Beyond the Editorial Calendar: Content Tactics to Grow and Engage Your Audience
The next evolution in content marketing is here, and marketers aren’t in charge. Customers are. Instead of moving through a traditional linear funnel, or engaging in a looping decision journey, customers are choosing their own adventure, charting their own path across all channels. As marketers, we must think several steps ahead of customers and prepare content that delivers the right message, no matter which path they stumble upon. In this session, we’ll explore the new rules of creating a content strategy when every interaction relies on content, every channel is a touch-point, and every person is on their own journey.
After this session, you’ll be able to:
- Utilize frameworks and content pairing strategies that go beyond the editorial calendar and traditional back-linking tactics
- Take real-world examples of B2B & B2C companies applying an integrated approach to content strategy back to your day-to-day work
- Choose metrics and improve measurement across channels and throughout the buyer’s journey