Track Sessions

Content Strategy and Operations

The success of digital transformation – and b-to-b marketing in general – is highly dependent on a strong b-to-b content engine and ecosystem. Unfortunately, many b-to-b organizations still suffer from systemic content-related issues across strategy, people, process and technology. In this track, we will share advancements and best practices in content marketing, content strategy and content operations that leading b-to-b marketing organizations are embracing to transform their content engines from constant challenge to competitive differentiator.

How to Build the Content Measurement Dashboard

SESSION FOCUS: ADOPT, OPERATIONALIZE
Presenters: Christine Polewarczyk, Phyllis Davidson

B-to-b organizations spend half of their marketing budgets creating content, and 83 percent plan to increase that level of investment this year. Few organizations, however, have a strong grasp of exactly what this investment yields or how to optimize it, because content metrics are scattered across multiple systems, teams and tactics. Last year, we provided a framework for rationalizing content metrics in order to understand and optimize content processes and performance. In this session, we will put the SiriusDecisions Content Measurement Framework into action using the brand-new Command Center in order to reveal a 360-degree operational view of the health and business value of the b-to-b content ecosystem. This presentation will provide the following benefits:

For marketing:

  • Discover the most critical indicators of content performance and contribution to the business
  • Learn how to configure a best-in-class content dashboard for meaningful visibility into content health and performance
  • Get a sneak peek at a brand-new tool to power your content strategy and operations function with key insights

Programs of the Year: Content Strategy and Operations

SESSION FOCUS: OPERATIONALIZE, OPTIMIZE
Facilitator: Christine Polewarczyk

The one question that SiriusDecisions analysts get most often from our clients is: Can you show me an example of someone who’s doing “X” the best? Interactions with hundreds of companies and thousands of seatholders allow us not only to answer the question in the moment, but also to bring examples to our Summit attendees in a series of sessions we call Programs of the Year. This presentation will provide the following benefits:

For marketing:

  • See which content strategy and operations programs our analysts have chosen as best-in-class
  • Hear from the clients who developed these programs, who this year will present their own winning stories