Program B2C Social Content Across Channels to Advance the Customer Journey and Drive More Revenue
Date & Time
Monday, October 16, 2023, 12:30 PM - 1:15 PM

B2C social teams are challenged to keep their streams active and engaging while continually being tasked with doing more. Whether it’s to create more content, drive more engagement, or add another channel - it’s exhausting and it’s a very channel centric way of prioritizing marketing effort.

So, let’s look at things from the customer perspective.

They discover the brand’s awesome social content and are intrigued, they like, they comment, they follow. Something piques their interest, so they go to the brand’s website. And it falls flat. They see generic product shots and features and benefits. The content feels stale. Same with the brand’s emails – outside of new product introductions, they’re getting reminders of what was viewed or left in cart and discounts focused on closing the sale.

We can do a better job of guiding potential customers from awareness to purchase and advocacy by addressing their distinct content needs within each phase of their journey. And it can be done by bridging the gaps with repurposed social content.

In this session I’ll walk you through a customer-centric approach to content planning for socially driven brands. I’ll share examples, frameworks, and actionable tips for getting more mileage out of your social content and creating a more cohesive and compelling customer experience that drives more revenue.

After this session you’ll be able to:

  • Establish a balanced set of social content pillars
  • Understand how the pillars tie to your customer’s content needs and journey phases
  • Create a prioritized plan for cross channel integration of social content that advances the customer journey and drives more revenue

Who should attend?
This session is for beginner to intermediate B2C marketers who are striving to deliver more cohesive and compelling omnichannel experiences and need some quick wins to get things moving in the right direction.

Location Name
Room 2
Session Type
Breakout Session
Session Topic