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 3099067.

Schedule Viewer 2022

View, browse and sort the ever-growing list of sessions by pass type, track, and format. With this Session Scheduler, you can build your schedule in advance and access it during the show via export or with the Mobile App, once live. Sessions do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.

Friction: It's All That Matters

Michael Barber  (Marketing Strategist, Brand Consultant)

Location: Room 26

Date: Thursday, September 15

Time: 11:40 am - 12:10 pm

Pass Type: Main Conference Plus, Main Conference, All-Access Pass, Virtual Pass

Track : Keynote - Big Ideas

Session Type: Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

For all the time we spend developing marketing tactics, we often forget about the experience through and between those tactics. We make copy too complicated. Our landing pages ask for information that isn't 100% necessary to convert a prospect. We push out irrelevant, useless content through our channels. We add an unnecessary step to our checkout process. We don't take the time to customize our message – no matter the platform. We develop product features to be innovative, even if those features are less than creative.

Put simply, we create a lot of friction for our customers. And when customers experience friction, most take their attention and dollars elsewhere.

Join us as we understand why friction is important to your organization and how to work cross-functionally to solve the issues it creates for your team. We will also dive into the tools available to help you combat friction and develop frameworks within your organization to reduce friction.


  • How to spot friction in your marketing and customer experiences
  • Practical advice on how to deal with and avoid friction
  • Real examples of how companies reduce or tackle friction