Subject to change
Brand Innovators Network coming soon!
Content marketing has come of age. Over the past few years, electronic publishing has evolved from a novelty to a core competency and crucial strategy for leading brands. From outsourcing to content marketing factories to building full-fledged newsrooms, brands are creating and distributing more content than ever, engaging their consumers in authentic and emotional ways that they could never have dreamed people only a few short years ago. In addition to investing more marketing dollars than ever in content marketing, cutting edge brand marketers are now viewing content marketing as a primary “top of funnel” marketing function, supporting all marketing initiatives. No longer a step-child, content marketing has become an integral piece of the marketing process, prominently reflected in the org charts and media spends of market leading brands. Lean in and listen up, to learn more about how content marketing can drive your sales to new heights.
Moderator: Michael Wrigley, Chief Executive Officer, EngageSciences
Brian Solis, Principal Analyst, Altimeter Group, Author, Blogger, Keynote Speaker
Brian Solis shares his personal journey and insights in his adventures in content strategy, marketing and missteps…and how to think about it in your work.
Shafqat Islam, CEO, NewsCred
70% of consumers prefer getting to know a company through content vs. ads. As a result, brands are using editorial content to help tell their story. In order to nurture deeper relationships with ongoing conversations that focus more on people and their passions, brands realize they need to function like newsrooms, creating and curating compelling content at the speed and scale of social.
Adam Kmiec, Sr. Director, Mobile, Social, and Content Marketing, Walgreens
More content. More screens. More often. In the race to match the hunger for content that consumers have, companies are struggling to keep up. One simple adjustment to how you approach content, can make all the difference.
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.
Moderator: Caroline Hyde, Business Correspondent, Bloomberg TV
Jeremy Waite, Head of Digital Strategy, EMEA, ExactTarget/Salesforce.com
The more things change the more they stay the same. Many brand marketers believe that the industry has changed more in the last 2 years than in the last 50 years. For this session, Jeremy will be exploring if that’s really true, and if the challenges we are facing today are any different than the ones we faced years ago. This should be a fast-paced fun session about the difficult and complicated art of brand storytelling.
James Harris, Head of International Agency Development, AOL
Contrary to what many may think, in order to be successful in today’s digital world, marketers need to think more analogue. Human behavior is driven by the same cultural and societal need to connect both as individual and as part of a community today as it was decades ago. But how we connect has changed. This is what AOL sees as the intersection of culture and code.
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: Dan Best, Director of Planning and Activation, Unruly
Andrew Grill, Global Partner, Social Business, IBM
In today’s ever changing, cluttered social marketing landscape of new platforms, emerging markets and evolving technology, it’s near impossible for today’s modern marketer to find balance. Balance between the data-driven, more left-brained approach to effective content planning and a more creative, right-brained approach that (when done correctly) can result in pitch-perfect storytelling. One is grounded in facts and figures while the other is more intuitive and fluid, but both essential to helping brands create engaging content. So how do today’s busy marketers find the time for this delicate balancing act? It’s a problem most brands, regardless of size, are facing today. This panel discussion will explore best practices when it comes to achieving balance during the essential planning phase – and offer tips to ensure your team is utilizing both the left and right brainfor optimal results.
Moderator: Bernie Albers, Vice President of Business Development, Opal
Jeremy Waite, Head of Digital Strategy, EMEA, ExactTarget/Salesforce.com
Pernille Bruun-Jensen, CMO, NetBase
NetBase shares the social consumer point of view from a brand new study and reveals UK specifics for the first time.
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: Chris Seth, Managing Director, Europe, Dynamic Signal
Danny Haikin, Brand Director, Bowers & Wilkins
Tim Jackson, Head of Strategic Marketing, UNUM
Kristian Lorenzon, Head of
Social Media, O2 UK (a Telefónica company)
Andrew Smith, Mobile and Emerging Channels Manager, Bupa Australia & New Zealand
Wendy Tarr, Associate Director, Marketing Performance Management, Ernst & Young