Schedule Viewer 2023
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The 2024 CMWorld Agenda is coming soon! Below you’ll find the 2023 Agenda including topics, speakers, and tracks. Check back soon for 2024 speaker and schedule announcements.

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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Story Mapping for the B2B Buyer Journey

Carmen Hill  (Principal Content Strategist & Writer, Chill Content, LLC)

Location: Room 146B

Date: Wednesday, September 27

Time: 1:45 pm - 2:25 pm

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: Core Concepts

Vault Recording: TBD

Audience Level: Beginner

Creating content that appeals to different stages of the buyer journey is the No. 1 challenge B2B content marketers face, according to CMI's 2023 Content Marketing Benchmarks, Budgets & Trends report. Story mapping provides a simple framework for developing a coherent, connected storyline with messaging and content that supports the entire customer lifecycle. Better still, a story map can also help address the second biggest challenge: aligning content efforts across sales and marketing. In this session, you'll learn the basics of story mapping and get hands-on help building out a story map you can take back to work and start using right away.

Takeaway

  • How to think outside the funnel and craft a compelling story for your buyer
  • What types of content are most effective for addressing different buyer needs
  • Aligning your story map to campaigns or to other marketing or sales programs
  • Adapting your story map as business needs change