The Journey from Audienceship to Advocacy: A Content-led Approach in B2B SaaS

by Airmeet

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For a while now — though nobody fully understands why — it’s evident that people love to watch endless byte-sized videos of strangers experimenting with mentos and coke, binge-watch episodic content on Netflix and then join a fan community to talk about it. This content consumption behavior forever changes how you concoct your B2B SaaS content strategy.

Episodic video and audio, online events, and live streams compel people to want to engage with your brand — perhaps a lot more than a downloadable ebook does. Learn how to weave the old proven ways with new ones to create content that your target audience raves about.

We’ve got an exciting schedule packed with interactive workshops and panel discussions by marketing and event leaders from leading SaaS companies like Gong, MobileMonkey, Atlassian, Ally and more to probe a media-house-inspired approach to content.


Agenda

1) Using Live Experiences to Spark a Community

It’s easy to build a product. It’s damn hard to build a community. In this session, community and event experts talk about how live virtual experiences can be the instigator of a stellar community in the making.

2) How to Beat Webinar Fatigue and Stand Out on Video

In a world that’s increasingly relying on video, knowing how to present yourself and your message over video is going to be critical to your success. Lorraine shares her tips on how you can ensure that you stand out on video, whether you’re leading a team meeting, hosting a social webinar, or presenting on the big (virtual) stage.

3) The New-age Video Marketing Playbook

There’s enough and more guides on how you can use video to sell your products or services. Ashley will take a different approach and talk about how you can use videos and live social video marketing to forge connections with your audience.

4) Keynote: What’s next for SaaS marketing with Larry Kim

Join Larry Kim for his keynote session on “Unicorn Content Marketing” – where he will share his easily repeatable and super-actionable strategies and tips for maximizing exposure and value from B2B marketing, Including how to generate topic ideas for campaigns, as well as unusual and 100% legal ways to promote them!

5) The Long-term vs. Short-term Content Strategy Battle

Blog posts and ebooks are great. But they’re not performing as well as they once were. How can you preempt the content channels that’ll soon decay and start investing in ones that will scale? Marketing leaders share what’s worked, how they’ve drifted away from best practices when something hasn’t worked, and new initiatives they’ve taken keeping the big picture in mind.

6) Make the Most of Events: How to Edit and Repurpose Live Content

Make the most of your live events by editing and repurposing content. Join this session to learn Descript’s top tips for making the editing process efficient, effective, and fun. Jay will cover everything you need to know, from importing content into Descript, to editing and collaborating with teammates, and exporting your highlights, audiograms, blog posts and branded content.

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