgrade strategy.

Jeff Coyle is a data-driven search engine marketing executive with more than 20 years of experience in the search industry managing products and website networks. Jeff is the Co-Founder and Chief Strategy Officer for MarketMuse, where he is focused on helping content marketers, search engine marketers, agencies and e-commerce managers build topical authority, improve content quality and turn semantic research into actionable insights. Before joining as Co-Founder at MarketMuse, Jeff owned and operated his own inbound marketing consultancy and managed the Traffic, Search and Engagement team for TechTarget, a leader in B2B technology publishing and lead generation.

Why You Should Attend

If you want to identify the gaps in your content throughout the funnel, leverage user intent at scale, get more from your organic traffic, and encourage more conversion with content upgrades, then this breakout session is for you!

Create A Scalable Global Content Marketing Strategy in 7 Steps

Pam Didner  (B2B and Tech Marketing Consultant, Author and Speaker) LinkedIn, Twitter

In this workshop, Pam Didner simplifies the process and explains the steps attendees need to take to develop a global plan. She’ll discuss the collaboration between an organization’s headquarters and the regional team, the needs of creating global vs. local personas and budget allocations for content creation and promotion. Here you will learn to:

  • Identify key factors to consider before creating a content marketing strategy
  • Follow a step-by-step framework to create cross-regional content marketing plans
  • Use, customize and modify the content marketing plan template
  • Write business objectives and marketing strategy statements
  • Create a global content marketing plan that is actionable

Pam Didner is a B2B marketing consultant, writer, podcaster, speaker and author. She trains, coaches and provides strategic guidance on sales enablement, account-based marketing, and sales and marketing integration for enterprise and technology companies. Strategic in nature and tactical in execution, Pam specializes in sales, marketing and internal/external communications consulting, keynote presentations, corporate training and planning sessions.

Why You Should Attend

Pam is a wealth of knowledge, which she demonstrated during a MarketMuse webinar on Sales and Marketing Alignment. Creating a content marketing strategy isn’t easy and it’s even more challenging when it needs to scale globally. Pam’s approach is very practical and we’re excited to learn more about her step-by-step framework.

From Keyphrases to Content: The SEO Workshop for Hands-on Marketers

Andy Crestodina  (Co-Founder/Chief Marketing Officer, Orbit Media Solutions, Inc.) LinkedIn Twitter

This workshop is a hands-on approach to keyphrases and everything that goes with them:

  • How to research keywords and understand visitor intent
  • Evaluating competition and keyphrase difficulty
  • Creating the content that indicates it relevance and wins for the phrase

We’ll share examples, good and bad, of keyphrase performance in the real world. Having researched thousands of phrases over 20+ years, we’re sharing our most effective approaches. Improve this skill and you’ll be forever more prepared to write and rank well for the rest of your marketing career.

Andy Crestodina is the co-founder and Chief Marketing Officer of Orbit Media, an award-winning 40-person digital agency in Chicago. Over the past 20 years, Andy has provided digital marketing advice to 1000+ businesses. He speaks at national marketing conferences and writes for big marketing blogs. Andy has written 470+ articles on content strategy, search engine optimization, influencer marketing, conversion and Analytics.

Why You Should Attend

In addition to being an engaging speaker, Andy has a wealth of practical advice that he dispenses with ease. As he says, keyphrase research is “step zero in SEO.” So you want to get this right from someone with the experience and know-how to do so.

AI is for Analysis and Insights: Using Three AI Analytic Models

Val Swisher  (CEO, Content Rules, Inc.) LinkedIn Twitter

Val Swisher

AI is changing the landscape of how we collect, analyze, and make decisions based on analytics. In this session, Val will decipher the complexity of three types of analytics: descriptive, predictive, and prescriptive. You’ll see examples of each type and learn when to employ each type. In addition, this session will cover algorithmic bias: what it is and how to avoid it. At the end of this session, you’ll will:

  • Understand the differences between descriptive, predictive, and prescriptive analytics
  • Know when to use each analytic method
  • Learn about algorithmic bias and how to avoid it

Val Swisher is the Founder and CEO of Content Rules, Inc. Val enjoys helping companies solve complex content problems. She is a well-known expert in content strategy, structured authoring, global content, content development, and terminology management. Val believes content should be easy to read, cost-effective to create and translate, and efficient to manage.

Why You Should Attend

We have a soft spot for all things related to AI. What can we say? Plus, we think it will be a useful session for any content marketer interested in using AI-driven data.

How to Be Creative in Ways That No AI Can

Jason Miller  (Senior Director, Brand Marketing, ActiveCampaign) LinkedIn, Twitter

Jason Miller

If we’re to thrive in the age of AI, we have to explode some of the mystique that marketing and other professions have built up around creativity. Because myths they definitely are. Although creativity is not a technical skill related to a specific task, tool or role, it is most definitely a skill. It can be developed, practiced and enhanced. Attend this breakout session, where you will:

  • Learn how to focus your creativity where it matters
  • How to recognize the value of creativity
  • Learn to define the role of creativity in what you do
  • How to stay inspired and control your inner critic

Jason Miller is the Senior Director of Brand Marketing at ActiveCampaign. Previously he was Head of Brand at Microsoft and before that Global Head of Content and Social Marketing for LinkedIn. He’s a prolific keynote speaker, digital marketing instructor at the University of California, Berkeley, and best-selling author.

Why You Should Attend

This session resonates very deeply with us. We’re building an AI-powered content research, intelligence, and writing platform that helps content strategists, marketers and creators do more, faster, and better. We’re not replacing humans. Instead we’re augmenting their capabilities by focusing on what machines do best, analyzing large amounts of data quickly. That frees up time for humans to do what they do best – be creative.

Build a Winning Content Strategy with these 5 Frameworks

Ali Orlando Wert  (Senior Manager, Inbound Marketing, SmartBugMedia) LinkedIn Twitter

In this session, we’ll explore six messaging and content strategy frameworks, the pros and cons of each, and how you can blend them all together into one comprehensive, repeatable strategy for outstanding results. Key Takeaways:

  • From StoryBrand to “Jobs to Be Done,” learn about popular messaging frameworks and how to apply them to your content strategy
  • Discover the gaps in current content strategy planning and why a new framework is needed
  • Explore a new audience-focused framework for content strategy planning
  • Bring all the pieces together and come away with an audience-centric playbook for developing outstanding messaging, positioning, content strategy, and a content plan

Ali Orlando Wert is an award-winning marketing leader passionate about building loyal audiences and driving measurable results through content marketing. Ali built a content marketing program from scratch at Frontline Education that was recognized as the Project of the Year and Best Content Marketing Program by the Content Marketing Awards.

Why You Should Attend

Two of our most favorite words, content strategy, and a topic breakout session led by a very capable practitioner. Who wouldn’t want to attend this?

Automation and Creative Aren’t Enemies: Structuring Content for Scalability and Personalization

Noz Urbina  (Omnichannel Content Strategist, Urbina Consulting & OmnichannelX) LinkedIn Twitter

This session looks at how structure and great creative can work together to support scalable, omnichannel strategies. We’ll take lessons from diverse fields and real projects to see how great art often colors within the lines, provided the lines are well drawn. Participants in this breakout session will:

  • Get a very simple introduction to structure that will prepare you for the modern web.
  • Bridge the gap between technical content strategy needs and creative design work.
  • Learn from real examples of projects that have managed to get the best of both worlds in terms of great creative and scalable content.

Noz Urbina has been working in what we now call “multi-” and “omnichannel” content strategy for over two decades. In that time, he has become a globally recognised leader in the field of content and customer experience. He’s known as a pioneer in customer journey mapping and adaptive content modelling for delivering personalised, contextually-relevant content experiences in any environment.

Why You Should Attend

Noz has “been there done that,” so to speak. And we say it with the utmost respect. He was doing omnichannel content strategy before they even had a name for it! So who better learn from?

Building a Content Strategy That Connects With Your Buyer at Every Stage of the Buyer Journey

Jennifer Harmel  (Chief Operating Officer and Principal, ANNUITAS) LinkedIn 

Jennifer Harmel

Unfortunately, even though they’re operating against a planned content calendar, most businesses are randomly creating content and serving it via a series of loosely connected campaigns. When that happens, it’s impossible to consistently reach your buyer in the right place, at the right time, with the right message.

To overcome this challenge, companies need to align content strategy with the buyer journey. Shift your content marketing efforts away from loosely planned campaigns to an intentionally orchestrated conversation along the entire buyer journey. Attend this session to:

  • Uncover what your buyer journey looks like
  • Understand how content can support the key interactions that drive decision-making
  • Make a plan for sustainable, intentional content engagement

Why You Should Attend

With 25 years of experience, Jennifer knows a thing or two about demand generation. It’s easy to get caught up with day-to-day content tasks. We’re looking forward to learning how to step back and create content that supports the important actions that lead to favorable decisions.

Head over to the Content Marketing World Registration page if you haven’t already registered.

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