2026 Agenda

 

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A Content Calendar is Not a Growth Strategy: How to Build a Content Growth Engine

Karen Hopper  (Vice President, Paid Media, Precision Strategies)
Date: Monday, October 5
Time: 2:45 pm - 3:15 pm
Pass Type: All Access, 3-Day, 2-Day, Digital - Get your pass now!
Session Type: Session
Audience Level: Intermediate
Track: Marketing Core Concepts
Vault Recording: TBD
Audience Level: Intermediate
Karen Hopper

Content teams are some of the most organized people on the planet. We have editorial calendars, production workflows, and publishing schedules that keep content flowing seamlessly across social media, Substack, Youtube, podcasts, and more.

But many organizations still struggle with a fundamental challenge: their content programs aren't driving measurable business growth.

As digital discovery evolves across search, social platforms, communities, and emerging AI interfaces, content programs increasingly need to do more than publish regularly: they need to be designed to reach the right audiences, generate engagement, and support core business outcomes.

Drawing on lessons from leading growth marketing for companies of all sizes and experimentation-driven teams, attendees will learn how to connect content planning with distribution strategy, testing frameworks, and performance insights. The result is a content program that not only produces high-quality work but also scales reach, engagement, and impact.

Takeaway

  • Expand content planning beyond publishing schedules: Build strategic frameworks that connect editorial calendars to audience growth and business outcomes.
  • Plan distribution alongside content creation: Develop a "distribution-first" mindset so every piece of content has a clear path to its audience.
  • Introduce experimentation into content programs: Use structured testing to improve formats, headlines, channels, and messaging over time.
  • Connect content metrics to meaningful impact: Measure success using indicators that reflect audience growth, engagement, and conversion.
  • Strengthen collaboration across marketing teams: Align content, growth, and performance teams around shared goals and insights.