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.

Using Data-Inspired Content Pillars to Elevate Your Content Marketing

Brian Piper  (Director of Content Strategy and Assessment, University of Rochester)

Location: Expo Hall Stage

Date: Wednesday, September 27

Time: 10:30 am - 11:10 am

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

Audience Level: Intermediate

Conference Theme: B2C

Session Type: Session

Track: Analytics & Data

Vault Recording: TBD

Audience Level: Intermediate

In today's fast-paced digital landscape, content marketers often fall into the trap of producing copious amounts of content, hoping to strike gold with a few high-performing pieces. This scattershot approach can lead to both an overemphasis on page views, a metric that doesn't always accurately reflect a content piece's true value, and a fragmented landscape of content that is difficult to navigate for both users and search engines.

This session will feature an approach that focuses on utilizing data to identify the right key performance indicators (KPIs) that truly demonstrate the effectiveness of content marketing efforts against strategic initiatives. This data-inspired methodology will then inform the information architecture to be used when organizing this content in order to guide users through the content easily while also providing maximum authority to Google based on their search guidelines.


  • The limitations of traditional content marketing approaches and the importance of challenging old-school tactics.
  • How to identify and leverage the most strategic KPIs for your content marketing campaigns.
  • The concept of data-inspired content pillars and their role in elevating content marketing efforts.
  • Real-life examples and success stories of organizations that have adopted this innovative approach.
  • Actionable tips and techniques for implementing data-driven content pillars in your own marketing strategy.