There’s no shortage of tips out there for ‘creating content that cuts through the clutter’. But what does that really mean? Content that results in vanity metrics such as likes and shares is one thing, but what can you do to make it go further to drive web conversions, leads, or minimize customer service calls? There’s both an art and a science to a content strategy that resonates with the right audience and inspires the intended response. In this session, we’ll discuss strategic considerations as well as that balance between trusting your gut and trusting data and analysis. You’ll have an opportunity explore some tools to aid in your content creation and walk away with ideas to test against your current approach.

12. Credit: Malcolm Gladwell, Revisionist History Podcast