Subject to change
Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Host: Ted Rubin, Strategic Advisor and Acting CMO, Brand Innovators
There’s no doubt about it. Content marketing has gone mainstream. Over the past few years, content marketing has evolved from a novelty or step-child within the marketing department to a core competency or crucial strategy for Fortune 500 brands. In addition to investing more marketing dollars than ever in content marketing, leading brands are now viewing content marketing as a dedicated “top of funnel” marketing function, supporting all marketing initiatives. Content marketing has become an integral piece of the marketing process, prominently reflected in the org charts of forward thinking brands. Hear firsthand how a strong content marketing strategy can drive a strong brand strategy.
Moderator: Brandon Bergmark, Head of Sales, West, Outbrain
Frederick Crosby, VP-Business Development and Marketing, Western Union Digital
Kenan Frager, Head of Advertising for Demand Generation, TIBCO
Kirk Heinlein, Director – Marketing Communications, Global Markets Advertising, AT&T
Chris Pemberton, Digital Brand Manager, Ghirardelli Chocolate
Soren Mills, Chief Marketing Officer, Newegg.com
As the number two pure-play online retailer, Newegg grew up in commerce while serving its community of 25 million+ tech enthusiasts. A strategic investment in and commitment to content has put the brand in a space unique not just to consumers or retail but in e-tail itself: an integrated retail environment underpinned by audience-centric content.
Let’s face it; there’ s a lot of content out there on the world wide web — maybe too much. Especially, now that every brand is a “publisher.” Breaking through the clutter has become more essential than ever, which is why brands need to think more like editors, creating compelling, interesting, and engaging content and experiences for consumers. Great content must resonate with consumers, in order for them to believe it, share it, and reflect positively on your brand. Learn how leading brands are learning to act and think like editors and what it takes to build a virtual (or actual) newsroom, and consistently publish first-rate editorial.
Moderator: Shafqat Islam, CEO, NewsCred
Lisa Camarillo, Chief Editor and Head of Sponsored Media, NetApp
Jenn Chen, Senior Storyteller, Lyft
Scott Palmer, Digital Marketing, Consumer Social Content Strategy, Intel
Rachel Rosenblum, Content Marketing Manager, Method Home
B. Bonin Bough, Vice President, Global Media and Consumer Engagement, Mondelēz International
Globally, IP video traffic will be 79 percent of all consumer Internet traffic in 2018, up from 66 percent in 2013. This percentage does not include video exchanged through peer-to-peer (P2P) filesharing. The sum of all forms of video (TV, video on demand [VoD], Internet, and P2P) will be in the range of 80 to 90 percent of global consumer traffic by 2018.
— Cisco Visual Networking Index: Forecast and Methodology, 2013–2018
The goal of every great piece of content marketing is to create an emotional connection with the consumer. Emotional connections drive engagement, and engagement drives word of mouth and brand loyalty. To that end, more brands than ever are embracing digital video to connect with their consumers in new and meaningful ways. In addition, digital video advertising is empowering brands with a new form of storytelling. Find out how cutting edge brands are moving the meter with digital video.
Moderator: Doug MacDonald, SVP of Sales, Celtra
B. Bonin Bough, Vice President, Global Media and Consumer Engagement, Mondelēz International
Jordan Kretchmer, CEO, Livefyre
Brands have spent the past decade building engaged communities on social networks, but Facebook’s recent algorithm changes have highlighted a serious flaw: social networks aren’t owned properties – they’re leased. See how leading brands are focusing their attention back to their owned properties, where they can create a similar experience for their audiences without giving up control.
We all know people share content on social media, but why? What do people share most in Johannesburg versus Jakarta? Do people prefer to share content that is educational or entertaining? As companies struggle to create content that is relevant and inspires sharing, SurveyMonkey teamed up with social@Ogilvy to study what, why and how makes social media users share. Review the findings of this 16-country survey to find out if your content hits the right chords with consumers globally.
Bennett Porter, VP of Marketing Communications, Survey Monkey
Suddenly, content marketing seems to be driving every aspect of the marketing funnel, from awareness to advocacy. Even the most forward thinking and agile businesses, however, are scrambling to get up to speed on the content front. From hiring the right team to integrating content marketing with other desks in the marketing department, getting up to speed seems to be the number one priority of many successful marketing organizations. Nevertheless, critical questions remain, including learning how to engage consumers with compelling content, determining how much resources should be allocated to the sector, and figuring out how to measure the effectiveness of content marketing. Find out what’s keeping these CMOs up at night.
Moderator: Ajay Ramachandran, SVP Corporate Development, Dynamic Signal
Deb Radcliff, SVP Marketing, West Marine
Arra Yerganian, Chief Marketing Officer, One Medical Group
Creating content and creating good content that people actually want are two very different matters, and seasoned brand marketers know that the secret to success is in finding the right strategy dictated by broader objectives, market opportunity, and most importantly, customer needs.
Indeed, depending on those variables, three major approaches have emerged through which brand marketers can identify and develop compelling content. Whether it’s through partnerships with existing creative organizations, working with individual people – celebrities and customers alike – or by taking on the challenge head on and producing content in-house, the key is to create something that doesn’t feel like advertising, but is informative, entertaining, or otherwise relevant to people’s lives and interests.
Moderator: Carter Hostelley, CEO, Leadtail
Christine De Martini, Head of Digital Media, Electronic Arts
Nidhi Gupta, Senior Marketing Manager, Western Union
Emmi Lim, VP-Advertising, First Republic Bank
Liza Sperling, VP of Strategic Business Development, Tongal
Bryan Kramer, CEO of PureMatter, Author of Human to Human: #H2H
Sight, sound, motion; video is the most engaging form of media. Video content has been playing on TVs for many decades and the majority of premium inventory for video still resides on traditional TV. With most people multi-screening while watching TV, earned digital video plays and other earned activity is becoming a major area of focus for marketers. See how paid impacts earned and how earned activity is used as a KPI for assessing creative effectiveness and optimizing media plan
Sean Muller, CEO, iSpot.tv
In the world of digital marketing and brand, “chicken” and “egg” are replaced by “customer” and “product”. But which comes first in your marketing efforts, and why? How do our brand marketing decisions and initiatives work to find unity between the Product and the Customer for greatest impact and success. Since its inception in 2006 Wix.com has leveraged a unique strategy and value set to drive global adoption. Learn how Wix.com has answered the age old question of the chicken or the egg (the customer or the product) in theory and practice to drive its user base to over 50 million globally.
Eric Mason, Director of Communication, Wix
Whether it is page views or leads you are looking for, success in content marketing is a function of what you are trying to achieve. Having said that, hopefully all of your content marketing efforts lead to new customers or conversions. Like other forms of digital media, brand marketers are constantly looking for metrics to help justify their investment in content marketing. How are brands successfully measuring content marketing results? What is the ROI of content marketing vis-à-vis other media? How can you enhance the ability of your content marketing to deliver more tangible results? Leading brand marketers share their insights.
Moderator: Thomas Flaherty, Director, Demand Partnerships, TapSense
Jessica Williams, Marketing Insights and Digital Analytics, Visa
Carilu Dietrich, VP of Corporate Marketing, Atlassian
Julian Scharman, Head of Customer Acquisition and Traffic, Betabrand
