Schedule Viewer 2023

Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.

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Simplify the complicated: Build meaningful connections in complex industries

Hayden Goethe  (Senior Content Marketing Strategist, WEX)

Location: Room 143

Date: Thursday, September 28

Time: 9:25 am - 10:05 am

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

Audience Level: Beginner

Conference Theme: B2B

Session Type: Session

Track: Content Strategy - General

Vault Recording: TBD

Audience Level: Beginner

Hublio

Its one thing to market shoes or chips. It's another thing to market software, healthcare, financial accounts, insurance, legal, and other misunderstood products. Complex industries bring jargon, acronyms, and confusing processes and regulations. So how do you cut through the tongue-twisting noise and produce content that solves your audiences' problems and builds trust? If you can't immediately answer with clear, actionable answers, this session is for you.

Takeaway

  • Put your audience first. Consider them before yourself. Nobody cares you’re the #1 toothpaste on the planet. They just want white teeth. Survey your audiences. Listen to results of closed/won calls. Competitive intel … is what your competition saying too good to be true? Support your decisions with data. We’ll show you how.
  • Leverage tech to customize content. If you’re on a smaller team with fewer resources, that might be as simple as building email and subscriber lists. On a bigger team with more resources, that could mean audience segmenting and journey mapping. Share our audience segmenting experience and tech/automation we lean on to support partners’ and clients’ ability to customize their own work from templates or white-labeled solutions.
  • Keep the focus on WIIFM. Elevate your messaging above the product level. For example, at WEX, it’s true that an HSA can help with retirement planning. But what does your audience really want? It wants to achieve its retirement goals. An HSA can help do that. But so can a lot of other tools. Talk about the goal. Don’t push.
  • Consistent language. Not just across marketing, but also service, sales, onboarding, HR, etc. All touch points. Be a style guide ambassador. Do you use a lot of jargon? Stop!
  • Let SEO inform your language. How are your audiences finding your content via search? Analyze those terms. Analyze your competitors’ website. The results might surprise you.