Content Marketing Friday Forum

EVENT AGENDA

• 7 Mistakes Marketers Make With B2B Messages (and the Brain Science to Beat Them)

  TIME: 11:30am–12:15pm LENGTH: 45 minutes

  Sometimes it's not what you say but how you say it. B2B marketers often learn this the hard way... if we learn it at all. The truth is you can have all the right information. All the right benefits. Even all the right prospects. Yet your messages can still fall flat.
  
  In this short, example-stuffed webinar, discover the 7 big messaging mistakes you likely make—and the quick fixes that'll increase your KPIs.

  You'll leave knowing:

  • The easiest and most overlooked way to increase revenue (the B2B Institute says it's 7x more effective!)
  • The misconception about your audience that costs you sales and makes you look less intelligent
  • The simple way to rewrite a headline that boosts engagement up to 140%

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  SPEAKER

  

  • Nancy Harhut
  • Chief Creative Officer
  • HBT Marketing

  Getting people to take action is what Nancy is all about. Her specialty is blending best-of-breed creative with behavioral science to prompt response. She and her teams have won over 200 awards for digital and direct marketing effectiveness.

• Designing Content Operations for Velocity, Consistency, and ROI

  TIME: 12:30pm–1pm LENGTH: 30 minutes

  Fragmented systems are quietly undermining marketing efficiency, brand consistency, and ROI—at precisely the moment your team is trying to achieve more than ever before.
  
  Tapping industry research and real-world data, Canto Senior Growth Marketing Manager Ariana Keil examines how leading marketing organizations are removing friction to scale content without adding headcount. She'll also show you how to embed AI for its greatest impact in your workflows.

  In this session, you'll learn:

  • How to fix existing operational weaknesses exposed by AI's content velocity
  • A practical, four-layer framework for modern content operations spanning asset management, production workflows, distribution, and performance measurement
  • The integrations leading marketing organizations use to reduce workflow friction, improve reuse, and protect brand consistency
  • Practical ways to turn your content operations into a measurable competitive advantage

  If it already feels like your lofty new year plans are in danger, this session is for you.

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  SPEAKER

  

  • Ariana Keil
  • Sr. Growth Marketing Manager
  • Canto

  Ariana is the senior growth marketing manager at Canto, helping teams organize, find, share, and analyze their digital content. With over 10 years of B2B sales and marketing experience, she brings a storyteller's viewpoint to product-led solutions.

• Content Strategy for Real Life: A Practical Roadmap for 2026

  TIME: 1:15pm–2pm LENGTH: 45 minutes

  You know your marketing strategy needs a refresh. But switching from a product marketing strategy to content marketing can be challenging.

  You're already stretched thin. Content and thought leadership take time. And getting buy-in from leadership only adds to the barriers!

  In this session, you will learn practical frameworks that make it easy to add content marketing to your strategy, map that content to the buyer journey, and get your leaders to say yes. Your unique content and viewpoints will help your brand stand out in 2026, and this session will get you there.

  You'll leave knowing the keys to:

  • Map your content effectively across the buyer journey using a strategy that works with limited resources
  • Shift your marketing from product promotion to insight-driven content
  • Get leadership buy-in for a strategy shift in your marketing

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  SPEAKER

  

  • Andi Robinson
  • Founder
  • Hijinx Marketing

  Andi is a content strategist, MBA professor, and consultant who helps organizations build stronger content operations and more innovative content marketing programs. She's the author of The Content Puzzle and hosts the Behind the Campaign marketing podcast.