Scheduler 2024

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.

How to Recruit Your Content Army: Building a Brand Dream Team of Influencers, Ambassadors, & Advocates

Jennifer Harmon  (Senior Marketing Consultant & Content Creator, Content Unicorn and Convince & Convert)

Location: Room 31C

Date: Wednesday, October 23

Time: 11:00 am - 11:40 am

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

Audience Level: Intermediate

Conference Theme: B2B & B2C

Session Type: Session

Track: Social Media/Influencer Marketing

Vault Recording: TBD

Audience Level: Intermediate

Are you struggling with the ever-increasing volume of content needed to "feed the beast" of social media algorithms?

Do you wish you had more credible and trustworthy ambassadors to tell your brand story for you?

Has your B2C or B2B brand hit a plateau with reach and audience-building?

It's time to recruit your "Content Army!"

Nowadays, it's not enough to tell a compelling brand story and deliver a fantastic user experience and product. Today's consumers want to hear about your brand from REAL people. Peers, friends, community figures, and yes, even their favorite personas on Instagram, TikTok, and the blog scene.

In fact, Edelman found that "63% of consumers trust what influencers say about brands more than they trust the brand's advertisements."

Brands that are "doing it right" are recruiting their own dream team of creators to deliver a steady stream of ongoing content from diverse and multiple sources.

Are you?

In this session, you'll learn how to approach, assemble and leverage the power of internal spokespersons, external influencers, community ambassadors, and existing superfans for your Brand.

Building, and leaning on, your Content Army will allow you to:

- Increase your diversity of voice
- Earn external credibility from trustworthy influential storytellers
- Lessen the burden on your team to have to create all of your assets
- Extend your reach above and beyond your current audiences
- And keep things fresh without straying from your traditional advertising brand guidelines

Join Jennifer C. Harmon (digital marketing consultant, social media expert, influencer marketing whisperer, content creator, and #DogMom) for this breakout, which is designed for intermediate and advanced-level marketers who are interested in taking their advocacy game to the next level. With over 20 years of experience including tenure at Disney Parks, she blends strategic principles with actionable "how to actually get this done" tips in an engaging and relatable style.


  • The strategic and creative value of supplementing your creative resources with a diverse mix of content creators
  • Several different types of influential content creators, with current stats and case study examples
  • Best practices for approaching and working with content partners, both internally and externally
  • Tips on maximizing and making the most of UGC, EGC and advocacy content through atomization principles
  • Actionable tools to take back to your team to hit the ground running with Content Army recruitment!