Maintaining an emotional connection with your audience requires a sustainable, smart and flexible content program. In this presentation, delivered by the Pace team at Content Marketing World 2015, we discuss how to put the customer at the center of your content marketing strategy. How do you get close to your audience when you lack a perfect system? We explore a case study about a multichannel content program created for AAA, revealing a few creative and efficient ways to develop and distribute quality content. Key takeaways: -Think of your content as an extended conversation -Deliver content to a limited set of audience segments to start; learn and expand -Develop a mix of created, edited and curated materials -Create once, publish everywhere -Consider internal company channels to amplify reach (i.e. content created to help AAA travel agents keep the conversation going)