Content Marketing Friday Forum

EVENT AGENDA

• Credible by Design: Creating Content B2B Decisionmakers Believe In (And Act On)

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

  Consumers are drowning in content, thanks in part to the daily tidal wave of AI-generated slop.
  
  With so much to sift through, decision-makers have no patience for content that's all sizzle and no substance.
  
  In this session, Melanie focuses on practical ways marketers can increase the credibility, accuracy, and value of our content marketing. She'll show you how to integrate reliable sources, provide proof of your claims, demonstrate your expertise, and help fill any knowledge gaps that might prevent your audience from seeing the value you provide.

  Join Melanie for:

  • An understanding of how B2B audiences evaluate content credibility
  • Practical ways to strengthen content credibility without adding complexity
  • Concrete examples you can adapt to your own work today

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  SPEAKER

  

  • Melanie Deziel
  • Creative Systems Architect, keynote speaker, and author

  Melanie is a creative systems architect, keynote speaker, and award-winning branded content creator who loves helping people and organizations unlock their creative potential. She is the author of Prove It: Exactly How Modern Marketers Earn Trust.

• How to Win the Deals You Can't See: B2B Content Strategy for the AI Era

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

  The B2B buying journey has fundamentally changed—and most content strategies haven't caught up.
  
  Today's buyers are 61% through their decision before first contact, forming opinions through AI-generated search summaries, peer communities, and internal buying committees. The brands that win are defined by: a brand that shows up consistently, credibly, and distinctively across every channel (whether curated and controlled, or not).
  
  Marketers need to reframe how they think about content strategy, not as a function that supports sales and product teams, but as a primary shaper of buying decisions.

  Join Ariana to:

  • A
  • B
  • C

  Whether you're an up and coming brand or a household name, this session will give you the language, the framework, and the first four steps to build a content program that wins before the first meeting.

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  SPEAKER

  

  • Ariana Keil
  • Sr. Growth Marketing Manager, Americas
  • 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.

• What's Missing From Your B2B Content (And Why Decision-Makers Aren't Acting on It)

  TIME: 1:15pm–2pm LENGTH: 45 minutes

  B2B marketers are producing more content than ever, but conversion rates aren't going up.
  
  The problem isn't volume or quality. It's perspective!
  
  Most B2B content is written from the inside out: company language where buyer language should be, claims where proof should be, and calendar-filling content where a deliberate decision journey should be.
  
  In this session, Belinda brings a conversion copywriter's lens to B2B content strategy, using the Outside-In Content Framework to pinpoint exactly where content loses decision-makers—and what to fix first.

  Join Belinda to:

  • Audit your content for the invisible gaps that stall decisions
  • Map what your buyers actually need to hear at each stage of their journey
  • Shift from content that informs to content that advances, moving readers to the next belief, one step at a time

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  SPEAKER

  

  • Belinda Weaver
  • Copy Coach
  • Copywrite Matters

  Belinda is a conversion copywriter and copy coach who has spent 16 years helping 200+ businesses say the right thing to the right people—in a voice that actually sounds like them. She runs Copywrite Matters, and is known for copy that sells like hell.