Five CMWorld Sessions that Focus on Content Experience

Jamie Shanks
Jamie Shanks

Content Marketing World (CMWorld) is one of the top content marketing events in the world. This year’s conference takes place September 5–8 at the Huntington Convention Center of Cleveland, and it will bring together more than 3,600 marketing professionals at the epicenter of all things content — and Uberflip will be there!

With so much to see, learn and do, planning out your experience can feel a bit overwhelming. So we’ve sifted through over 120 sessions and workshops to share five that we’re particularly excited about because they explore and expand the themes that surfaced at Uberflip’s recent Content Experience event in Toronto (August 21–23). From AI that can help transform and scale your content marketing efforts, to key skills that will help empower sales teams, here are five presentations and workshops that will help you reach and influence critical stakeholders!

1. Data that Drives Email Marketing Relevance…and Revenue

Jessica Best | September 6, 2017 — 10:15–11am

Last week Marketo released its “State of Engagement” report, revealing that 82% of marketers are confident that they have a deep understanding of who they’re trying to reach. At the same time, however, both B2B and B2C consumers cite irrelevant content as the number one reason that they don’t engage more often with brands and vendors. Something’s clearly not adding up. That’s one of the reasons why we’re interested in Jessica Best’s session on data that drives email marketing relevance, where she promises to show how data from a variety of sources can work together to increase the relevance of email nurture and content marketing campaigns.

2. Machine-Assisted Narrative: Transform and Scale Your B2B Content with AI

Paul Roetzer | September 7, 2017 — 10:00–10:45am

While the martech landscape continues to expand, our ability to leverage the data being produced by every aspect of the growing marketing stack continues to deteriorate. One major reason is the sheer overabundance and constant flow of data. Enter artificial intelligence (AI), which is transforming content strategy, production and promotion — and opening up a world of possibilities for B2B marketers to drive efficiency and performance. Brands are now waking up to the possibility of telling data-driven stories at unparalleled scale using AI technology, opening up our ability to personalize content and experiences like never before. Paul Roetzer’s session promises to give you the tools and resources you need to create a competitive advantage through cognitive content marketing.

3. How to Get Promoted by Creating Less Content, not More

Jay Baer | September 7, 2017 — 10:00–10:45am

B2B marketers struggle to make use of data already in hand, even as the amount of content and “discoverable” data increases at unprecedented rates. And this growth in content isn’t expected to slow down anytime soon. According to the 2017 Content Marketing Institute report ‘Benchmarks, Budgets, and Trends—North America,” 39% of North American B2B marketers indicate they will increase their spending through 2017. At the same time, a survey by SiriusDecisions claims that 60–70% of content created by B2B companies never gets used. Something’s amiss! On the one hand, we are pouring resources into creating content; on the other, we don’t use the majority of it.

According to  best-selling author and content marketing pioneer Jay Baer, volume is not your friend, nor a valid content marketing success metric. The answer to a world overflowing with content cannot be “create more content.” We’re looking forward to Jay’s take on escaping the gravitational pull of this content “black hole.” “You’ll learn how to spend less while succeeding more,” writes Jay, “a recipe for kick-assery you can throw on your boss’ desk when demanding your next promotion.”

4. How to Use Content to Maximize the B2B Buying Process

Ardath Albee | September 6, 2017 — 10:15–11am

Did you know that B2B marketers face the complicated problem of catering to up to seven people involved in the buying process? While personas and buyer-journey maps are the hallmarks of a compelling content marketing strategy, the problem that persists is lack of a strategy and reliance on internal assumptions. With the right foundational tools in place, B2B marketers can better create, manage, and optimize tailored content experiences for every stage of the buyer journey — and every buyer involved in the buying process! In her session, Ardath Albee promises to share insights on how to reach and influence critical stakeholders that are often elusive to B2B marketers.

5. How to Craft Content that Works with Your Salespeople

Tim Riesterer and Leslie Talbot | September 5, 2017 — 1:00pm:4:00m

A 2011 EMI Industry Intelligence Report revealed that in an average week, a technology sales professional spends eight hours developing client presentations, five hours looking for marketing collateral, and four hours searching for customer information outside the organization. The sales professional wastes 17 hours a week or 106 sales days a year — the problem is that this dramatically reduces the effectiveness of the sales team. In their workshop, Tim Resterier and Leslie Talbot promise to share “key skills to support the use and delivery of messaging and content” to better empower sales teams with the content you create!

CMWorld comes hot on the heels of the Uberflip’s own sold-out Content Experience. What better way to learn about great content than to hear from leading content marketing practitioners, many of whom recently took the stage in Toronto. Be sure to check out Lee Odden, Andy Crestodina, Matt Heinz, Amanda Todorovich, Jay Baer and Ann Handley in Cleveland next week!

Excited for CMWorld? We are, too! What would you add to this list? Let us know in the comments.

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