Transforming Content Structures for Talent & Technology
Join us for a candid conversation on how leading enterprises are rebuilding content from campaigns into always-on systems.
Panelists
Amanda Curtin
Amanda Curtin
VP of Content and Social Media, Synchrony
John von Brachel
John von Brachel
VP Head of Content Lab, Novartis
Agenda
AI is already reshaping how audiences discover, navigate, and convert – and those changes are only going to grow more intense next year.
For forward-thinking businesses, it’s no longer enough to “do content” as a series of campaigns. Today’s successful enterprise operates always-on content systems that connect strategy, structure, and technology. As audience behavior fragments across humans, search engines, and AI-driven discovery, content has gone beyond a marketing function and become an operating model problem.
This workshop will be a candid conversation with senior content leaders from industries like financial services and pharmaceuticals – the verticals that need to take the most deliberate considerations about consumer needs and regulatory frameworks before making changes to how they market and communicate. How are these enterprises rethinking content from the ground up?
The discussion will explore:
- how organizations are shifting from campaign thinking to content engines
- why new roles like Content Architects are emerging
- how federated team models balance speed and governance
- how workflows need to adapt to allow content to be created once, and then adapted to meet audience and LLM needs across channels and journey stages, and how AI helps
- the role of AI as a structural force reshaping organization design, not just production workflows
- why measurement has become the feedback loop that determines how teams evolve
The session will conclude by summarizing what any brand can do to create a practical 12–24 month roadmap to tackle this transformation, focused on building adaptable systems that can evolve with changing audiences, technologies, and business priorities.
What’s Knotch?
What’s Knotch?
All-in-one platform for content intelligence & optimization. Knotch One enables you to prove and improve your content’s performance - making all content your top performing content.
Trusted by the largest (and now smartest) brands in the world.
“Before Knotch we did not understand what content was driving business results. Now we understand which content moves the needle. Knotch’s cohesive reporting and insights paint a real picture of what’s happening on our website instead of the patchwork quilt that comes from a Google Analytics approach. With Knotch we have been able to re-prioritize ad spend, route better leads to our SDR team, and inform our content development initiatives.”
"The Knotch platform ensures that we deliver high-performing content tailored to young home shoppers, enhancing their experience and driving better business outcomes.”
"Our partnership with Knotch has been highly successful, empowering us to leverage data-driven insights and refine our content strategy.”
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