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Content Marketing World 2019 - Session Viewer

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What Do We Want? CONTENT. When Do We Want It? ASAP. Your Strategic Approach to Sane + Sustainable Success

Ann Handley (Chief Content Officer, MarketingProfs)

Location: Room 26

Date: Wednesday, September 4

Time: 3:05pm - 3:50pm

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

Track: Keynote: Big Ideas

Session Type: Breakout Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

...with Ann Handley, Tour Guide

Modern marketing is fast-paced. Real-time. Right now. Always-on, transparent, honest conversations. Unprecedented access between customers and companies.

At least, that’s what we all thought… way back when Mark Zuckerberg had only beer money (not billions) in his wallet.
But is fast, always-on, real-time, right now really the path to content marketing transformation?

Ann Handley is here to tell you this: NO. It is absolutely not.

“Fast” is *A* way… but is it *THE BEST* way? Again: NOPE.

You know why?

Because always-on is exhausting. Because fast is frenzied and unsustainable. Because viral… UGH. Let’s not get going on the folly of chasing that.

Instead, it turns out that the companies seeing the most success with content marketing are actually those willing not to move faster and faster and faster and faster…
Those who see the most success choose… wait for it…. to: Slow. Down.

So how can we move from As Soon As Possible to As Slow As Possible?
And, more importantly, how can we use it effectively to fuel our own success?

Ann’s got you. She’s not inventing buzzwords or serving up unrealistic expectations. ASAP Content is a strategic approach to real, sane, sustainable success.

In this jargon-free, fun, relatable talk, Ann Handley becomes your ASAP Content Tour Guide, annotating your tour of how the smartest companies:

  • Slow down their inspiration. They don’t run with a good idea. Instead, the smartest companies kindle an idea over time to create a slower, longer-lasting burn to make a good idea FIST-PUMP GREAT.

  • Slow down engagement. You don’t need a vomit of dumb comments to facilitate great conversation online. Actually, you don’t want that, either. Ann shows you a saner path. (Spoiler: It maps to REAL marketing success.)

  • Slow down content’s value. She’ll show you how to play with content marketing to propel growth over time—not try for viral or launch a one-hit wonder.

Always-on, transparent, honest conversations of unprecedented access between consumers and companies is still the promise of content and social media. But here’s the thing: It’s best served Slow.

Intrigued? Sure. Exhausted? Aren’t we all?
Are you ready to move ASAP?

HECK YES YOU ARE, my Content Rock Star friends!