B2B Content Marketing Strategy

6 Turning Knowledge into Resonance

You can’t have ROI without the joy.

ANN HANDLEY

This is going to be hard to explain.

It all started at a marketing conference that took place at a hotel across the street from my apartment in Brooklyn.

My friends and I arrived the first morning a tad bleary eyed after the pre-party I’d hosted on my roof the night before. But we were excited to be there, because a bunch of our marketing friends from all over had flown in to speak and attend.

I’d (obviously) been to the hotel several times already for rooftop parties and dinner at the Italian restaurant, but when we walked into the lobby, I realized I had no idea where to go. I’d never attended a conference there before.

Almost immediately, we recognized friendly ...