Strengthening the Business Case for Content Marketing

Three #CMW Sessions Smart Marketers Should See

In a few weeks, Contently is heading to Cleveland for Content Marketing World. In keeping with our ongoing initiative, The Accountable Content Series, we’re excited to experience and foster more dialogue that helps brands connect their content to measurable impact and business outcomes. We’re also looking forward to hearing from some of the brightest marketing minds out there.

I've been asked a few times what I'm most anticipating at the industry's seminal event. Happy to share three sessions that I’m particularly excited to see:

Imagination at Work: Lessons in Storytelling from GE

Sep. 6, 8:20 a.m. – 8:50 a.m.

I love the GE brand for many reasons, including the fact that it manages to make industrial and engineering products sexy. I’ve long quoted vice-chair (and former CMO) Beth Comstock for saying: “You can’t sell anything if you can’t tell anything.” GE’s current CMO, Linda Boff, has written about the importance of marketers who value learning and empathy—two traits I also espouse for today’s leaders. Given that GE was one of Contently’s earliest clients, I’m excited to hear about what this groundbreaking brand is up to now.

Content ROI – How Marketers Demonstrate Value to the Brand and the Boss

Sep. 6, 10:15 a.m. – 11:00 a.m.

This year, I’ve written and spoken about the ROI of content more than any other topic. We launched our Accountable Content Series this summer to start a conversation about ROI, business objectives, and organizational efficiency. If content is the fuel for the marketing engine, then strategy, clear process, and data can help brands show how their creative efforts drive continuous improvement. I’m eager to see how this panel of B2B and B2C marketers tackles the issue and also how their POV stacks up to the business case we see at Contently.

The Future of Content Marketing Isn’t Content Marketing – An Approach for Agencies and Enterprises

Sep. 7, 4:15 p.m. – 5:00 p.m.

The last session on this list features Joe Lazauskas, Contently’s own director of content strategy. Joe is always an engaging and highly rated speaker and Contently has long blazed the trail for content marketing as a discipline. Looking ahead, we see a real opportunity for marketers to leverage data and insights to make smarter decisions. In this talk, Joe will define the next era of content marketing; I expect attendees to walk away with the insight they need to transform their organizations for 2018 and beyond.

If you’re interested in hearing more about content marketing ROI, Team Contently will be at booth #14 throughout CMW and would love to see you. If you’d like to schedule a demo of our newest features, book a private meeting during the conference, or simply stay informed of all things Contently, you can sign up here for our VIP list.