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Content Marketing World 2021 - Session Viewer

View and sort the ever-growing list of sessions by pass type (virtual vs in-person), track, session type, and audience level. There are some sessions specific to the in-person experience, others specific to the virtual experience and a combination of both. Nearly ALL sessions will be available on demand after the event for everyone to watch.

Please check back often as we will continue to add more sessions and amazing speakers to the agenda. The full, timed agenda will be available soon so you can begin to plan your schedule for the best content marketing event on the planet!

Lessons Learned in Building a Content Marketing Team at Salesforce

Hayley Nelson  (Vice President, Content, Salesforce)

Pass Type: Virtual Pass - Get your pass now!

Track: Content Strategy

Session Type: Breakout Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

I joined Salesforce to start a content marketing discipline that would unite efforts of disparate content creators across the company, create a new tone and voice that would change the way we addressed the world, putting the audience at the heart of our content efforts, and unifying the voice across our key channels and regions. In the almost two years that I have been at the company we have laid a crucial foundation for content and have successfully put content at the heart of the company's marketing efforts. The pandemic forced all events to go virtual, and events to shift to become brand/content experiences. Business re-organizations prompted by the pandemic also embedded content into the organization. In a short period of time, all 2,000 marketers in the marketing org became content marketers. What started as a team nicknamed the #ContentRevolution became an integral part of marketing. I'll share some of the ways we succeeded, and some of our current challenges to carry this work forward.

Takeaway

Effective content marketing is driven by:

  • Data and insights that shape the content
  • Content that is timely and relevant, and most importantly, helpful
  • The tone of the content is crucial in driving engagement
  • All content must be viewed as part of an audience journey
  • Content has a different role to play in each part of the funnel.



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