Events are almost always great for networking, schmoozing, and creating the subtle push to turn prospects into clients. But the top conventions do something much more important: They tell you a great deal about the current condition of any business. We believe marketers are prepared to take the next step in their own content journey. Not only are they great storytellers, but they'll have access to better information and produce smarter decisions which enhance their whole organizations. Here are 3 key changes taking over content advertising.