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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.

Unless Your Content Has a Big Idea, It Will Pass Like a Ship in the Night

David Brown  (Executive Chairman, Manifest)

Date: Tuesday, October 13

Time: 2:45pm - 3:15pm

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

Track: Content Breakout

Session Type: Breakout Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

Session Sponsor

In the immortal words of David Ogilvy, “You will never win fame and fortune unless you invent big ideas. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.”

Maybe this is why the majority of content is invisible and ineffective: A minuscule 5 percent of content generates 90 percent of engagement, according to Beckon. Said another way, 95 percent of your content does nothing.

There are few big ideas in the content arena. Content teams have become expert tacticians at building and converting audiences by fulfilling search intent and applying content to the customer journey. But too often, this leads to categorical, me-too approaches that are hard to differentiate from one another.

How much of your content passes like a ship in the night? Never seen. Never read. Never viewed. Other than by the team that created it.

Content teams need to reach for the stars and understand how to create and nurture big ideas—so big, in fact, that they become the brand promise.


  • What exactly is a big idea?
  • How can you protect and nurture big ideas?
  • Examine big ideas from Kraft, Yeti, American Express and CDW.