Content marketing, at its most fundamental level, is strategic and audience-first, not product first. It’s the purest form of marketing. Content marketing provides editorial-minded insights and education and contextualizes topics, using storytelling and creative to drive engagement.
There is a fundamental shift underway in how content marketing is being deployed to meet business outcomes — evolving from just driving brand building to also being a growth engine. Advanced content marketers are now connecting their strategies to the customer journey to seek a growth of audience, growth of conversion rates, growth in customer value, and ultimately growth in business value.
According to research done by ANA in partnership with The Content Council, investment in content marketing is growing robustly and now commands a substantial portion of overall marketing budgets.
Recognizing the substantial growth and interest in this important topic, the ANA wants to broaden how senior marketers and their content leaders view the discipline of content marketing. No longer is content marketing held in a corner, merely looking after the blog. Instead, they are starting to own the customer journey and activating customers across their journey.
In response, the ANA will convene our first-ever Content Marketing Conference. The event will focus on the strategy, resources, and best practices in content marketing that deepen customer relationships and drive measurable results. Some of the high-level areas the conference will cover include: developing content strategy, measurement, social and digital amplification, content partnerships, content that drives commerce, and creativity. This conference is for senior-level marketers and their content leaders who desire a shift to more advanced content marketing efforts.
Association of National Advertisers
About the Organizers
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