Subject to change
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: Michelle Crames, VP New Markets, Bottlenose
Brady Walen, Brand Manager, Widmer Brothers Brewing
In April 2014, Widmer Brothers Brewing kicked off a year-long celebration to commemorate the brewery’s 30th anniversary. Given the significance of this milestone — only a handful of American craft breweries have reached the 30 year mark — the brewery’s marketing strategy was to leverage the 30th anniversary as a platform to support several unique and creative initiatives over the course of an entire year. Brady Walen, Brand Manager of Widmer Brothers Brewing, will offer an inside look at the marketing strategy and tactics for the 30th anniversary and discuss the campaign’s goals, challenges and successes, with a focus on three of the year’s biggest initiatives.
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: Jon Kishpaugh, Account Executive, Livefyre
TJ Ansley, Director of Digital Media, Portland Trail Blazers
Leslie Constans, Strategic Brand Communications & Marketing, Cambia Health Solutions
Jacob Curtis, Marketing Manager, CON2R
Michael Ehrlich, Director of Public Relations, adidas
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.
Bryan Rhoads, Global Social Marketing, Intel Corporation
Audiences and the media they consume are in constant motion. The modern web, the devices that we use, the trends and the overall electronic ecosystem is a thing of marvel, but it’s really nothing new. Its rather the continued evolution of our social animal and our hunger for what the ancient Greeks would call “mythos”. Bryan will discuss how our jobs are changing to meet new demands and demo Intel’s global approach for storytelling w/ special emphasis on the award-winning the Creators Project w/ VICE media andIntel iQ.
George Huff, CEO, Opal Labs
Diane Aylsworth, Marketing Director, Stumptown Coffee Roasters
In 15 years, Stumptown Coffee Roasters has evolved from a small, local coffee roaster on SE Division St. to a well-known national brand. We’ve expanded to new markets, new product lines, and evolved in the digital age. To stay relevant and true to ourselves, we are constantly refreshing our brand through content and artistic exploration. Here’s how we do it.
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: Brandon Bergmark, Head of Sales, West, Outbrain
As healthcare providers adopt retail practices to address the needs of the new healthcare consumer, CarePayment guides them down the path to improving their patients’ financial experience and removing perceived barriers accessing care.
Huntley McNabb, VP Marketing, CarePayment
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: Bernie Albers, VP Sales and Business Developmen, Opal