Today's consumers are a wary bunch. That means if you're going to win with content in 2021 (and beyond), you need to fundamentally realign your thinking... and your expectations.

Instead of assuming your content will succeed, you now must assume your content will fail, and make CERTAIN you pass the three tests required for content to gain lift-off. We call these tests the "Three Drawbridges of Content Success."

Your customers constantly have their hands on the levers, deciding when and whether to drop the bridges and let you into their hearts, minds, and wallets. This fast-paced and funny presentation from Hall of Fame keynote speaker and author Jay Baer will entertain you. Inspire you. And scare you (just a tad!).

Before this session ends, you'll be scheduling a team meeting to rework your content marketing strategic plan.

You'll learn:

• How technology (and the pandemic) have shifted consumer attitudes towards brand content
• The Three Drawbridges for content success that you must convince your audiences to lower and the optimal sequence to approach them
• How other organizations have succeeded with content marketing based on the drawbridges framework

This webinar is part of our PRO-exclusive B2B Backstage series, which focuses on strategy and forward thinking. Our speakers share their unique stories and philosophies, encouraging attendees to think differently, to be more creative, to forge a path to better B2B marketing.