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.

Driving Demand: How FEMA's NFIP Uses Audience Research And Behavioral Insights To Market A Product People Don't Know They Need

Sarah Marshall  (Account Director, Yes& Agency)

Michael Windle  (Marketing Section Chief, Federal Insurance Directorate, FEMA (Federal Emergency Management Agency))

Location: Room 28DE

Date: Wednesday, October 23

Time: 11:50 am - 12:30 pm

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

Audience Level: Intermediate

Conference Theme: B2B & B2C

Session Type: Session

Track: Demand Generation

Vault Recording: TBD

Audience Level: Intermediate

This session is designed for marketers seeking to enhance their demand generation efforts through informed, strategic awareness campaigns that not only educate but also transform consumer behavior and perceptions, paving the way for better engagement and higher conversion rates.

Using FEMA's National Flood Insurance Program as a case study, we will explore content designed to help consumers better understand their flood risk—and their need for flood insurance—in today's rapidly changing climate.

We'll dive into the audience research and behavioral insights that were crucial to the strategy development, and discuss the role of various integrated tactics throughout the customer journey - from social media posts to long-form video content to stakeholder and community engagement.


  • The essential role that awareness and education content plays in demand generation and leading skeptical new audiences into the marketing funnel.
  • How to leverage audience data and research-backed consumer behavior triggers to develop effective content strategies, making your message 'stickier.'
  • A better understanding of the key performance indicators that can be used to demonstrate the ROI of awareness campaigns and their impact on lead generation and conversion rates.
  • A sneak peek into emerging brand awareness trends and how they're changing the content strategy landscape.