The LavaCon Content Strategy Conference | 27–30 October 2024 | Portland, OR
Ashley Faus

Ashley Faus is a marketer, writer, and speaker by day, and a singer, actor, and fitness fiend by night. Her work has been featured in TIME, Forbes, and The Journal of Brand Strategy. She’s shared insights with audiences at Harvard Business Review, INBOUND, and MarketingProfs. She currently works for Atlassian, a collaboration software maker on a mission to unleash the potential of every team.

Audience Everywhere: The New Rules Of Content Strategy

The next evolution in content marketing is here, and marketers aren’t in charge. Customers are. Instead of moving through a traditional linear funnel, or engaging in a looping decision journey, customers are choosing their own adventure, charting their own path across all channels.

As marketers, we must think several steps ahead of customers and prepare content that delivers the right message, no matter which path they stumble upon.

In this session, we’ll explore the new rules of creating a content strategy when every interaction relies on content, every channel is a touch-point, and every person is on their own journey.

In this session, attendees will learn:

  • Frameworks and content pairing strategies that go beyond the editorial calendar and traditional back-linking tactics
  • Real-world examples of B2B companies taking an integrated approach to content strategy
  • Metrics and measurement across channels and throughout the buyer’s journey