Scott Abel, The Content Wrangler, will explore The Content Marketing Strategy Trap and how failing to avoid it often leads well-intentioned strategists down the wrong path. Attendees will learn how avoiding the trap led one retailer to become a publisher of online repair manuals designed to teach “do-it-yourselfers” how to fix things, while
selling them the goods they need to do the job. Sales are driven completely by visually engaging, standardized instructional content delivered to the web, to smartphones and to mobile devices. Return on investment is no longer a wild guess. It’s directly tied
to individual pieces of content. And, the community is not only allowed to participate, but they are encouraged to create their own content. By thinking outside The Content Marketing Strategy Trap, the retailer has become a leader in their market. Their strategy is
so successful that other retailers of products that require assembly, sometimes break, or need occasional maintenance are clamoring to replicate it.
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