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A Conversion-Centric Approach to Content Marketing

Video Summary

We’ve all been in the room when someone asks the golden question: How do we get more traffic to our content? Here’s a better question: How do we hit our goals with the least amount of traffic possible? Changing the question can lead to a totally different approach to content marketing. One that prioritizes quality, conversion and impact. In this session, Hana will cover the core drivers of high-impact content including establishing content/market fit, advanced persona driven strategies and optimization.


Hana Abaza is the Head of Marketing at Shopify Plus, an ecommerce platform for high-volume, fast growing businesses. Prior to joining Shopify, Hana was the VP Marketing & Strategy at Uberflip. Her expertise lies in product marketing, content, demand generation and growth. Beyond her daily routine, Hana also a speaks at various industry conferences including CTAConf, MP B2B Forum, Traction and SaaS North to name a few and contributes to various publications like Entrepreneur.com, CMO.com, Content Marketing Institute and others.

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