Content marketing success hinges on more than just creating content—it requires a strategic approach that connects with your audience and, in the best case, motivates them to engage with you further. In this session, we’ll explore the intersection of technical truth, strategic content planning, and communication built on empathy, clarity, and trust. We like to label the sum of those things “AX,” or Audience Experience.

We will show you how to link your product’s unique features with your audience’s needs, allowing you to craft messaging that resonates, with frameworks like the OSP Value Case and Value Map. We will define and demonstrate what makes “good” content and explore techniques for creating content that captures attention and drives action, whether generating leads, building trust, or fostering long-term relationships.

This session offers practical insights into transforming your content strategy into a marketing engine that converts, guiding you to communicate your product’s value in ways that matter most to your target audience.

##Takeaways:
- Understand how to align technical truth with audience needs to create impactful, fact-based messaging.

- Create “good” content using a structured approach rooted in empathy, clarity, and trust.

- Develop strategies for content marketing that drive conversions, from building trust to generating leads.

- Collaborate across marketing, technical, sales, and business teams to create content that delivers on your goals.

##Synopsis:
Learn how to turn your B2B tech strategy into content that converts. We’ll explore Audience Experience (AX)—the intersection of technical truth, strategic planning, and empathetic communication. Discover frameworks to craft messaging that resonates, builds trust, and drives meaningful engagement.