2026 Agenda

 

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Creating New Content Formats: Escaping the Sea of Sameness

Andy Seibert  (Founder & CEO, IMPRINT)
Date: Monday, October 5
Time: 2:00 pm - 2:30 pm
Pass Type: All Access, 3-Day, 2-Day, Digital - Get your pass now!
Session Type: Session
Audience Level: Intermediate
Track: Content Creation & Storytelling
Vault Recording: TBD
Audience Level: Intermediate
Andy Seibert

Audiences are consuming more content, in more places, than ever—and as a result, too many brands are starting to sound exactly alike. How do you keep your content marketing program moving forward with genuinely new ideas rather than recycling the same tired playbook? This session shows how to lead, not follow, by designing and launching net-new content formats that will set you apart from the competition


We’ll unpack real examples of new experiences across the audience spectrum, including a new audio magazine in B2B and an interactive education program for student-athletes in B2C. You’ll see how, when you are laser-focused on your audience, creating new content formats and experiences becomes effective. (And fun.) Experimenting can deepen engagement, spotlight subject-matter experts, and carve out a distinctive brand voice in a completely new way.


We’ll walk through the strategy, structure, and production approach behind launching a new format, from insight to pilot to scale.

Takeaway

  • How to laser-focus your content initiatives on clearly defined target audiences and their real information needs.
  • Ways to bring your brand voice to life in new formats with authenticity, humanity, and editorial rigor.
  • How to become a storyteller on your own terms, building a signature format instead of relying on everyone else’s formulas.
  • A practical framework for planning, piloting, and scaling a new content format within your existing content marketing ecosystem.