Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. Pre-conference workshops will be released on demand on Monday, October 12th and Industry Forums will be released on Friday, October 16th - check your emails for login instructions. All breakout/track sessions will be released on Tuesday, October 13th at 2:45pm EDT for on demand viewing. All event content will be available on demand for six months. Please note all times are shown in Eastern Time.
Zontee Hou (Director of Strategy, Convince & Convert)
Jenny Magic (Strategist, Convince & Convert)
Susan Baier (President, Audience Audit, Inc.)
Date: Friday, October 16
Time: 8:00am - 9:00am
Pass Type: All Access Virtual, Virtual Plus - Get your pass now!
Session Type: Industry Forum
Vault Recording: TBD
Your audiences' needs, expectations, and challenges have drastically shifted and it's time to reset your content marketing strategy to match. In this hands-on workshop, join Head of Strategy at Convince & Convert, Zontee Hou, along with market research expert Susan Baier of Audience Audit, as they walk you through the data and research you need to gather to develop the right content marketing approach for your target audiences, whether you’re a commercial bank or working with RIAs. We’ll be sharing plenty of case studies from brands like Franklin Templeton, TD Ameritrade, UBS, Natixis, and more. Plus work through exercises with Zontee and Convince & Convert strategist Jenny Magic, which will include databases and worksheets that you can download and put into action for your own team right away.
Intro and expectation setting (5 minutes) - Zontee Hou
Unearthing Your Audience's Drivers During Covid - Q&A with Susan Baier of Audience Audit (30 minutes)
Mapping the Customer Journey for Content Creation - Jenny Magic (15 minutes)
Genius Steals: 10 Lessons on Content Development in FinServ - Zontee Hou (30 minutes)
The Power of Local: How FinServ Brands Can Leverage Their Networks - Jenny Magic (13 minutes)