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Even as content creation becomes a core piece of what marketers do, most businesses still struggle with two key pieces: scaling and measuring it.

At the core of both of these challenges is one root cause. Most businesses do not understand that content is not an asset, it is a business model.

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 review successful content marketing approaches, and develop an understanding of how real businesses are both scaling and measuring their efforts. In this session, we’ll discuss the current transformation of the marketing department inside out. It’s no longer good enough to be the internal agency of creating pretty assets. Let’s examine the strategic business model of content, and walk step by step on how to develop the optimal business purpose and focus for a truly measurable content marketing 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 marketing as a strategic approach.
  • Replicate examples of companies actually achieving strategic, and measurable business value through the use of content-driven customer experience.
BONUS:  All attendees get access to a special discount to  Content Marketing World 2019.

Featured Speaker:

Robert Rose
Chief Strategy Advisor
Content Marketing Institute
Robert is the founder and chief strategy officer of The Content Advisory, the education and consulting group for The Content Marketing Institute. Robert has worked with more than 500 companies, including 15 of the Fortune 100. He’s provided content marketing and strategy advice for global brands such as Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and The Bill & Melinda Gates Foundation. Robert’s third book – Killing Marketing, with co-author Joe Pulizzi has been called the “book that rewrites the rules of marketing”. His second book – Experiences: The Seventh Era of Marketing is a top seller and has been called a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” You can catch up with Robert weekly on his popular podcast – The Weekly Wrap.