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.

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Looking Back to See Ahead: Understanding What Content is Actually Engaging Your Audiences

Phyllis Davidson  (Vice President Principal Analyst, Forrester)

Location: Room 28BC

Date: Wednesday, October 23

Time: 2:10 pm - 2:50 pm

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

Audience Level: Intermediate

Conference Theme: B2B

Session Type: Session

Track: Measurement & ROI

Vault Recording: TBD

Audience Level: Intermediate

Marketers with content responsibilities struggle to derive insight from data that reflects meaningful engagement with the right audiences. Content measurement should tell us what content engaged whom, and when, on the road to a sale successfully made. In this session, you'll learn how to augment your current content measurement reporting with a step-by-step touch analysis technique that doesn’t rely on advanced automation as well as with content intelligence insights gained through AI.

Takeaway

  • How to develop a content intelligence hypothesis that reflects sales and marketing goals
  • The necessity to separate the wheat from the chaff when it comes to measurement metrics
  • Why its important to deploy multiple approaches to get a full picture of content engagement