Subject to change
Kodi Foster, Head of Brand Initiatives, Outbrain
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 Central Region, Outbrain
Nick Hayes, Director of Adverting, Hotels.com
Paul Jones, Vice President, Brand and Digital Marketing, Mary Kay
Ashwin Nathan, Marketing Director, Digital Marketing and E-Commerce, PepsiCo
John Starkweather, Executive Director – Digital Marketing, AT&T
Jordan Kretchmer, CEO, Livefyre
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.
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.
Video advertising is growing at a monstrous rate: 50x since 2006 – making branded content the fastest growing ad format worldwide. We are inundated with ads and information, and suffering from Content Shock – informational overload that stretches our capacity to pay attention to and process information. Now, the pressing question that advertisers need to answer is how to not only reach consumers, but earn their attention and drive action, all while being cost effective. Learn how brands are utilizing viral video to cut through the clutter and seize measurable viewer attention.
Christine Ryder, Regional Vice President, Unruly
Explore Dr Pepper’s approach to content and storytelling strategy optimized for a fragmented media ecosystem. The leaders behind the strategy share their experience in building relationships with talent, while maintaining authenticity and staying nimble.
Ted Rubin, Strategic Advisor and Acting CMO, Brand Innovators
Successful social media marketing is all about relationships, with the highest ROR (Return on Relationship™) coming from relationships with your Brand Advocates — those people who are so delighted by your product/service/brand that they can’t wait to tell their friends and their whole social networks about their experience. Author and brand marketer extraordinaire Ted Rubin shares 12 ways to build your brand advocacy base, increasing ROR while building brand equity and boosting the bottom line.
Peyman Nilforoush, CEO, inPowered
Every day people create billions of pieces of content, yet there is only so much time in a day for people to consume content. How do you get people to actually pay attention and engage with YOUR content?
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. It’s not just about being content marketing, it’s about being a content marketer.
America’s look is changing. The nation’s minority population is growing 21 times faster than its white population.
And for the first time, the number of whites dying is outpacing that of white births. Filling that gap is the exploding Hispanic population. There are now more Hispanics living in America than Canadians in Canada. Texas, California, Florida, New Mexico & Hawaii have become “majority/minority” states, and eventually, the entire country will be. As marketers, the growth of your brands have to follow the growth of the country. It’s an incredible challenge, and an even bigger opportunity. How to capture that opportunity is the subject of the upcoming book, 1+1=3: Changing the Equation with the Booming Hispanic Market. 3X AdAge Multicultural Shop of the Year, Dallas’ own Dieste provides an exclusive sneak peek.
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: Ken Nelson, SVP Advertiser Services, Collective