Case studies and advanced techniques from today’s leading brands November 12th – 14th • Dallas, Texas • www.ContentMarketingEvent.com Media Partners: Education Partner: www.ContentMarketingEvent.com • [email protected]• 1.800.882.8684 Speakers Include: Phil Newman Director Social Product Management Nike Julia Miller Director Content & Engagement Marketing, Benjamin Moore Naomi Garnice Director of Marketing Salucro Healthcare Carrie Sinclair Digital Marketing Director Honeywell Nathan Lump Director of Branded Content Condé Nast Jennifer Corbett Senior Director Audience Development Discovery Digital Newell Thompson Vice President Content Marketing & Strategies Time Inc. Nicholas Papagiannis Vice President Interactive/Search Cramer-Krasselt Sue Kwon Senior Director Content Strategy/Storytelling Symantec Utilize the NEWEST WEARABLE TECHNOLOGY to enhance your content strateg y Develop SOCIAL LISTENING STRATEGIES to measure audience interest and craft responses Enhance the DISCOVERABILITY of your created content Use LOCATION based marketing to tailor the most powerful content to hit your audience at the right time Engage your audience in SOCIAL MEDIA and create brand evangelists Leverage PROGRAMMATIC ADVERTISING to hand deliver your content to the right target audience Practice real time CONTENT STRATEGIES to maximize engagement and create brand strength Measure the returns and SUCCESS RATES of your content Michelle Magoffin Director of Social Media Farmer’s Insurance Register & Pay by August 22 to save up to $1000! (view last page for details)
Transcript
Case studies and advanced techniques from today’s leading brands
November 12th – 14th • Dallas, Texas • www.ContentMarketingEvent.com
Phil Newman Director Social Product Management Nike
Julia Miller Director Content & Engagement Marketing, Benjamin Moore
Naomi Garnice Director of Marketing Salucro Healthcare
Carrie Sinclair Digital Marketing Director Honeywell
Nathan Lump Director of Branded Content Condé Nast
Jennifer Corbett Senior Director Audience Development Discovery Digital
Newell Thompson Vice President Content Marketing & Strategies Time Inc.
Nicholas Papagiannis Vice President Interactive/Search Cramer-Krasselt
Sue Kwon Senior Director Content Strategy/Storytelling Symantec
Utilize the NEwEST wEaraBLE TECHNoLoGy to enhance your content strateg y
Develop SoCIaL LISTENING STraTEGIES to measure audience interest and craft responses
Enhance the DISCovEraBILITy of your created content
Use LoCaTIoN based marketing to tailor the most powerful content to hit your audience at the right time
Engage your audience in SoCIaL MEDIa and create brand evangelists
Leverage ProGraMMaTIC aDvErTISING to hand deliver your content to the right target audience
Practice real time CoNTENT STraTEGIES to maximize engagement and create brand strength
Measure the returns and SuCCESS raTES of your content
Michelle Magoffin Director of Social Media Farmer’s Insurance
Register & Pay by August 22 to save up to $1000! (view last page for details)
who will be attending:
PS: Don’t miss our workshops on programmatic
advertising, real-time social media engagement,
and wearable media marketing
Expected attendees
2
Brand Leaders in charge of:
Brand Activation
Social Media
Engagement Strategies
Content Marketing
Digital Marketing
November 12th – 14th • Dallas, Texas • www.ContentMarketingEvent.com
Dear Marketing Professional:
We all know that if you have the right content, delivered to the right audience, through the right medium, and at the right time, it will have a massive and long lasting impact.
However, how do you achieve this? What’s the plan? What solutions exist? The problem we see is that very few forums exist that will provide tangible, proven advice. Our research tells us that the seasoned content marketer would be interested in hearing tried and tested content case studies – the best practices that have actually generated results.
As a result, we have developed Advancements in Content Marketing 2014 (ACM 2014). With the support of some of the largest brands in the world, we aim to help you increase your content marketing results by giving you the tools and techniques required to:
• Utilize the newest wearable technology to enhance your content strategy
• Engage your audience through social media while creating brand evangelists
• Develop social listening strategies to measure audience interest as well as craft responses
• Leverage programmatic advertising to hand deliver your content to your exact target audience
• Enhance the discoverability of your created content
• Practice real time content marketing to maximize engagement and create brand strength
• Measure the returns and success rates of your content
• Use location based marketing to tailor the most powerful content to hit their audience at the right time
Designed for CMOs, VPs, Digital, Senior Content, Social, and Engagement specialists that support the leadership team with new content, platform positioning, content delivery, and audience engagement, ACM 2014 will take your content marketing results to the next level, stretch your thinking, and leave you with practical tools and ideas for action.
The wearable device revolution is coming. With major developments and unveilings such as; “Google Glass”, “Nike Fuelband” and “Samsung Galaxy Gear” it’s going to be critical to a successful content strategy to be prepared and versatile toward new platforms in order to reach this new consumer market as it takes off. This workshop will let you get hands on to look at what new trends are confirmed, expected, and what strategies major brands are already preparing to utilize to engage on new devices. In this session you will learn to:
• Pair augmented reality with digitally interactive billboards, print ads, audio ads, etc. to generate instant conversions
A brand that isn’t listening to consumer response is a brand that is flying blind and a brand that can’t grow. The good news it that more mediums are becoming available every day for brands to hear what their audience is saying and take part in the global conversation. This workshop will allow you to get a first hand, real-time, view on how some of the most social brands out there engage with consumers and learn straight from the experts why their strategies work: In this session you will learn to:
• Determine when and how to react to what’s being said. Should your brand make silent adjustments and improvements to audience feedback or announce its reaction?
• Cut down on white noise by honing your incoming social stream to be 100 percent relevant to your market.
Recent growths and trends in the field of advertising for the first time allow companies to purchase advertisement or “impressions” specifically on what audience and demographic it will hit; rather than the traditional means of hoping you’re purchasing advertisement in the right place and hoping they hit the right audience. In this session you will learn to:
What you will learn:• Utilize specificity and purchase access to only a key audience to drive your ROI and conversions.• Understand which metrics you should look at when purchasing audience impressions and how
you can avoid mis-targeting your campaign.
8:30 AM Registration and Coffee
4:00 PM End of Workshop Day
• Use wearable media as a major utility for a means to create and distribute new content and maximize it’s exposure
• Harness heart rate and wellness sensors for a deep measurement of content success metrics and measurements
• Exponentially increase your content sharing and discovery with the utilities offered by wearable media.
Phil Newman Director Social Product Management Nike
• Avoid losing key social feedback either, from or by, crossing social streams with similarly named or similarly positioned brands
• Use social listening to inform your content ideas and your ability to identify of social advocates.
• Develop strategies to inform and maximize your social media engagement
• How you can utilize traffic history and trends to deliver relevant content to your niche audience in real time when they are most susceptible to your brand message and how this can have massive impacts on your profit and interest.
Nicholas Papagiannis Vice President Interactive/Search Cramer-Krasselt
9:00 Leveraging Wearable Technology to Enhance and Measure the Impact of Your Content Marketing Strategy
11:30 Developing Social Listening Techniques to Drive Your Real-Time Social Media Marketing Efforts
2:00 Utilizing Programmatic Buying to Maximize the Impact of Your Content
Wednesday, November 12th, 2014
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If you have an applicable solution and have interest in showcasing your expertise by leading this workshop. Please contact Marc Zamarin at [email protected] or call 212-885-2694.
Main Conference Day one Thursday November 13th, 2014
7:30 AM Registration and Coffee
8:15 AM Chairperson Opening Remarks
8:30 AM Content Monetization Understanding your audience values and where opportunities lie
Content Monetization - Understanding your audience, their financial values, and where your opportunities lie. While strong content drives profit in a larger sense whether via brand recognition or product loyalty; a smart marketer will also look for ways to profit directly from their published content and offer purchasable content. From subscriptions to direct purchases to applications; missed opportunities spell out missed profits. This session will look at some of the more popular emerging content monetization strategies. In this session you will learn to:
• Understand what financial opportunities your content offers, how to leverage it, and where to apply it to maximize your return.
• Litmus test your content’s inherent value to truly understand what your audience will and won’t pay for
• Drive the balance between paid and free content to generate interest without cannibalizing revenue
• Offer additional value that provides a relative utility in addition to your content (metrics, mobile apps, customized data)
Bruce Schachne Vice President Market Development Standard & Poor’s Rating Services
9:15 AM An Editorial Calendar Saves the Day: How A Well-Planned Editorial Calendar Can Deliver More Interest
Powerful content goes beyond just creating a good story, video, or blog post. Good content at the wrong time can in many cases be perceived in a way that is wildly different than its intentions at creation. Likewise content that is getting delivered too often or not often enough can either damage a brand’s credibility or drive your audience to be apathetic to your message. This session will help you avoid the pitfalls in your content calendar. In this session you will learn to:
• Understand how real world social and business events can negatively or positively impact your audience’s perception and how to use this to maximize your brand interest
• Create a well-planned content distribution calendar that puts your message out at the right time without appearing cyclical or routine, avoiding consumer apathy and increasing engagement
• Control your audience’s journey through strategic content releases that lead them from one piece of your work to the next
• Manage your production team’s priorities and understanding of your brand’s content schedule influences to avoid ill conceived or poorly timed content
Carrie Sinclair Digital Marketing Director Honeywell
10:00 AM Personalized Content on an Unprecedented Scale
Personalized Content on an Unprecedented Scale Ensuring that relevant content is reaching the right people is the ultimate goal of content marketing. However, up until recently, the demographics have been broadly defined. During this session you will learn how to:
• Develop an upfront plan that targets the granular profiles of your specific customers
• Create content that fits those target customers
• Leverage the platforms that will allow you identify and access those target customers
Andy McKeon Global Customer Marketing Lead Facebook
10:45 AM Refreshment and Networking Break
11:30 AM Understanding and Developing Your Unique Brand Voice
Reaching your audience isn’t just about what you’re saying to them but also how you’re crafting your message. A strong content marketer understands the value of creating a strong style of messaging that stands out from the crowd if they want the attention of the consume body. In this session you will learn to:
• Understand the core principles of what makes a powerful brand voice.
• Shift your focus away from presenting benefits and features to communicating a value driven message
• Align your writing resources to all communicate within the same voice rather than pulling your brand in different directions.
• Understand how to commit to what works and how to use trial and error and experimentation to really resonate with your audience
1:30 PM Working backwards to move your content forward
Working Backwards to Move Your Content Forward: Making Distribution Your First Content Priority
Creating informative and value driven content is only the first step in a much longer path to successful content. Too many brands think that once they’ve developed strong content that it will become inherently discoverable and self distributing. Strong content starts with a strong distribution plan with a full understanding of what each channel can do for your message. This session will help you stop focusing on the why and what and start focusing on the how. In this session you will learn to:
• Understand the key benefits of various distribution methods (native, email, rss, sponsored,SEO, Social Platforms) and what it takes to make them work for your content
• Prioritize for creating a strong distribution plan to maximize the exposure of your content
• Build the background resources you need to be successful on the various available platforms
• Understand what actually makes each form of distribution work and to determine which are right for your content
Nathan Lump Director of Branded Content Condé Nast
2:15 PM Aligning Your Content Strategy Across Multiple Consumer and Business Segments Without Sacrificing Your Brand’s Style
Within the confines of content strategy how a brand speaks to a business and how they speak to consumers are two very different strategic approaches. It also goes without saying there must be some sort of unity in brand voice and style in all mediums. Under these main assumptions how does a brand that offers both business and consumer services communicate its value without sacrificing its voice? In this session you will learn to:
• Understand how to communicate your brands inherent value to any commercial segment
• Keep your content strategists flexible without leading them astray of your central brand voice
• Pick and choose content initiatives that communicate to your market segments individually
• Provide content that will generate interest among any audience
Kenneth Kim Director, Digital Strategy Prudential Financial
3:00 PM Networking Break and Demo Drives
Join in on this evaluation exercise that will assist you in benchmarking and assessing ready-to-implement solutions
3:45 PM Choosing Content Management Tools that Maximize your Content Exposure, Quality, and Recognition
Over the past few years the content marketing industry has veritably exploded with a wealth of potential resources and tool to manage your brands content strategies and consumer engagement. This panel will put together leading industry experts to bring clarity on what the leading solution types are that are available on the market, how they work, and how you can utilize them. In this session you will learn to:
• Understand Social listening tools and how you can use them to engage your audience and gauge brand sentiment.
• Distinguish between Content Management Systems and how they can be used to plan your content generation, delivery, and consumer strategy.
• Use content curation tools to simplify the process of redistributing valuable and relevant content to your consumers.
• Understand how content discovery platforms can make huge impacts of your ROI and your related interest traffic.
4:30 PM Understanding the Pulse of the Consumer Today and Delivering on Your Legacy
A strong brand legacy is a key social and content asset that every major brand should understand and incorporate into their chief strategy however understanding how to use this component is key to using it successfully. Your legacy doesn’t shift and change but the current mindset of the consumer does and with that in mind a strong content marketer must understand how to shift their approach accordingly.
• Understand and interpret your brands legacy and utilize what it offers to your content strategy
• rs to your content strategy
• Change the pitch and tone of your legacy content to appeal to changing consumer practicalities
• ing consumer practicalities
• Curate your own legacy material to develop viral interest and reengagement
• Develop your brand history as it unfolds to create a loyal consumer family
Robin Zucker Director of Social Marketing Playboy
5:15 PM Chairpersons Closing Remarks
5:30 PM End of Main Conference Day 1
Day oNE Continued
If you have an applicable solution and have interest in showcasing your expertise by leading this workshop. Please contact Marc Zamarin at [email protected] or call 212-885-2694.
8:45 AM CASE STUDY: Relaunching Your Brand: Knowing When it’s Time to Move Your Content onto a New Platform
From responsive design, to content management, to share-ability there are a lot of merits to choosing the right home for your brand’s content and curation efforts. It’s key when making these kinds of shifts that a strong content strategist is well informed to know which platform to pick, when to move, and how to unveil and roll out seamlessly. In this session you will learn to:
• Intelligently analyze your current platform and the options that are available to make sure you’re maximizing your content management and distribution efforts
• Take a critical eye to your content initiatives and understand how to successfully shift platforms
• Efficiently integrate your CMS choices into your existing efforts
• Anticipate and implement changes to your creation efforts and formating to align with your chosen platform.
Newell Thompson Vice President Content Marketing & Strategies Time Inc.
9:30 AM Creating value driven content in a highly regulated market in the face of limited options
Creating Value Driven Content in a Highly Regulated Market to Create Consumer Impressions in the face of Limited Options Many industries in todays Content Marketing sphere are faced with the challenge of creating good content that aligns with regulatory law. What you can and can’t say can really hamper what you want to say. This session will teach you everything you need to know to develop streamlined, strong, consumer targeted content that delivers it’s message despite any regulations that may be hindering your efforts. In this session you will learn:
• How to find, interpret, align to, and apply the governing regulations that affect your social media and content options and how you can minimize any limiting impact they may have.
• To get your same content message across by addressing adjunct concepts and issues with your concept that will draw your audience to the same conclusions a direct message would
• Train your content marketing staff in regulation while still fostering creative ideas and a rapid production cycle.
10:15 AM Maximizing Views: Creating Native Content with an Optimal Distribution Strategy
Everyone in content marketing knows that your content is only as strong its distribution. The strongest written piece of content can still fall flat if it’s distributed to the wrong audience or distributed in the wrong way. In this session you will learn to:
• The importance of going Native and why it’s successful
• Content Discoverability: Why After you Built it, you’re not done
• Cutting Edge Examples of Native Content and Distribution Tactics
Nicholas Papagiannis VP Interactive/Search Cramer-Krasselt
11:00 AM Networking and Refreshment Break
11:45AM CASE STUDY: Positioning Your Brand as an Authentic Multimedia Outlet Maximizing Your Reach, Credibility, and Perception as a Thought Leader
It goes without saying that positioning your brand as thought leader is tantamount to establishing your credibility and feeding the success of your content and social strategies. Many brands have gone so far as to create proprietary publications; curating essays, publishing and promoting new industry concepts as well as highly produced opinion pieces. Brands that really want to stand out and go the extra mile should heavily evaluate the merits of functioning as a total media outlet not simply publishing new content but also promoting and delivering it across a spectrum of mediums. In this session you will learn to:
• Re-envision your content publishing efforts to imitate the most credible media news outlets; treating your content as you would “beats” and your thought leaders as you would reporters
• Create a global newsroom model that connects your thought leaders to an editorial calendar by aligning business initiatives and retraining marketers
• Focus on creating content with enhanced accessibility by focusing on highlighting relevancy and importance rather than assumed value
Sue Kwon Sr. Director Content/Storytelling Symantec
Main Conference Day Two Friday, November 14th, 2014
If you have an applicable solution and have interest in showcasing your expertise by leading this workshop. Please contact Marc Zamarin at [email protected] or call 212-885-2694.
1:30 PM CASE STUDY: Striking the Balance: Creating Engaging Content that is Value Driven While Maintaining Cost Efficiency
A good concept is always a great start to a campaign strategy, but most brands don’t have the luxury of an infinite budget, nor do all players in the creation process necessarily understand these limitations. That being said a strong production team will always have new good ideas, which means it’s all the more crucial to pick the right content informed by a strong understanding of the relationship between cost, return, and value. In this session you will learn to:
• Creatively stretch your content and media budget to ensure strong, affordable content, that does not appear poorly conceived
• Communicate your cost restraints and key criteria to your internal staff and external agencies to make sure your content doesn’t fall flat due to misguided production efforts
• Harness consumer insights to gauge value prior to production ensuring impactful and engaging content
• Maintain a 1 to 1 ratio between your production and activation costs
• Keep your strategy mobile and realignment-capable to keep sudden changes from impacting your budget
Julia Miller Director Content & Engagement Marketing Benjamin Moore
2:15 PM Refreshment Break
3:15 PM CASE STUDY: Increasing discoverability using the composition of your content to drive your audience
It goes without saying that successful content is easy to discover, easy to search for, and easy to share. A successful content marketer knows not only to plan their content with these criteria but also pulls from the composition of their content to further pull in their consumer base. In this session you will learn to:
• Imbed captioning into your video content and use the same captions to empower your SEM campaigns and drive viewers to your brand
• Strategically title you work incorporating the characteristics that make titles successful and searchable
• Control your audience’s journey by structuring it to lead them from one piece of your work to the next
Jennifer Corbett Senior Director Audience Development Discovery Digital
4:00 PM CASE STUDY: How to Position Your Sales Professionals as Fearless Brand Advocates
B2B Marketers cannot afford for their Sales professionals to be inactive bystanders of their content strategy, they should be the brand advocates at the heart of it. LinkedIn is the perfect sounding board to create a meaningful brand experience for the businesses you want to reach; your Sales department can become the voice that carries your message across the nation and their growing networks.
In this session you will learn to:
• Position your Sales department at the center of your digital B2B strategy will increase your company’s presence online and brand credibility.
• Levarage a Brand Advocacy training series that produces results and aligns goals between your Sales and Marketing departments.
• Understand what content is most valuable to your customer base and their businesses that will build trust and brand recognition.
• Harness linked in to use the professional network to create a meaningful dialogue and drive new business
Naomi Garnice Director of Marketing Salucro
4:45 PM Chairperson’s Closing Remarks
5:00 PM End of Main Conference Day Two
Day Two Continued
“Every marketer knows that over the last few years our science has changed. It’s not just about the right marketing mix, the challenge now is about having the right allocation within each category and the right tactics within each. Digitally, the paradigm has shifted content marketing towards the top. As it’s moved upward, content marketing has also evolved. Personalization and predictive technologies are changing the spectrum of content types and categories to address the formats and needs of audiences. Brands are not just publishers anymore, they’re partners. At a time when consumer trust in brand content may be eroding (Study: Nielsen 2014), brands are working hard to offer and provide content that can provide value to their audience. The assumption is that brands that effectively provide the highest value will win, but time will tell if that’s true for brands. As the content marketing science evolves it’s important that marketers take note of the latest trends and tactics to adapt to consumer demands and achieve brand objectives. That places even more importance to educational venues like the “Advances in Content Marketing 2014” which provides the latest updates and learnings on the different areas of content marketing.”
Nicholas Papagiannis Vice President, Search Director Cramer-Krasselt
Marketing IQWebsite: www.marketingiqonline.com Delivering quality content and events to enhance your knowledge and strengthen you networksMarketing IQ is dedicated to providing practical, detailed information through conferences and training courses. By providing accurate, objective and up-to-date developments and trends in various industries, Marketing IQ enables organizations to remain competitive and profitable.Marketing IQ recognizes the value of face-to-face forums, and strives to make each conference a valuable learning experience, allowing our attendees to receive a maximum return on investment. Become a member here: www.marketingiqonline.com/member
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CRMXchangeWebsite: www.crmxchange.com CRMXchange has developed unique industry insights into the business intelligence and professional programs required for successful operations. Known by our audience as the “event site,” we are experts in Webcast hosting. Visitors to the site can participate in over 100 yearly interactive educational webinars. Register free with CRMXchange to receive a wealth of online resources including:• Live webcasts• White paper and featured column library• Contact Center and CRM News• Vendor Directory• Calendar of Events from Around the World• Virtual Conferences in Workforce management, Quality Assurance, Speech Analytics and Multi-Channel Strategies
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Cramer-Krasselt (C-K) is the second largest independent advertising agency in the U.S. known for integrated campaigns for clients such as Corona, Porsche, Panera Bread, Heinz and Careerbuilder.com.
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End users consist of major brand executives in: Digital Marketing, Content, Brand Messaging, Social Engagement
Solution Providers consist of companies with products or services representing: Content Management Systems, Content Curation, Content Discovery, Social Listening, Native Implementation, Publishing
registration, Pricing and venue Information
TEaM DISCouNTS Content strategy, social engagement, and brand voice are initiatives that require buy-in and strategic alignment across an entire marketing team to ensure effectiveness. In order to maximize ROI generated by your brand, take advantage of our group discounts by attending with your entire marketing leadership team.
This event will be held in Dallas, TX. As soon as a specific venue is confirmed we will post the information online. If you would like to be notified via email as soon as the information becomes available please email [email protected] with the following subject line: “Content Marketing Venue Request”.
