Product Content: The Hidden Gem in the Content Marketer’s Tool Kit

Presented by

Mary Laplante, Digital Clarity Group

About this talk

Content marketing and customer experience management are business practices that go hand-in-hand. You can’t deliver a great experience that engages customers without content that engages them. And you can’t win long-term loyalty and advocacy if you only engage them at the start of your relationship. That's why the most effective content marketing programs engage customers across their entire relationship with your brand—from marketing through sales through service. Join me, Scott Abel, The Content Wrangler, and my special guest, Mary Laplante, Vice President of Client Services at Digital Clarity Group, for a lively session about product content and its role in connecting prospects and customers to revenue. Attendees will learn how content marketers can reach deeper into their tool kit and put existing product content to effective use. Data sheets, product specifications, documentation, support information, training materials—this content about your brand’s products and services—can be invaluable when prospects are making the decision to become customers. Don’t leave these hidden gems at the bottom of your content marketing toolbox. ABOUT OUR GUEST Mary Laplante is Vice President for Client Services at Digital Clarity Group, a research and advisory firm focused on the content, technologies, and practices that global companies use to deliver great customer experience. Mary has spent her entire career in and around content management in its broadest sense. Her experience includes management and executive positions at several industry-leading specialty research and advisory firms. Most recently, she was vice president and practice leader for custom research and consulting at Outsell, Inc., a company focused on the markets for monetized content. Brought to you by: Acrolinx—the only software that can “read” your content, score it, and guide you to make it better — and better content means better business results. www.acrolinx.com

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