Subject to change
Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Event Chairperson: Dave Knox, CMO, Rockfish
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: Jonathan Tauber, Head of Sales, Central Region, Outbrain
Aaron Eisel, VP, Ticketing & Business Development, Cincinnati Reds
Ernesto Levy, VP Marketing, Americas, Novartis Consumer Health
Jason Loehr, VP, Director of Global Media & Digital Marketing, Brown-Forman
It seems that every week another Fortune 500 marketer is opening an innovation lab in Silicon Valley in order to bring themselves closer to the world of digital and emerging startups. Yet closer to home, some of the world’s top marketers have partnered over the last 5 years to launch The Brandery in Cincinnati, Ohio. The first thematic startup accelerator focused on consumer marketing, The Brandery has graduated 45 Startups that have raised nearly $70 million in Venture Capital. Hear the story of how they reached this success through the support of marketers including Procter & Gamble, Nestle, Kroger and other leading companies.
Dave Knox, CMO, Rockfish
In a time where our attention span is shorter than that of a goldfish, many marketers think they must share more and more content to a highly distractible audience. But with organic reach plummeting, chances are your audience still won’t see your content unless you throw more money at social networks. By investing in your owned and operated properties and shifting the focus from the quantity of real-time content to the quality of real-time content, you can earn organic followers that persist beyond a campaign.
Jenna Langer, VP of Strategy, Livefyre
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: Jenna Langer, VP of Strategy, Livefyre
Keenan Beasley, Co-Founder and Managing Partner, The Strategy Collective
Dhani Jones, Partner, Proclamation
Randal Moss, Digital Marketing Manager, ACCO Brands
Matthew Newell, Digital Marketing Manager, State Farm
Kodi Foster, Head of Brand Initiatives, Outbrain
Content is no longer a “nice-to-have” and mobile is no longer the “new kid on the block” in digital marketing: they are the primary means of communication between brands and consumers. In this discussion, Kodi will discuss why fluency in content and mobile engagement isn’t just a marketing imperative – it’s a business imperative.
In today’s world of marketing, delivering genuine experiences to consumers is key. Brands must surprise and delight people in order to create lifelong fans. To do this successfully, brands need to build this sentiment into their DNA and embrace the action in the age of experience. Join Jake Rouse, Co-Founder of Braxton Brewing Company as he takes a deep dive into the how’s and why’s of branded behaviors, delivering on what consumers actually ask for, understanding data and performance and recognizing the reward in seeing consumers share your story.
Jake Rouse, Co-Founder, Braxton Brewing Company
Brian Goldstein, Global Sports Marketing, McDonald’s
Serving as an Official Sponsor and the Official Restaurant of the FIFA World Cup since 1994, in 2014 McDonald’s modernized its Player Escort Program which sent 1,408 kids to the tournament in Brazil for the opportunity of a lifetime. This was a chance to not only meet their soccer (football!) heroes, but to live out any sports fan’s dream and walk onto the field of play at the largest sporting event on the planet…all while holding hands with the greatest players in the game. Brian Goldstein, the Global Head of FIFA World Cup at McDonald’s will discuss the thought behind the brand’s content marketing program, and how he and his team turned the journey and experience around these special 60-second moments in time – already well documented on TV in 210 countries – into more personalized social media assets from some 300 brand events to be shared in near real-time with 80+ countries.
Managing the mix of content can be overwhelming; from which platforms to use to how better content can be created. Jason Loehr, Vice President of Global Media & Digital Marketing at Brown-Forman, will share perspectives and frameworks for leading content across iconic brands and diverse markets around the world.
Jason Loehr, VP, Director of Global Media & Digital Marketing, Brown-Forman
Norty Cohen, Founder & CEO, Moosylvania
Join us for the debut of our latest research on the Millennial generation. Building on two years of surveys and panels with this important influencer target, the 2015 Millennial Brand Ranking Report demonstrates which brands are connecting with Millennials and which ones aren’t, no matter how much they spend on advertising.
Increasingly, brands are realizing that there’s much more to social engagement than just marketing. From an employment perspective, social channels can be effectively utilized to reach local audiences and talent pools, identifying and engaging potential candidates and empowering current employees to become ambassadors for the brand. Hear from Macy’s and Dynamic Signal about the various ways brands can incorporate social media – both internally and externally – and other varied content to expand brand vision, employee advocacy and employment.
Henry Casanova, Director, Executive Recruiting & Social Media, Macy’s
Q&A conducted by Jim Larrison, General Manager and Co-Founder, Dynamic Signal
The intersection of digital content and commerce is reshaping the marketing industry globally. Until recently content and commerce existed in separate silos, creating disjointed customer experiences. The swift increase of mobile technology, along with the implementation of user-generated content into creative marketing campaigns has changed the game completely. Today, leading brands from a variety of industries are using compelling content to drive commerce online and people into stores. They are creating seamless, relevant experiences that not only inspire consumers, but also delight them enough to take action.
Moderator: Drew McKenzie, Director, Client Strategy, Ahalogy
J.B. Kropp, VP-Digital Strategy and Business Development, The E.W. Scripps Company; Founder, George Remus Bourbon & Rye
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: Allen Mason, Vice President Strategy – Communications and Media, dunnhumby, USA
Irv Cassio, Director Digital Experience, Luxottica Retail
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.