Improving Content ROI in a High-Cost Attention Economy

CMOs are under growing pressure to produce more content, across more channels, with tighter budgets and rising production costs — especially as video becomes dominant. Analysts increasingly warn that content volume alone is not a growth strategy. In an environment where attention is fragmented and moments are fleeting, without smarter reuse, faster testing, and AI-assisted continuous optimization, brands risk overspending on content that fails to drive impact.

At the same time, consumer trust is shifting away from brand-generated messages toward creators, communities, and peer voices. Winning the moments that matter now requires coordinated storytelling across formats, platforms, and influence networks — not isolated assets. AI is increasingly helping teams detect emerging moments, test creative faster, and scale what resonates in real time.

This session examines how marketing leaders are rethinking content strategy to improve ROI while increasing relevance in a moment-driven marketing landscape.

Key takeaways:

• Find out how to reduce production costs through content reuse and AI-assisted creation and optimization
• Increase speed of testing through AI-enabled, organic-first experimentation
• Scale only high-performing creative into paid media
• Discover how to shift from one-off assets to always-on, moment-led narrative storytelling
• Integrate influencer and community content into brand strategy without losing brand control
  

Speakers

Georgina Wilczek
Event Host
CX Network

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