Schedule Viewer 2023
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The 2024 CMWorld Agenda is coming soon! Below you’ll find the 2023 Agenda including topics, speakers, and tracks. Check back soon for 2024 speaker and schedule announcements.

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.

Hook Your Audience: How to Grab Attention in a Crowd of Content

Liz Willits  (Chief Copywriter and Owner, Content Phenom)

Location: Room 146B

Date: Thursday, September 28

Time: 1:55 pm - 2:35 pm

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

Audience Level: Intermediate

Conference Theme: B2B

Session Type: Session

Track: Content Development/Writing

Vault Recording: TBD

Audience Level: Intermediate



What do all these content pieces have in common?

A viral LinkedIn post.
A blog article that thousands of people read and share.
A landing page with record-breaking conversion rates.

Answer: A great hook.

Your hook is your first line of content, and it can be the difference between content success and failure.

A good hook freezes your reader mid-scroll, as they're drinking their morning coffee, and compels them to click.

But how exactly do you write a hook?

And not only that, how do you write a hook that's honest yet interesting — not click bait?

Using research and real-life examples in her experiments as a conversion copywriter and content marketer, Liz will show you proven, effective ways to write scroll-stopping hooks.


  • Frameworks for writing hooks that grab your reader's attention
  • How to ethically write hooks and avoid losing your audience's trust or damaging your brand's reputation
  • Creative prompts to write hooks fast — and avoid writer's block
  • Examples of hooks that worked (and analyses of WHY they worked)