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Schedule Viewer 2022

Use the filters to identify the speakers and sessions that present solutions to your greatest content marketing challenges. Keynotes and breakout sessions are currently available on demand to All Access, Main Conference Plus (with on demand option), Virtual Experience, and On Demand passholders.

Top-Down Creation: How clever content creators leverage tiny audiences to deliver outsized results

Andrew Davis  (Keynote Speaker &, Author)

Location: CMWorld Keynote Stage

Date: Thursday, September 15

Time: 9:45 am - 10:15 am

Pass Type: Main Conference Plus, Main Conference, All-Access Pass, Virtual Pass

Session Type: Keynote

Audience Level: All

Vault Recording: TBD

Audience Level: All

Gather a list of your audience's questions and create content that clearly answers every question. That's the answer you get when you ask any marketer how to increase awareness and drive website traffic.

Optimize your SEO. Now, wait.

Yep. Content marketing is a long game.

Or is it? Unfortunately, millions of others have answered the very same questions. You've just contributed to the sea of commodity content.

So, what now? How are you supposed to generate leads, increase revenue, or attract new audiences when no one can even find your content?

Maybe we should stop focusing solely on what the audience wants and address what the audience needs. It turns out, that answering more questions more often isn't the only way to grow your business.

Instead, some of the most innovative brands leverage the power of top-down creation.

Top-down creators leverage the curiosity of small audiences to generate outsized returns.

In this compelling, 29-minute presentation, Andrew Davis will introduce you to the Audience's Hierarchy of Needs. You'll see how one brand turned around a product failure by ignoring the masses and embracing a single influencer. You'll learn how a software company closes deals faster by creating content just for c-level execs. You'll even learn how one non-profit welcomed the most minuscule .01% of their audience to transform the world.

You'll leave inspired to re-think the content you create and finally know the difference between what the audience wants and what they really need.

Are you ready to explore the power of top-down creation?