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Content Marketing World 2021 - Session Viewer

View and sort the ever-growing list of sessions by pass type (virtual vs in-person), track, session type, and audience level. There are some sessions specific to the in-person experience, others specific to the virtual experience and a combination of both. Nearly ALL sessions will be available on demand after the event for everyone to watch.

Please check back often as we will continue to add more sessions and amazing speakers to the agenda. The full, timed agenda will be available soon so you can begin to plan your schedule for the best content marketing event on the planet!

Automation and creative aren't enemies: Structuring content for scalability and personalization

Noz Urbina  (Omnichannel Content Strategist, Urbina Consulting & OmnichannelX)

Date: Thursday, September 30

Time: 11:15am - 11:45am

Pass Type: Virtual Pass - Get your pass now!

Track: Content Strategy - Intermediate

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

As digital technology insinuates itself ever deeper into all aspects of our lives, we often come up against a cliché: Creativity and the rules-based world of automation-ready content are at odds. It's rules vs art.

This session calls bull on that premise and talks about how an enterprise can—and why an enterprise must—embrace rules-based content creation, with a twist. Rather than giving up, we'll look at how structure and great creative can work together to support scalable, omnichannel strategies. We'll take lessons from diverse fields and real projects to see how great art often colors within the lines, provided the lines are well drawn.


  • Get a very simple introduction to structure that will prepare you for the modern web.
  • Bridge the gap between technical content strategy needs and creative design work.
  • Learn from real examples of projects that have managed to get the best of both worlds in terms of great creative and scalable content.