Later this month, marketers from all around the country and globe will converge in Washington D.C. for the 13th annual Content Marketing World.
Thirteen years! Just think about how much has changed in that time – not just in marketing, but in the world at large.
Keeping pace and making sense of all this change is a great reason for professionals to come together each autumn for CMWorld, absorbing the wisdom of expert speakers and connecting personally with fellow practitioners.
A look at the agenda for Content Marketing World 2023 illustrates a clear focus on timely topics and key challenges of the moment. Speakers will dive into top-of-mind items like the role of generative AI, the importance of humanizing content, and the nuances of marketing in tough economic conditions.
Read on for a rundown of 10 sessions taking place at CMWorld that are well worth checking out. (In addition, of course, to Lee Odden’s can’t-miss session at 1:45PM on Wednesday the 27th, where he’ll unpack the fundamentals of marketing with search intent.)
Don’t Miss These Speakers and Sessions at CMWorld 2023
Wednesday Morning Keynote with Beverly Jackson
Who: Beverly Jackson (Vice President of Brand and Product Marketing, Zillow)
When: Wednesday, September 27 | 9:05 am – 9:30 am
Where: CMWorld Keynote Stage
Why: Beverly is a reputed veteran marketing executive with a diverse track record that includes leadership roles at Yahoo!, MGM Resorts, Twitter, and now Zillow. Her perspectives are invaluable.
Prompts Unplugged: A Live Town Hall Experience with AAI*
Who: Ann Handley (Chief Content Officer, MarketingProfs) and Andrew Davis (Keynote Speaker &, Author)
When: Wednesday, September 27 | 9:30 am – 10:00 am
Where: CMWorld Keynote Stage
Why: If you’ve ever seen Ann or Andrew on stage before, the answer should be obvious. They are both smart and beyond witty. Seeing the two of them combine forces with a theme that promises to offer a hilarious spin on AI prompting sounds like a pure delight. Andrew’s later session on Artificial Influence will also be worth going out of your way for.
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Who: Emily Baker (AVP B2B Content Marketing, General Motors Financial), Brian Hale (Senior Comms Manager, General Motors Financial)
When: Wednesday, September 27 | 11:20 am – 12:00 pm
Where: Room 144
Why: One of the great things about going to CMWorld is being around so many like-minded professionals – people who work in similar roles and experience the same challenges, triumphs … and annoyances. This session theme perfectly captures that element of relatability and resonance; the contents will surely do the same.
7 Lessons from 7 Years (and Many Sleepless Nights) Building a Global Content Strategy
Who: Chloe Thompson (Head of Global Content Strategy & Thought Leadership, Reward Gateway)
When: Wednesday, September 27 | 1:45 pm – 2:25 pm
Where: Room 143
Why: I’m particularly interested in hearing people’s experiences leading and scaling content strategy at a global level. Chloe has done so with excellent results at Reward Gateway, and will share helpful tips around mapping to business value, testing and learning, and adopting a customer-centric lens.
How A Thought Leadership Research Content Program is Helping Autodesk Create a New Category
Who: Stephanie Losee (Director, Executive & ABM Content, Autodesk), Dusty DiMercurio (Senior Director, Industry & Portfolio Marketing, Autodesk)
When: Wednesday, September 27 | 2:35 pm – 3:15 pm
Where: Room 146A
Why: The impact of thought leadership in B2B marketing is well established and undeniable. Same with original and insightful research. As such, it’ll be fascinating to hear Stephanie and Dusty walk the crowd through their strategy at Autodesk that involved transitioning from outsourced research reports to launching an in-house original research publishing function.
The Future of Brand: What’s Next and What It Means for Content Marketing
Who: Dr. Marcus Collins (Clinical Assistant Marketing Professor, Ross School of Business, University of Michigan)
When: Thursday, September 28 | 9:25 am – 10:05 am
Where: Room 147B
Why: Author of the renowned new book For the Culture, Dr. Collins is a foremost authority on branding, and specifically the dynamic influences of culture on marketing. You can watch the interview with ABC News below to catch a glimpse of his eloquence and expertise.
The New AR That Every Business Needs: Authentic Reality
Who: Jenn VandeZande (Head of Digital Engagement, SAP CX), Amber Naslund (Enterprise Sales Leader, Marketing Solutions, LinkedIn)
When: Thursday, September 28 | 10:15 am – 10:55 am
Where: Room 152B
Why: Leaders from powerhouse brands speaking on the growing importance of authentic human storytelling, as emerging technologies disrupt content marketing to the core. This is a vital topic in the industry.
How Uber for Business Leverages Content to Accelerate Pipeline
Who: David Fortino (Chief Strategy Officer, NetLine), Arianna Etemadieh (Demand Generation Marketing Lead, US & Canada, Uber for Business)
When: Wednesday, September 27 | 1:05 pm – 1:35 pm
Where: Room 146B
Why: It’s more important than ever for B2B marketers to successfully engage in-market prospects using their content, and Uber for Business’s Arianna Etemadieh and NetLine’s David Fortino will shine a light on getting strategic and translating your content into B2B outcomes.
Headliner Keynote with Elizabeth Banks
Who: Elizabeth Banks (Director)
When: Thursday, September 28 | 12:45pm – 1:45pm
Where: CMWorld Keynote Stage
Why: If you’re looking to bring unconventional creativity and storytelling to your B2B strategy, you can’t miss the headline keynote speaker at this year’s CMWorld. Elizabeth has been involved with some amazingly imaginative Hollywood productions and most recently directed the theatrical absurdity that was Cocaine Bear.
So … What’s Your Impact Story? Telling Human-centric Brand Stories that Move the Needle
Who: Megan Gilbert (Vice President, FORTUNE Brand Studio, Fortune Media), Lauren Chomiuk (Director of Program Management, FORTUNE Brand Studio, Fortune Media)
When: Thursday, September 28 | 1:55 pm – 2:35 pm
Where: Room 152B
Why: Building on the distinct trend of authentic and emotional storytelling, Megan and Lauren will share inside stories of how their award-winning team at FBS helped showcase human impact through visionary and ambitious campaigns.
The Missing Piece of Your Content Strategy (Spoiler: It’s Empathy)
Who: Carmen Collins (Head of Social Marketing, Intuit QuickBooks)
When: Thursday, September 28 | 2:45 pm – 3:25 pm
Where: Room 146B
Why: “Empathy is like confetti, we throw the word around without understanding what it really is.” Carmen promises to get specific in this exploration of the single most powerful tool for B2B content marketing strategies.
You’re Doing SEO All Wrong: How to Optimize Content for Search Intent
Who: Lee Odden (Founder and Board Advisor, TopRank Marketing)
When: Wednesday, September 27 | 1:45 pm – 2:25 pm
Where: Room 145B
Why: “More than ever, B2B marketers are investing in content creation and SEO, so why are increases in rankings and traffic not driving an increase in new customers? Without attracting the right traffic, the right buyers and for the right reasons, content SEO can be a waste.” Lee will explore both the best and worst SEO content practices, along with a case study featuring LinkedIn, ande how an intent-based SEO content strategy can make your brand the best answer for buyers at the moment they need you most.
BONUS: In case you missed it during Lee’s exciting presentation, you can now grab a free special download copy of our Content Marketing World 2023: B2B Marketers’ Guide to Search Intent, including a full copy of Lee’s presentation.
Also check out our new list of “Top 50 B2B Content Marketing Influencers and Experts To Follow #CMWorld 2023.”
We’ll see you at Content Marketing World 2023!
