Rethinking Relevance: Making Content Count Amid Overwhelming Uncertainty

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Presented by

Rob Leavitt, SVP, ITSMA; Danny Nail, Sr. Director, ABM, SAP; Meredith Fuller, Managing Director, Buyer Engagement, Quarry

About this talk

Content marketing is never easy even in the best of times. B2B audiences have little time, little tolerance for anything but the most relevant and compelling material, and timing is everything (i.e., if it’s not the right time, don’t bother me!). Today, of course, we’re not exactly living through the best of times. Amid the onoing pandemic, B2B buyers are dealing with extreme market disruption and a fundamental rethink of where their businesses go next. Every industry and every account is different but overwhelming uncertainty is everyone’s new normal. In this context, how can we develop and deliver content that counts? What are our customers and prospects looking for, how can we know, and how can we be most helpful in this most stressful of times? We’ve already pivoted to deal with the lockdown; how should we think about content marketing for the rest of this year and beyond? Join ITSMA’s Rob Leavitt, along with special guests Danny Nail, Senior Director, Account-Based Marketing, SAP and Meredith Fuller, Managing Director, Buyer Engagement, Quarry, on this BrightTALK Summit presentation to explore what’s working now and what’s next for content marketing as we begin to shift from immediate responses to the COVID-19 crisis to the “next normal” of ongoing uncertainty. Rob, Danny, and Meredith will discuss the most urgent challenges today in creating, customizing, and delivering relevant content, as well as longer term guidelines for successful content marketing in a constantly changing environment.

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