This session of Content and Beyond features Shafqat, President at Optimizely, and Ann Handley, a best-selling author and the Chief Content Officer of MarketingProfs. They discuss how to create interesting and engaging content in a world where B2B marketing often defaults to "B to Boring." Ann shares data from MarketingProfs' annual content marketing research report, highlighting the key factors that differentiate the most effective content marketing programs.
The conversation explores the importance of being obsessed with the audience, having subject matter expertise, and producing high-quality content that meets the audience's objectives. Ann and Shafqat also discuss the role of AI in content creation, emphasizing the need to use it as a research tool and to strengthen human creativity, rather than replacing it. They also touch on the evolving landscape of distribution, highlighting the importance of email newsletters and the need to rethink how we use social media.
What you'll learn:
- How to create content that stands out from the "sea of meh."
- The key factors that differentiate the most effective content marketing programs.
- How to create content that is not only informative but also enjoyable for the audience.
- How to use AI as an enabler, rather than a threat, in content creation.
- The importance of email newsletters in a changing distribution landscape.
