Coming Soon On Demand
A Content Calendar is Not a Growth Strategy: How to Build a Content Growth Engine
Karen Hopper (Vice President, Paid Media, Precision Strategies)
Location: Room 201
Date: Monday, October 5
Time: 2:45 pm - 3:15 pm
Pass Type:
All Access, Digital, CMWorld 2-Day, CMWorld 3-Day -
Get your pass now!
Session Type:
Session
Track:
Marketing Core Concepts, CMWorld
Vault Recording: Video
Content teams are some of the most organized people on the planet, with editorial calendars, production workflows, approval processes all built to keep content flowing across multiple formats and channels. But all that organization is optimized for a funnel that no longer exists.
By the time someone fills out a form on your website, they've already spent weeks inside an ecosystem of content about your brand: Linkedin posts, Reddit, a YouTube video, maybe even a group chat recommendation. The form catches demand that formed somewhere else entirely.
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.
This session lays out three shifts, from an asset calendar to a presence map, from lead capture to demand surfacing, and from content metrics to the leading indicators that show an audience is forming, so teams can build programs that drive real, measurable growth.
Takeaway
- Replace the asset calendar with a presence map: plan where your brand shows up valuably across surfaces you don't own, not only what publishes on Tuesday.
Stop treating the form as demand generation: design the upstream ecosystem that creates demand before anyone reaches your site, and treat the form as the place demand surfaces, not the place it starts.
Trade content metrics for gravity metrics: track the signals that show an audience is forming around you.