This Business Round Table by Exit Your Way® topic was “Generating Content That Connects”. The event featured panel members Adam Lewis, Elizabeth Crouch, and Jennifer Wegman. These professionals are responsible for generating high quality content in different situations. As a financial reporter for Pitchbook, Adam Lewis is writing news relating to the private equity markets and activity. Elizabeth is the enterprise marketing manager for Ookla, responsible for marketing Speedtest & Downdetector to enterprise clients. Jennifer Wegman is social media manager for privately held businesses and executives.
The panel began with a overview of what each person is doing in their current roles. Then we dove into different aspects of content generation.
It is interesting to note the vastly different content generation and marketing goals for the panel members.
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Several key items were covered. Understanding the purpose of each piece of content, knowing what point in the funnel your content is targeting, measuring content performance, and understanding the different options for distribution. These professionals brought a widely differing viewpoint on content generation. It was interesting though that even though the markets and types of information vary widely among the panel member, the basic principles still apply:
Know your audience, know what you want to accomplish with the content, get the content in front of the right people.
Thanks to the panel for sharing their time and knowledge.
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Thanks to the people who attended and who continue to support this group. We all rise together!
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