Content Marketing World is part of the Informa Connect Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Content Marketing World 2020 - Session Viewer

Our schedule will be live soon. 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. We’ll send updates to paid registrants as the agenda is finalized.

Foundations of Content Marketing for the Next Generation: Strategies, Templates, and Expert Insights From the Authors of the Forthcoming Content Marketing Textbook

Rebecca Geier  (CEO, RIVE)

Scott Mogull  (Associate Professor, Texas State University - Technical Communication Program)

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

Session Type: Workshop

Audience Level: Beginner

Vault Recording: TBD

Audience Level: Beginner

For those who want a comprehensive foundation of content marketing, this industry-academic team have created a three-hour workshop based on the best and most tangible elements of their forthcoming university textbook on content marketing. They’ll kickoff with an overview of foundational marketing concepts, which includes: buyer personas, buyer journey maps, product positioning, storytelling, and adapting your writing style for various brand personalities. They’ll then take a deep dive into content marketing strategy, which includes: putting content marketing into immediate practice; tips to develop your content plan; and the purpose of various content along the buying stages. Additionally, Rebecca Geier and Dr. Scott Mogull will provide real-world examples that make the concepts practical and clear. Throughout the workshop, key insights from top industry leaders, who were interviewed in development of the textbook, enrich the content and strategy.


Attendees will leave with:

  • A comprehensive foundation of content marketing
  • Strategies and templates for creating buyer personas, buyer journey maps, and content marketing plans
  • Templates to put content marketing into practice
  • Tool of the six dimensions of writing style to adapt for different brand personalities
  • Key insights from interviews of top industry leaders