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Andrew BredenkampScott Abel

Wednesday May 27 No Neutral Content

Content Controversies

#1 Does everyone work for marketing now?

2014

Producing Enough Content 64%

Engaging Content 52%

Variety of Content 45%

Content Marketing Conference Cologne

The Content Quality Imperative

2015

Engaging Content 54%

Producing Content Consistently 50%

Measuring 49%

#2 Does the customer journey have a finish line?

Take the Buyer’s Journey for What it IsErin ProveySirius Decisions

BrochureGlossySlickColorfulReader-friendlySexyCompelling

ManualPlainDullBlack & WhiteConfusingDryBoring

#3 The Mega-trend toward more casual content

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They won’t take us seriously

complexity = credibility

competing for attention is tough

#4 Consistency in a world where everybody creates content

Content Marketing Conference Cologne

The Content Quality Imperative

#5

Story x Voice = Impact

Helping the world’s greatest brands Speak With One Voice

Wednesday May 27 No Neutral Content