Schedule Viewer 2023
2024 Agenda Coming Soon!

The 2024 CMWorld Agenda is coming soon! Below you’ll find the 2023 Agenda including topics, speakers, and tracks. Check back soon for 2024 speaker and schedule announcements.

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.

Core Concept Workshop: Turn Sh*t into Rainbows: The Art of Transforming Terrible Ideas into Terrific Content

Amy Higgins  (Director, Content Strategy, Lyra Health)

Monica Norton  (Head of Content Marketing (B2B & B2C), Yelp)

Location: Room 146C

Date: Tuesday, September 26

Time: 10:45 am - 12:15 pm

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

Audience Level: Intermediate

Conference Theme: B2B

Session Type: Workshop

Track: Workshops

Vault Recording: TBD

Audience Level: Intermediate

Core Concept Workshop: Content Planning

There are a lot of great content ideas out there… and a lot of bad ones (like, A LOT). Sometimes, due to the source of the idea, office politics, or lack of a better idea, content marketers are forced to run with an idea they're not sure about. In this workshop, you'll learn several strategies and approaches for transforming mediocre ideas into amazing content—while keeping your stakeholders excited and on board. You'll get the behind-the-scenes stories of great content that started with a bad idea—and learn how the transformation happened.

Next, we'll workshop your bad ideas! Bring 'em all: that terrible suggestion your boss keeps bringing up, that blog post your product team is convinced will boost sales, the "viral video" idea your CEO won't let go of. We'll work in small groups to apply the strategies we learned to transform any and all bad ideas into the foundation for great content.


  • How to get to the core behind a bad idea and use diplomacy to get to a better place
  • Apply "yes, and" to help you say "no" to the C-Suite
  • Build new strategies for prioritizing requests and resourcing projects
  • Work with attendees and facilitators to find the hidden gem in one of your company's "bad ideas"