Content Marketing World 2018 - Session Scheduler

View, browse and sort the ever-growing list of sessions by pass type, track, and level. Filter by pass type to see which sessions your pass makes you eligible to attend.

Our CMWorld 2018 Mobile app is launched so you will be able to build your schedule there with just a click of a button. While choosing breakout sessions is not required, sessions do fill up fast. And seating is first-come, first-served, so it is a good idea to plan out your schedule ahead of time.

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Please note that session dates and times are subject to change.

Industrial Manufacturing Lab: Applying Content Marketing Best Practices to the Challenging Audience of Engineers


Rebecca Geier (CEO and Co-Founder , TREW Marketing)

Douglas Burdett (Founder/Principal, ARTILLERY)

Maureen Thormann (Section Manager, Content and Information Experience, National Instruments)

Megan Verkamp (Marketing Manager, LHP Engineering Solutions)

David Smith (VP Sales & Marketing, ATL Technology)

Location: Room 20

Date: Friday, September 7

Time: 10:00am - 3:00pm

Pass type: All Access, Industry Lab/Summit, Main Conference Plus - Get your pass now!

Session Type: Industry Lab/Summit

Vault Recording: TBD

Audience Level: All

The majority of the engineer's buyer journey occurs online today. You already know this. But are you thinking of this in terms of your buyer? Your competition? Your buyer's search is where your competition begins. Who's going to win their click – you or your competitor? If you win the click, and the buyer comes to your website, what will they find? Content about your products or their pain? Will they stay? Will they find your content valuable enough to start a relationship with you?

To be perceived as authentic, differentiated, valuable and expert, and win in today's content marketing competition, you have to have the smarter content plan. That means:
• Understanding the players in the purchase decision better than ever and ensuring you have content along-the-funnel for each of them
• Being smarter than ever with your approach to SEO
• Going deep on a few topics instead of wide on many
• Calculating and tracking data to know the cost and impact that content is having on your marketing and sales pipeline.

In this workshop, we'll introduce attendees to a smarter approach to content planning using content clusters, and guide you through the step-by-step process to develop your content-along-the-funnel plan by persona. We'll also share case studies of technical companies using this smart content marketing approach and the results they're realizing.

Join other manufacturing marketers for this collaborative, hands-on lab that will guide you to develop a smart content plan and win the content marketing competition for the engineer's click, and heart.

10:00am - 11:00am
Opening Hour (Introductions, Session Goals, Attendee Overview, Great Changes in Marketing to Engineers

11:00am - 12:00pm
Panel Discussion: Lessons From Our Comrades

12:00pm - 12:30pm

12:30pm - 1:00pm
Group Share: Panel Takeaways

1:00pm - 1:30pm
Buyer Personas Overview & Exercise

1:30pm - 2:00pm
Pillar Page & Content Clusters Overview & Exercises

2:00pm - 2:15pm

2:15pm - 2:45pm
Pill Page & Content Clusters Overview & Exercises (cont.)

2:45pm - 3:00pm
Wrap-Up: Lab Takeaways, Personal Action List