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Content Marketing World 2019 - Session Viewer

View, browse and sort the ever-growing list of sessions by pass type, track, and level. Filter by pass type to see which sessions your pass makes you eligible to attend.

Check back often as we will be adding more sessions and speakers frequently. Please note that session dates and times are subject to change.

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Technology Forum

Laura Hamlyn (Senior Director, Global Content Team, Red Hat)

Luke Kintigh (Head of Social Media and Content Distribution, Autodesk)

Robert Rose (Chief Strategy Advisor, Content Marketing Institute)

Jessica Bergmann (Senior Director, Content Strategy and Operations, Salesforce)

Location: Room 1

Date: Friday, September 6

Time: 10:00am - 3:00pm

Pass Type: All Access, Industry Forum/Summit, Main Conference Plus - Get your pass now!

Session Type: Industry Forum

Audience Level: All

Vault Recording: TBD

Audience Level: All

Technology companies have been some of the earliest adopters of content marketing, but one of the most challenged when it comes to scaling, measuring and differentiating with content.

Like many B2B organizations, putting the audience needs first is a challenging proposition for organizations that are faced with the pressures of high-growth expectations, and disruptions from both larger and smaller competitors. In CMI’s research 68% of tech content marketers say they struggle to create content that appeals to multiple roles. Considering how many people in distinct roles play a part in technology acquisition, this is no surprise.

Interestingly, while 53% of all of the technology company content marketers use content at the customer loyalty stage, 73% of the top performers do so.

What is behind that big difference? Priorities, strategic approach, and the ability to scale and measure their efforts.

Let’s explore these topics in this special industry forum built specifically for technology company content marketers.

SESSIONS INCLUDE:

10:00am - 11:00am THE BUSINESS MODELS OF CONTENT
Robert Rose, Chief Strategy Advisor, Content Marketing Institute

Even as content creation becomes a core piece of what technology marketers do, most still struggle with two key pieces: scaling it, and measuring it. At the core of both of these challenges is one root cause. Most businesses do not understand that content is not an asset, it is a business model. Let’s review successful content marketing approaches of technology companies, and develop an understanding of how real businesses are both scaling and measuring their efforts. In this session, we’ll discuss the current transformation of the marketing department inside out. It’s no longer good enough to be the internal agency of creating pretty assets. Let’s examine the strategic business model of content, and walk step by step on how to develop the optimal business purpose and focus for a truly measurable content marketing strategy.

11:00am - 12:00pm HOW A TECH PODCAST TOOK ON A LIFE OF ITS OWN (AND BUILT AN AUDIENCE FOR RED HAT)
Laura Hamlyn, Director, Global Content Team, Red Hat

Command Line Heroes started as a way to promote our flagship product, but it became a way to engage communities in open source technology. Learn how this podcast took on a life of its own, and became one of Red Hat's most successful content marketing ventures (so far). Let’s discuss our journey to getting there

  • Red Hat team: How we used a listen, learn, build, optimize the model to create the podcast. How we engaged a community. How we conduct event activations and spread the word.
  • Pacific Content people (our podcast agency) - What pitfalls did we avoid? How did we succeed where others failed. How should we measure success?
  • Saron Yitbarek (our host) - Why CLH has caught on and how she contributes to the storytelling.


12:00pm - 1:00pm LUNCH

1:00pm - 2:00pm BUILDING THE ENTERPRISE CONTENT STRATEGY
Jessica Bergman, Senior Director Content Strategy and Operations, Salesforce

How do you build a content strategy for a large, value-based tech company. The answer? Very carefully. In this session Jessica will highlight her adventures at Salesforce, in building the strategy, training program, playbooks and standards for the entire organization to rally around content marketing and thought leadership.

2:00pm - 3:00pm THE ULTIMATE AUDIENCE DEVELOPMENT GUIDE: HOW TO INFUSE CUSTOMER BEHAVIORS WITH DEMAND GENERATION GOALS TO ACHIEVE GREATER VALUE FOR YOUR BUSINESS
Luke Kintigh, Head of Social Media and Content Distribution, Autodesk

What exactly is audience development anyways? Luke will explain and enable you with the core tenets of audience development and how it impacts your content strategy and results. He’ll take you a journey of how Autodesk defines different stages of their user journey and how they optimize creating greater value to their audiences and the business at the same time. Lastly, Luke will tell you how to align your objectives, tech stack and content strategy to a centralized audience development framework.