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.

Do less, say more: Calming content chaos by establishing content as a strategic function of your business

Shannon Doubleday  (Director, Content Marketing, Hilton)

Cathy McKnight  (Chief Problem Solver, VP of Strategy and Consulting, The Content Advisory)

Location: Sails Pavilion

Date: Tuesday, October 22

Time: 2:45 pm - 3:25 pm

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

Audience Level: Intermediate

Conference Theme: B2C

Session Type: Session

Track: Content Strategy

Vault Recording: TBD

Audience Level: Intermediate

Are you a content marketing party of one? Planning for and creating more assets to fill an already overflowing channel flywheel? Finding that endless publication and optimization isn't sustainable? Are you hyperventilating just reading this paragraph?

Take a deep breath, and know that you don't have to do it all. And, that less can be more impactful. That your meaningful content output can convey your message AND scale — without you having to say yes to everything. No, seriously, it can and you don't.

In this session recovering ocean boiler Shannon Doubleday, Hilton's Director of Content Marketing, and chief calmer-downer-voice-of-reason Cathy McKnight, TCA's Chief Problem Solver, will share real-life lived-to-tell-the-tale examples of how Hilton centralized editorial engine and storytelling strategy team went from short-order content cooks to head chefs at a Michelin star content restaurants. They'll give you tips on how to strategically create less content that results in delivering better experiences for your audiences.


  • Supercharging your team's skill sets and distinct areas of impact.
  • Shifting from doing to co-owning the responsibilities and impact around content.
  • Structuring your team to deliver subject matter expertise rather than arbiters of everything.