2026 Agenda

 

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Beyond the Numbers: Turning Data Into PR and Content That Matters

Michael Weiss  (Practice Leader, Content Marketing & Digital, Big Valley Marketing)
Location: Room 102
Date: Tuesday, October 6
Time: 11:00 am - 11:30 am
Pass Type: All Access, Digital, CMWorld 2-Day, CMWorld 3-Day - Get your pass now!
Session Type: Session
Track: Earned Media, PR, & Brand Visibility
Vault Recording: TBD
Michael Weiss

Data can tell you what happened. The real opportunity is using it to decide what story to tell next. In this session, Michael Weiss of Big Valley Marketing, using real examples from actual clients, will show how PR and content teams can use audience insights, media intelligence, social signals and performance data to uncover stronger stories and make smarter decisions. He’ll share Big Valley’s approach to Story Mining, where content and media teams work together to identify the ideas, issues and opportunities that will earn attention.

This isn’t about creating more reports. It’s about turning data into stories that are relevant, credible and built to perform.

Takeaway

  • Look beyond performance metrics and use data to uncover new story opportunities
  • Bring PR and content teams together around a shared Story Mining process
  • Use audience, search, social and media insights to shape stronger narratives
  • Decide which stories should be pitched, published, amplified or retired
  • Build a feedback loop that makes every story smarter than the last