Content people and marketing people: It’s complicated

Room D
10:20 a.m.-11:10 a.m.

Content strategists and the marketing team share very few traits. Their goals, strengths, weaknesses, and styles aren’t only different, but often conflict. The relationship between the two is crucial, but often broken. A little more understanding would go a long way—but only if the other side weren’t so annoying.

Drawing on a series of personal interviews and surveys, this talk looks at the role personal relationships play in creating this divide, the way organizational structure upholds it, and how strategy can overcome it.

In this session, you’ll learn:

  • How “pure marketers” think about content, and how “pure content people” think about marketing—prejudices, misunderstandings, and hard truths.
  • The skills that each side brings to an organization and how they ought to intersect and benefit everyone.
  • How the business structure, and the distance it does or doesn’t put between content/digital teams and marketing teams, affects the way the two sides relate and what work they do.
  • How content strategy needs to flow directly from the organisation's strategy (and how content marketing is much less important).

Who should attend: Content people who deal with marketing stakeholders. Marketers who hold a stake in content work. Managers of either. People with an interest in organizational dysfunction. Content strategists who want to know how they are perceived by others—and why and how to improve that.

About Max Johns

Max is a New Zealander who has been working with words and content - usually but not always of the digital kind - for more than 10 years. He's worked for public and private organisations, big and small. He's also been a marketer in a few different contexts. His most recent employer, Jade Software, partners with businesses on digital transformation programs in industries from energy to financial services. Away from work, he's one of three organisers of the Auckland Content Strategy Meetup.

In 2016, Max started Content Strategy, Simplified. The main purpose of this new venture is to make it easy for businesses to get started with content strategy, and to quickly build on successes - creating strategies that fill the most important needs first, and then expand.

By the time you read this he'll be a father of two, and probably quite tired.

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