Agenda Icon: Start Date: 2014-11-20

11:15: Forrester Guest Speaker

Content Marketing Must Rise Above Channels

Today’s empowered customers don’t care whether they’re reading the content from your search team, your social team or your mobile app developers; the customer only wants useful and relevant content and experiences that helps her live a better life or do her job better. Marketing leaders must organize their activities and team members to deliver valuable experiences that span channels, time and customer types. This presentation will describe this vital journey, the obstacles and a strategic plan for overcoming them. Forrester Research’s Ryan Skinner will share research that describes how:

  • Channel-centric, funnel-centric marketing is failing
  • Marketers need customer-centric content strategies
  • Technology can wed storytelling and content discovery

Ryan Skinner, Senior Analyst, Forrester Consulting

Content Marketing Must Rise Above Channels

Today’s empowered customers don’t care whether they’re reading the content from your search team, your social team or your mobile app developers; the customer only wants useful and relevant content and experiences that helps her live a better life or do her job better. Marketing leaders must organize their activities and team members to deliver valuable experiences that span channels, time and customer types. This presentation will describe this vital journey, the obstacles and a strategic plan for overcoming them. Forrester Research’s Ryan Skinner will share research that describes how:

  • Channel-centric, funnel-centric marketing is failing
  • Marketers need customer-centric content strategies
  • Technology can wed storytelling and content discovery

Ryan Skinner, Senior Analyst, Forrester Consulting