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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. Most Nearly ALL sessions will be available on demand after the event for everyone to watch. NOTE: All times are listed in Eastern Time.

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Please check back often as we will continue to add more sessions, amazing speakers, and fun to the agenda. Spend some time reviewing the agenda so that you can plan your schedule for the best content marketing event on the planet!

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Content Marketing 101

Rebecca Geier  (CMO, ChemVM Technologies)

Location: Room 4

Date: Tuesday, September 28

Time: 1:00pm - 3:00pm

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

Session Type: Workshop

Audience Level: Beginner/New to the Industry

Vault Recording: TBD

Audience Level: Beginner/New to the Industry

As the author of the first research-based university textbook on content marketing, Rebecca Geier will present the fundamentals of content marketing for the next generation of professionals and college students who are new to the field. The workshop will provide a comprehensive summary of research-based principles and insights from expert interviews in the field. Specifically, attendees will learn critical and strategic foundational marketing concepts that impact content marketing, which includes: the myths of content marketing for B2B audiences, product positioning and differentiation using the Four Ws for Product Positioning; buyer personas and the stages of the buying journey; marketing planning; and an overview of content planning, the use of buying stages, and steps to create a content calendar. Beginner content marketing practitioners will leave with a comprehensive understanding of how content marketing fits into the bigger context of marketing and business development, and they will be provided with tools, examples, and instruction on executing an effective content marketing program.

Takeaway

  • A comprehensive overview of marketing fundamentals that new content marketing professionals in B2B markets need to understand as they join and become a valued member of a larger marketing team
  • New tools developed by the authors and introduced in the textbook that give content marketers structure for otherwise confusing, and at times overwhelming concepts, such as the Four Ws for Product Positioning and content planning systems
  • Real-world examples and templates attendees can use in their jobs for specific content formats
  • Insights from content marketing experts on core aspects of successful content marketing programs, such as Robert Rose's thoughts on the role of storytelling in content marketing, and Adele Revela's guidance on creating and effectively using buyer personas
  • The most critical skills new practitioners need to be effective and successful in B2B content roles



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