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.

Building a Better Buyer's Journey: How to Create Content Your Customers Can't Resist

Ali Orlando Wert  (Sr. Director, Content Strategy, Appfire)

Location: Sails Pavilion

Date: Wednesday, October 23

Time: 2:10 pm - 2:50 pm

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

Audience Level: Intermediate

Conference Theme: B2B

Session Type: Session

Track: Content Strategy

Vault Recording: TBD

Audience Level: Intermediate

Most of us have accepted the demise of the old, linear buyer's journey. Between buyers who want to direct their own journey, Google's nonstop algorithm changes, the proliferation of AI-generated content, and the rapid shift towards a cookieless future, there's very little about the customer journey that remains linear or predictable!

So what's a content marketer to do?

The answer is not new – it's about tapping into our audience's desires and motivations. But in this session, we'll dig into unexpected ways to deeply understand your audiences' spectrum of content needs through the twists and turns of the customer journey. We'll examine tried-and-tested approaches pulling from everything from jobs theory to psychology -- but with fresh twists for our modern, savvy audiences.

Takeaway

  • Understand how to identify your audiences' jobs to be done (aka: the stuff they actually care about)
  • Learn how to layer on some psychology to create content your audience can't resist
  • See how you can translate audience needs into compelling content at every stage of the (very non-linear) funnel
  • Apply lessons from inspiring examples that will challenge the bounds of how you approach your own audience's content needs