Good Content Isn’t Enough. It’s About Creating With Purpose

Good content is being created in abundance, but is it serving a purpose? This session will challenge marketers to understand how content on and off your site can provide value to the end user, search engines, and your business. We’ll step through how to identify what job needs to be accomplished with each piece of content and outline a disciplined approach for content planning and creation. You’ll walk away thinking about content with a much broader perspective of how it can help meet goals and drive revenue.

After this session, you’ll be able to:

  • Better understand how to develop content that addresses the needs of your customer, meeting them where they are in the sales cycle
  • Develop a content plan that identifies which stage of the journey the customer is in, what needs to be accomplished, and how to ensure the content you create is search engine optimized
  • Break down measurements and identify key performance indicators that align with business value