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Content Marketing World 2019 - Session Viewer

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From Nontent to Content: Why Social Innovation Is the Future of Winning at Relevance

Carlos Abler (Leader of Content Marketing Strategy, 3M)

Location: Atrium Ballroom B

Date: Wednesday, September 4

Time: 11:20am - 12:05pm

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

Track: Executive

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

The future of content marketing is social entrepreneurialism. For years we've heard that the advent of the internet means that we must all become publishers. But publishing only speaks to the HOW, not the WHAT or WHY of our content. As studies show, the ability to deliver content that is actually meaningful and effective continues to evade content programs. Relevance is fundamentally an innovation problem, not a publishing problem. As a judge for a UN organization dedicated to awarding and supporting content that serves the UN Sustainability Development Goals, I review hundreds of projects a year that embody some of the best content marketing tactics and value-identification approaches that businesses today are not using. In other words, social entrepreneurs, not business content marketing programs, are really killing it. What is their secret to identifying the relevance that continues to evade business content programs? That is what I will reveal, in spades, with this talk. Many thought leaders today are speaking about "purpose", "finding your why", and social issues as important for brand differentiation. This is the trend. The logical conclusion of this trend, and the logical conclusion of content marketing as a value-added methodology for driving audience and business results INEVITABLY ends here. That is why social entrepreneurship IS the future of content marketing. Full stop.


  • Learn and take away actionable value frameworks for delivering the most relevant content it is possible to deliver
  • Learn from examples that both save and improve lives, and drive business results that leave typical content tactics in the dust
  • Close gaps between corporate social responsibility programs and P&L activities that drive business results
  • Understand what the extreme, fully mature end of "purposeful business" looks like
  • Learn how to stop making "nontent"