After 600+ articles and 10M+ pageviews, Andy Crestodina and his award-winning team put all the best aspects of their content creation process into a single set of best practices.

From the first moment inspiration strikes to the final performance reports, this session reveals a comprehensive process for producing high-performing content. You'll learn...

• How to find the fit between topics, formats, and promotion channels
• How to research keywords (and when not to)
• When to launch a new URL, and when to re-use a seasoned one
• Formatting, visuals, contributor quotes, and all the other little deal-breakers

It might be an inspired point of view. It might be a detailed how-to. Whatever the topic and format, this process sheds new light on the performance potential. Even the most experienced content writers and editors will leave with a new idea (or two) (or three).

Get ready to adjust your workflow… and maybe even your content strategy.

Are subject matter experts (SMEs) the same thing as thought leaders? And does it even matter if they're different?

In this session with Ashley Faus, you'll explore the differences between SMEs and thought leaders, how to work with each type of creator in the marketing mix, and how to build thought leaders in your organization. You'll learn...

• How to identify potential thought leaders in your organization using the four pillars of thought leadership: credibility, profile, being prolific, and depth of ideas
• How each type of creator contributes to the marketing mix
• When to launch a new URL, and when to re-use a seasoned one
• How to build thought leaders in your organization with practical exercises for narrative development, pitching and publishing, and personal branding

The internet we once knew isn't the same anymore. The platforms are hoarding traffic. Almost 60% of Google searches end without a click, and social networks have become notorious for dinging your reach if you dare publish a link.

And even if you do get that click, there's a good chance you're not even seeing it. Thanks, Dark Social. TikTok, WhatsApp, Slack? Any referral traffic you get from them is incorrectly marked as "Direct" in your analytics.

So, what's a marketer to do in this zero-click world? Fight fire with fire. Do Zero-Click Marketing. It's the new playbook to beat the platforms at their own game. In this session with Amanda Natividad, you'll learn...

• An overview of recent research that explains how we got to this point
• How algorithm optimization has evolved as we shift from SEO to social
• How the shift from SEO to social means shifting from classic content marketing to modern content marketing
• The harsh truth about attribution—and how to measure on a clickless web instead
• Frameworks to help you start zero-click tactics today

Discover how to revolutionize your B2B content and social media by leveraging generative AI for visual content creation.

University of Oregon instructor Lisa Peyton joins us to empower content marketers like you to save time and enhance visual storytelling. Whether you're starting from scratch or optimizing existing workflows, this session is packed with actionable insights tailored for B2B marketing success. During this session, you'll learn...

• How to build dynamic content that captivates audiences
• How to quickly generate a professional-grade image library
• How to create engaging looped animations in minutes—no editing skills required

Creating content is hard work—but repurposing it can be your secret weapon for maximizing ROI. Better yet, do it using AI in your workflow!

In this step-by-step session with Brooke Sellas, you'll learn how to take a single piece of content, like a webinar, and transform it into an entire suite of assets. From social media videos to blog posts, email campaigns, and more, you'll learn how to iterate strategically without losing your message or brand voice.

Get ready to dive into practical techniques, tools, and workflows for repurposing content efficiently. Whether you're looking to save time, extend the life of your best ideas, or reach new audiences, this session will equip you with everything you need to turn one piece of content into a full-fledged campaign.

You'll learn...

• How to break down long-form content into shorter, impactful pieces
• Using AI to streamline the repurposing process
• Best practices for adapting content to fit different platforms and audiences

Learn how to transform your phone into a powerful video production tool in this hands-on training session with A. Lee Judge. You'll gain practical knowledge in lighting, sound, framing, and using remote video production tools and software.

This session is packed with actionable advice and affordable accessory recommendations, empowering you to create professional-quality video content with confidence. You'll learn...

• How to use your phone as a professional video tool and maximize its potential
• Essential skills in lighting, sound, and framing to enhance video quality
• How to leverage remote video production tools and collaborate effectively with a remote video producer

Plus, you'll leave this session with a practical checklist and recommendations for affordable accessories and software to streamline your video creation process.

Creating videos featuring thought leaders and subject matter experts (SMEs) are more important to your content marketing program and credibility than ever. But does that feel like herding cats? Easier said that done?

You need actionable strategies to effectively prepare your SMEs, thought leaders, and internal influencers for impactful video interviews—and A. Lee Judge is back for a second session on creating video magic to help you do just that.

This session includes practical tips on question preparation, setting expectations, assisting remote speakers with technical setups, and selling the idea to participants. Get ready to clearly define your messaging, select and coach the right experts, and manage the interview process to ensure engaging and authoritative video content. You'll learn...

• A structured approach to preparing SMEs for video interviews
• How to craft compelling messages and questions that elicit insightful responses
• Strategies to "sell" an SME or thought leader on participating by addressing concerns and demonstrating value
• Techniques to coach SMEs and thought leaders into feeling comfortable, natural, and confident on camera
• How to assist remote participants with technical setups for high-quality production

Walk away from this session with a practical checklist to streamline the SME video preparation process.

How do you harness the power of storytelling to create impactful, campaign-specific narratives that resonate with your B2B audience?

Join us for this session with Sarah Greesonbach as she explores three elements of storytelling—detail, tension, and relationships—and how you can use them to craft and elevate stories that resonate with B2B readers. Plus, you'll dive into how AI can help you make that happen.

You'll learn...

• Must-have elements of storytelling for B2B campaigns and content pieces
• How to use AI in the storytelling and content creation process
• Examples of strong storytelling from today's B2B brands

Make the most of your marketing content—including videos, ebooks, and reports—through strategic distribution.

In this session with Zontee Hou, you'll uncover how to systematically turn your marketing assets into executions that work for your key distribution channels—from email to social media to paid media. Plus you'll learn key methods for identifying the best distribution channels throughout the customer journey, including B2B influencers, podcasts, forums, and more.

You'll walk away from this session with...

• A framework for atomizing large content assets into channel-ready, bite-size content
• Strategies for pairing your content with the right distribution channels
• Methods for increasing the impact of your content through partners and influencers
• Tips and tricks for creating a 360-degree experience for your audience

Using a simple and repeatable framework, Melanie Deziel will help get your creative juices flowing so you can generate a seemingly endless number of unique content ideas for any product, service, campaign, brand, or business. Even better, the system you'll learn during this session can be brought back to your team and replicated time and again, whenever you need more content ideas to feed the machine.

When you join us for this closing keynote session, you'll learn...

• A repeatable process for generating hundreds of content ideas
• A reliable idea-generation system you can share with your team
• A simple tool for turning one content idea into several

Walk away with newfound confidence in your own creative power!