September 15-17
San Diego, CA
September 15-17, 2025
San Diego, CA
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Deep Dive Workshop: Tight Budgets, Big Goals: Balancing Short-Term Content Marketing Performance and Long-Term Brand Building
Dale Bertrand (Founder and CEO, Fire&Spark)
Location: Room 8
Date: Monday, September 15
Time: 1:15 pm - 4:15 pm
Pass Type: All Access, Main Conference Plus - Get your pass now!
Audience Level: Advanced
Conference Theme: B2B
Session Type: Workshop
Track: Workshops
Vault Recording: TBD
Audience Level: Advanced
Content marketers face a significant challenge. You must prove your worth through measurable results while building lasting brand value. This workshop explores how to balance these competing demands, including important but hard-to-measure activities, such as thought leadership, content partnerships and community engagement. Join SEO and content marketing expert, Dale Bertrand, for a workshop on redefining success in a world where content has been transformed by generative AI, zero-click searches and shifting customer preferences. You'll learn to track and report on often-overlooked content wins. This isn't just theory – you'll leave with practical skills and strategies you can put into practice immediately to drive content performance and strengthen your brand, even on a tight budget.
Takeaway
- Embrace zero-click searches as opportunities to build brand awareness and engage with your audience
- Balance short-term content and SEO tactics with long-term strategies for LLMs
- Diversify content formats to include original research, data-driven content, and interactive tools
- Acknowledge that customers are using different search engines for different purposes
- Create content that earns citations in AI overviews, search GPT, and other AI engines
- Rethink attribution, focusing on brand awareness, engagement, and sales