Knowing who your audience is, what they want, and what motivates them to buy is essential to creating the type of content that will resonate with and engage your audience. Our Audience Insights track offers you a wealth of information on how you can get to know your target audience and what to do with this information once you have it. Learn from content marketing experts like Josh Bernoff, Sarah Weise, John Stone, Areeya Lila, Re Perez, and Kenneth Kinney who will help you take your content marketing to the next level by incorporating what you know about your customers into your content strategy.

Below, we’ve put together a quick recap of each CMC 2020 session in the Audience Insights track. Find and watch the sessions that will help you make a difference in your business today.

Please note that you should log in before clicking the link if you want to go directly to the video.

If you haven’t registered yet for CMC 2020 Digital FREE, you can still access the 2020 sessions and our archive of content from CMC 2017-2019 for free until May 31st. Just register here.


Marketing Lessons from 200 Business Authors

Josh Bernoff

Josh Bernoff HeadshotThere’s a lot that we can learn from business books by experts and the ideas contained within them. Josh Bernoff has put together an interesting and unique case study of business book authors in his session, Marketing Lessons from 200 Business Authors. Find out how these authors’ strategies can help you with your content marketing efforts and personal brand. After attending this session, you’ll understand the three qualities that make powerful ideas spread: big, new, and right, how to create a content fountain that generates a regular flow of ideas, and how to turn data and case studies into compelling stories. You’ll also discover how to attract media attention and funnel it into your business while utilizing the social media tactics that authors like best.



Pivot Fast with Customer Research

Sarah Weise

Sarah Weise HeadshotConsumer behavior has shifted drastically in the past few months as a global pandemic looms over us. In uncertain times, if we are unable to pivot and find new opportunities, we may find ourselves out of business. In Pivot Fast with Customer Research, Sarah Weise discusses how to pivot and determine if you’re pivoting in the right direction. In this session, you’ll learn how to get rapid customer research and create the types of offerings and content that can support your customers where they are right now. You’ll also discover some ways to build empathy through social listening and video diaries as well as how to leverage new partnership opportunities for future growth.



Using a Customer Data Platform for World-Class Buyer Engagement

John Stone & Areeya Lila

John Stone Headshot    Areeya Lila HeadshotData is one of the most valuable commodities in the world, and it’s capable of influencing buying decisions and even changing human behavior. But you need to be able to access the type of data that will tell you the story you need to know to make critical decisions. In Using a Customer Data Platform for World-Class Buyer Engagement, John Stone and Areeya Lila show examples of how brands are building data dashboards that unlock growth hacks that change the marketing performance trajectory to achieve massive revenue growth in new ways. In this session, you’ll learn more about scrubbing data so it’s useful for decision making, building dashboard that can help guide marketing decisions, gathering insights from source to conversion, and more. 



Your Brand Should Be Gay (Even If You’re Not)

Re Perez

Re Perez HeadshotBuyers have taken control of our brand’s perception through things like social media, promoter scores, and product reviews. But you can change that by creating an authentic brand using a proven branding process that challenges mainstream branding methodology. In. Your Brand Should Be Gay (Even If You’re Not), Re Perez shows case studies that demonstrate the new way to shape brand perception and achieve marketing goals. After attending this session, you’ll understand how to radically shift your mindset around building your brand and practice a new branding process that will help grow your business.



Podcast Essentials: Connection, Production, and Measurement Tactics

Kenneth Kinney

Kenneth Kinney HeadshotPodcasts continue to grow in popularity as they offer an effective way for people to learn. With this growth, comes a surge in brands that are considering using this channel as part of their content marketing strategy. While some look at podcasts as just another sales channel or content platform with little return, others are finding that it is actually a great way to connect with their target audience. In Podcast Essentials: Connection, Production, and Measurement, Kenneth Kinney discusses the best ways to use the power of podcasting to grow your business. In this session, you’ll learn how to create more engaging podcast content for your audience, discover how to streamline your podcast production process by simplifying production elements, and get suggestions for measuring KPIs and attribution to track ROI.



CMC 2021 Registration Now Open

Want more CMC goodness? CMC 2021 registration is now open. This year, we have a new digital all access option that gives you all the perks of the All Access pass without having to travel to Boston next year. This is the ideal option for busy entrepreneurs and professionals that prefer online learning on-demand. Of course, we also have different options for attending live in Boston next April. When you register for CMC 2021, you retain your access to the CMC Digital portal until next year’s conference, which means you can continue to watch sessions from CMC 2017 –  2020.

CMC 2021 registration also gets you on-demand access to the workshop webinars we will be premiering later in the month. These 3-hour, comprehensive workshops offer a deep dive into the different aspects of content strategy – planning, creation, optimization, distribution, management, and performance. While non-ticket holders will have to attend live to see the content, anyone who has registered for CMC 2021 will be able to access the content and watch it at their convenience through the CMC Digital portal.

Commit to your learning today, and register for CMC 2021.