In content marketing, shift happens. And success is all about how you respond. Changing consumer interests, pivots in your organization's approach and emerging technologies (hi, AI! Hello there, TikTok!) mean that success in content marketing is about staying top of mind to your audience while making sure your bottom line is still all about results (One thing that hasn't changed? Your CEO's expectations for success).Which is why with Northwell Health's The Well, our mindset is that content marketing is more about having a process for perpetual improvement than it is about having a finished product.

In this session, we're going inside how experimental growth at The Well has led to sustainable content marketing success, including how we're integrating AI, applying our strategy to TikTok, and piloting monetization efforts (yes, content marketing that generates revenue!)