Closing the Gap Without Falling Into It: Creating an Ecosystem to Unify Content Strategy Across the Client Journey

Presentation by Andrea Ames (@aames) from Intelligent Content Conference 2017 (#intelcontent): http://www.intelligentcontentconference.com/sessions/setting-up-an-roi-process-around-content/ Are you a Marketer thinking post-sales content has only a niche role to play in marketing? If you’d like to increase post-sales content in the pre-sales phases of the client journey, do you have resources — time, money, or people — to do so? Are you a post-sales content professional who has been told “everybody sells?” Have you been asked to demonstrate how your work contributes to revenue generation and customer loyalty? If this sounds familiar, join Andrea to discuss how a content strategy that is unified across the entire client journey — from discovery to advocacy — and the right ecosystem (team, culture, etc.) can help you address these truths. In this session, you will learn: Key components of a unified content strategy to deliver successful content across the client journey Content ecosystem prerequisites for successfully creating and implementing that unified strategy How people and culture (organization, roles, incentives, performance measures) can drive your strategy — or send it over a cliff!Read less