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.

Reach the Next Level: How to Scale a Content Marketing Program and Avoid the “Sophomore Slump"


Will McKenna (Vice President, Capital Group)

Location: Room 19

Date: Thursday, September 6

Time: 12:05pm - 12:50pm

Pass type: All Access, Main Conference, Main Conference Plus - Get your pass now!

Track: Lunch & Learn

Session Type: Breakout Session

Vault Recording: TBD

You’ve stood up an owned property…so now what?

We’ve all seen it happen: A new quarterback comes in with great fanfare, only to fade into obscurity after that first glorious season. A new band bursts onto the scene with a first album they’ve been polishing for years, only to release a follow-up that lands with a thud.

The sophomore slump is a danger for content marketers, too. How do you grow your thought leadership program after the excitement surrounding its initial launch fades? With the increased adoption of content marketing programs how do you avoid the perils of plateauing and accelerate growth? How do you add more platforms and channels without losing focus and overwhelming your team?


In this session, we will tackle these burning questions, and you’ll walk away with strategies and tactics to stand out from your competition and win.

1. How to grow a loyal and engaged audience.

2. How to optimize distribution with the right mix of paid, owned and earned activation.

3. How to continue gaining buy-in among senior leadership and secure the budget and resources that you need. If you think getting an initial approval to launch your content marketing program completes your buy-in, think again. Gaining buy-in across your organization is a process, not an event. Learn how to become a “CMO whisperer” by establishing an ongoing buy-in process along with which KPIs really make the difference to the top brass.

4. Storytelling best practices: from formats to frequency, how to truly partner with and serve your audience.

5. How to grow a thriving newsroom in an enterprise.