Margot may be an author, business owner, consultant, speaker, workshop leader, producer, and teacher—but first and foremost, she’s a content strategist with nearly two decades of content strategy experience and insight to share with participants at CMC18.
We know you can’t wait experience the brilliance she’s bringing to her two—yes, two—engagements at the conference, so we’ll give you a preview here:
Q: What excites you most about presenting at CMC18?
A: I’m looking forward to meeting some of the people in the trenches, who work across days, weeks, and campaigns to help brands develop sustainable content that executes content strategy.
Q: Why is NOW the time to master content marketing?
A: Content creep and platform proliferation are both at an all-time high. When marketers are tasked with creating more and more content that advances the needs of their brands over the needs of their users, they waste money, time, and loyalty. We need to address that problem especially in a tightening economy.
Q: What does it take to connect with customers today—and how can great content do that?
A: Consumers of goods and information alike suffer a trust deficit. Gone are the old arbiters of reality; homophily and peer reviews have displaced experts as a source of information and we’ve constructed pretty limiting filter bubbles for information—whether it’s about current events, political candidates, travel advice, restaurant recs, or new cars. But the smartest brands realize this and use content to educate and empower their customers. Great content today doesn’t make products more appealing; instead, it makes its users smarter, more savvy, and more confident in their decisions.
Q: If there was just one thing you could convince all content marketers to do, what would that be?
A: Produce less content, but ensure what you produce is good, accurate, sustainable, and valuable.
Learn more about Margot and what she’ll be talking about in her Building a Brand-Driven Message Architecture workshop (May 2, 8:00am – 12:00pm) and Como entrar no ritmo com a estratégia de conteúdo para experiências profundas session (May 3, 1:40pm – 2:15pm).