What Drives You Into a Content Strategy Roll?

CNN's John Sutter talks about how he came into the world of content strategy. He says his first real marketing job was in aviation, when social media wasn't even a thing. His career now is focused on writing and producing videos for other people to watch. "I don't understand how they do it like you did."

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The old framework of the buyer’s journey is broken.

Customers expect more access than ever to educational, engaging content at every stage of their decision-making.

Ashley Faus believes it’s time to reframe the buyer’s journey as the content marketing playground where customers can learn, engage, and interact with content on their own terms—building trust and affinity that lasts a lifetime.

As the Content Strategy Lead of Software Teams at Atlassian, Ashley manages a team for content and distribution for iconic software solutions that unleash the potential of every team.

She talked to us about how to fully embody your audience, focus on building relationships, and reframe the content marketing funnel.

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