Sales & Marketing In 2020 – Content As A Business Strategy

It’s 2020. There is no doubt that we have moved into a new era of sales and marketing. Automation, algorithms, data, privacy, and always-on are the priorities for today’s business trying to communicate more effectively. Yes, the entire practice of sales and marketing has changed – again. And our ability to create and manage content is at the center of all this change. So, if it’s such an important part of the equation, why is the struggle to measure the effectiveness of content such a struggle for the business? It’s because we’re measuring precisely the wrong thing: the content. Let’s reboot the whole notion of content strategy, and understand what it is we’re actually solving for. In this session, we’ll discuss the business model of content, and walk step by step on how to develop the optimal business purpose and focus for a truly measurable content strategy. After this session, you will be able to: Use a key framework to assess the purpose of your current and future approach to content marketing Implement a usable approach to measuring audiences as the means of proving the worth of content as a strategic approach Replicate examples of companies actually achieving strategic, and measurable business value through the use of content-driven customer experience About the Presenter: Robert Rose, Founder and Chief Troublemaker, The Content Advisory Robert Rose is the Founder and Chief Troublemaker for the The Content Advisory, the education and consulting group with the Content Marketing Institute. We help businesses build passionate audiences and powerful customer experiences. For more than 20 years, Rose has been helping marketers to tell their story more effectively. Over the last five years, he has worked with more than 500 companies, including 15 of the Fortune 100. He’s provided marketing advice and counsel for global brands such as Capital One, Dell, Ernst & Young, Hewlett Packard, Microsoft, Thomson Reuters, Abbott Laboratories, The Bill & Melinda Gates Foundation and UPS. Rose’s third book, "Killing Marketing," has been called the rewritten rules of "what marketing should be in the 21st century." His second book, "Experiences: The Seventh Era of Marketing," has been called a “treatise, and a call to arms for marketers to lead business innovation.” His first book, "Managing Content Marketing," spent two weeks as a top ten marketing book on Amazon.com and is generally considered to be the “owners manual” of the Content Marketing process. Rose also is a featured keynote speaker and workshop teacher at technology and marketing events around the world. Rose is a Research Fellow with Coburn Ventures, a community of investment experts discussing and innovating current trends in technology. He is also an early-stage investor and advisor to a number of technology startups serving on the Board of Advisors of a number of startup companies, such as Akoonu, Tint, and DivvyHQ.