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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!

Brave vs Boring and the Long Dark Night of the Soul: A Content Marketing Case Study

Karen Hesse  (CEO, 256)

Caitriona Kelly Hanlon  (Senior Marketing Specialist, Irish Life Corporate Business)

Date: Wednesday, September 29

Time: 11:50am - 12:20pm

Pass Type: Virtual Pass - Get your pass now!

Track: Content Strategy - General

Session Type: Breakout Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

Complicated, boring and full of jargon. Many industries struggle to connect with consumers. But if boring brands make brave content marketing decisions they can transform the way they connect with their customers. In this session, pensions company Irish Life and their agency 256 lift the lid on being brave, unlocking stories in proprietary data and using culturally relevant content to get great results. We walk you through getting business buy-in to be a little braver, the creative process, the four fatal words that stymie creativity and the five words that improve your content ROI. We'll share lots of creative content examples and their performance results.


  • How to find stories in proprietary data.
  • Being brave - four principles of the creative process.
  • Insider tips on getting business buy-in for content creativity