“Content isn’t what it is, content is what it does.”

Content that addresses your customer’s pain points and solves their problems is what truly adds value, and ultimately, drives profits.

-Jim Edwards, Vistage Speaker, Publisher

The 7-Step Content Mastery Framework: The Power of Content Marketing to Drive Profits

Presentation OverviewThe relationship between buyers and sellers has undergone a major transformation. Traditional sales and marketing practices have lost much of their effectiveness to influence buyer behavior and drive profits. According to a study commissioned in 2016 by the Corporate Executive Board (CEB) and Google, both B2B and B2C customers reported being more than 60 percent through the marketing and sales process before engaging a sales rep, regardless of price point. More accurately, 60 percent of the sales process just disappeared.

The fundamental implication is clear: companies that “show up strong” and provide access to credible, consistent, and personalized content are influencing this 60% of the sales process, impacting the customer’s decision, gaining market share and driving profits.

Using his 7-Step Content Mastery Framework, Jim Edwards will demonstrate with stories, tools, and four-generations of real-world publishing experience, the road map that your company can deploy to “show up strong” with content marketing.

The value you will receive:


  • Learn how the 7-Step Content Mastery Framework will ensure that your company “shows up strong” and converts marketing efforts into sales.
  • Learn how the 7-Step Content Mastery Framework will increase web search visibility by establishing your company as a known expert with authority and trust by helping your customers solve their business problems, not by being solely promotional.
  • Immediately apply tools and templates from the 7-Step Content Mastery Framework to your own company’s marketing and sales program.
  • Understand the role of marketing automation, as a tool to work with current inbound lead strategies, to nurture and convert to sales by using credible, consistent, personalized content.

Presenter: Jim Edwards

Jim Edwards is the CEO of SpryIdeas, a leading content marketing agency and publisher based in Ann Arbor, Michigan. Jim is a recognized expert in content marketing for the pharmaceutical, automotive, and industrial B2B markets. Using his 7-Step Content Mastery Framework, Jim has helped clients create meaningful customer engagement, position themselves as thought leaders, and drive profits by implementing the unique methods and approach to content (marketing) traditionally used by publishers.

Jim received his undergraduate degree in International Business and French from the University of Wisconsin-Madison and an MBA from the City University of New York.

Companies that have benefited from this presentation:

Gecko – Canada

Some Insights that Inspired Attendees:

“I thought I had a plan, but it needs work.”
“Planning without KPIs is just guessing.”
“A great guide for engineering a sales strategy based on customer personas.”
“I learned how to take an ‘engineering’ approach to marketing.”
“Create content for each persona and each stage in the buyers’ journey.”