Scheduler 2024

Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.

Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.

A Gen Z'er's Guide to the Next Generation in Marketing: do's and don'ts

Pauline Lannoo  (Head of Digital Strategy, The Fat Lady)

Location: Sails Pavilion

Date: Tuesday, October 22

Time: 11:30 am - 12:10 pm

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

Audience Level: Intermediate

Conference Theme: B2B & B2C

Session Type: Session

Track: Content Strategy

Vault Recording: TBD

Audience Level: Intermediate

In my talks with marketers, time and time again I notice, that they are struggeling with selling a brand's story and connecting with the customers on a deeper emotional level. And for many brands, a target audience would be Gen Z since people in that group are digital natives. Brands often don't understand the world of Gen Z. They find it challenging to communicate with them. Yet, these young individuals are often current or potential customers.

At Content Marketing World 2024, I'll present 'A Gen Z'er's Guide to the Next Generation in Marketing,' focusing on the do's and absolute no-nos of marketing to Gen Z. I'm going to show brands or companies how to correctly engage Gen Z and what is required to do so.

We'll explore how traditional marketing funnels fail to resonate with Gen Z, who no longer follow old school consumer paths. I'll discuss the critical role of social media, effective platforms, and how to utilize them. I give examples of how to use social with targeting restrictions. (ex. Meta). We'll also cover the shift towards channel-specific content, the difference between influencers and creators, the rising importance of social SEO and how platforms like TikTok replace Google, and Gen Z's preference for video over text. Join me to dive into these insights and more at Content Marketing World 2024


  • Adapt the Marketing Funnel: Traditional funnels don't fit Gen Z's unique consumer journey.
  • Focus on Social Media: Utilize platforms like TikTok and create tailored, channel-specific content.
  • Prioritize Video Content: Gen Z prefers videos over text, making video content a key engagement tool.
  • Social SEO is Key: As Gen Z uses platforms like TikTok instead of Google for searches.