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Content Marketing World 2020 - Session Viewer

Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. Pre-conference workshops will be released on demand on Monday, October 12th and Industry Forums will be released on Friday, October 16th - check your emails for login instructions. All breakout/track sessions will be released on Tuesday, October 13th at 2:45pm EDT for on demand viewing. All event content will be available on demand for six months. Please note all times are shown in Eastern Time.

People Don't Care - and That's Your Biggest Marketing Advantage

Chris White  (Senior Content Strategist, Capital One)

Date: Tuesday, October 13

Time: 2:45pm - 3:15pm

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

Track: Content Strategy - Intermediate

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

I want you to ignore some people, because if you treat everyone like they actually care about your brand/product then you'll waste a ton of resources.

Not convinced? The average US resident gets 4,000-10,000 ads each day. If that seems high it's because we actually don't "see" them because they are ads for things we don't care about. They aren't relevant.

This session will give you "strategic permission" to ignore people and irrelevant channels so you can focus your time on impact, instead of effort.


  • Why Knowing Your Audiences is only half the battle - the other half is being relevant.
  • Three ways to organize content strategy for relevance (ex. Bain's Elements of Value as a content strategy)
  • Your biggest challenge isn't convincing people to care, it's identifying when people DO care.
  • Three things to avoid when distributing your content (oohhh the mystery!)