Courtney Cox Wakefield
Skip the Low-Hanging Fruit: Protecting Your Content from Commoditization
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In marketing, we often hear the phrase “low-hanging fruit” thrown around as if it’s a virtue. But in the age of giant brands like Google and Amazon, companies that choose to focus on low-hanging fruit are throwing away time and resources working on content that these behemoths will eventually commoditize.
In this session, you’ll learn how to play the long game by identifying the content that only your team can create, build an optimization strategy around that content, and protect your brand from commoditization.
Courtney is on a mission to destroy digital marketing mediocrity. For the last 15 years, she has helped dozens of companies abandon the gut-feeling approach to marketing and drive digital innovation. Courtney co-authored a book on Voice Search and serves on the editorial board for The Journal of Digital and Social Media Marketing. She lives in Dallas with her wife, daughter, dog, and five cats.