Create Content People Care About: Mapping Your Content to the Consumer Decision Journey (Content Marketing Series)

This event is over.

Content marketing can seem like a major headache, both in content creation and measurement, leaving marketers to wonder: Is all this work actually making an impact on my business? It can be a challenge to break through the clutter and deliver meaningful content that people, well, actually care about. Join Maggie Avram, VP of Digital Strategy at Chicago’s Laughlin Constable, to figure out how you can strategically craft content around your customer's needs and make it work harder for your business.

Takeaways from this webinar include:

  • Marketers are struggling to break through the clutter of content that’s coming from competitors, publishers and consumers – and many are concluding content marketing “isn’t working.”
  • Strategy is about more than just knowing who you’re talking to or what you’re talking about; it’s about seeing them through all the phases and tangents of their journey.
  • Content marketing turns “scary” tech like personalization, automation, AI and voice assistance into tools users welcome. Don’t get it right, and “scary” stays scary.
  • Bold is good, but bold and off-mark gets you nowhere.
  • Knowing how to use strategy to move your customers along their journeys not only yields results — it turns people into advocates.

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Start: Wednesday, September 18, 2019 at 1:00pm

End: Wednesday, September 18, 2019 at 2:00pm



Maggie Avram
VP of Digital Strategy
Laughlin Constable- Chicago