Next week in Vienna

The 4th Annual Content Strategy Summit (Vonlanthen Group) is only few days away. This year my speech will focus on Marketing Strategy and Effectiveness – and how a solid Content Strategy can better align the two different natures of marketing. The questions I’ll (try to) answer are:

  • what exactly is a ‘two-speed’ (brand building & demand gen/sales activation) marketing model?
  • why are the two speeds not choices but mutually interdependent and essential to companies’ long-term success?
  • how a common content strategy can help aligning these two nature of marketing?

Each company requires a two-speed model. Brand building and activation are both needed to sustain long term growth. The big challenge is how to “balance” the two speeds. Hopefully this will the clear outcome of my session.

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