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SXSW 2018

Truth, Lies, & Content Strategy

What brands think they know about content strategy & personalization is a lie. They think content strategy is a sexy deliverable that will be the silver bullet to make personalization magically happen with the push of a button. Then are shocked when it fails.
Content strategy doesn’t work. Content systems does. By taking an agile, systems-based approach to content, brands can regain control of narrative, understand their customers, & lay the foundation for true personalization.

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  1. Why is content strategy failing in the marketplace?
  2. How does an agile, systems-based approach to content lay the foundation for personalization?
  3. How can we as marketers champion this methodology within large organizations?


  • Leah Sand, Director, VML
  • Caitlin Checkett, Senior Optimization Consultant, Acquia
  • Chris Wallen, Managing Director, Experience Design, VML


Leah Sand, Assoc Dir, VML

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Brands & Marketing
  • Level: Intermediate
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