Today’s consumers have gotten really good at two things: avoiding advertising and making better-informed purchase decisions. And because everyone is a publisher, media company, and content creator today, the smartest CMOs are now shifting their core strategy away from advertising as we know it—and towards content marketing. Increasingly, technical communicators are being asked to repurpose their information-rich content for the unified customer experience.
In this presentation, David will examine the changing media landscape, look at the intersection of technology and storytelling, and share insights on how the most effective brands and marketers use a combination of the two to reinvent the way they are engaging with their audiences through the next generation of content. David will also discuss his unique three Cs strategy focused on content, community, and commerce. You’ll hear how to develop a content strategy and creative, the value of working with influencers, examples of distribution strategies, how to get started, how to sell the ideas internally, and how to measure ROI.
