We’ve asked some speakers from Content Marketing World 2012 to give us a bit of a teaser for their session. Here is what Jonathan Kranz, from Kranz Communications, had to share:
Oh boy, oh boy, even though I’m the moderator for the Content Integration Track and should project an aura of calm authority, I must confess some excitability when it comes to the subject at hand. Truth is, too many content campaigns are disintegrated. Disintegrated from a coherent sense of purpose. Disintegrated from a carefully thought-out marketing strategy. Disintegrated from business processes that should connect content to action, action to engagement, and engagement to sales. So, content campaigns fail and the nay-sayers wag their heads: “Told you so. Content marketing doesn’t work.” Well, we’ve got a line-up of heavy hitters who KNOW how to make content campaigns succeed by aligning the stars and integrating all their efforts into a meaningful, intelligent whole. I know some of the speakers personally — Andrew Davis and Amanda Maksymiw – and the others I’m eager to meet: Todd Wheatland, Jay Baer and Kevin Cain. Count on this: I’ll be listening carefully. I’m going to ask lots of questions – tough questions, probing questions, provocative questions. And I’ll to encourage you to do the same. Together, we’re going to bring out the best from some of the best content marketers in the business.