Host: Dave Knox, Managing Director, WPP Ventures, Author of Predicting The Turn: The High Stakes Game of Business Between Startups & Blue Chips
Co-Chair: Jonathan Gandolf, Chief Marketing Officer, Braxton Brewing Company
Co-Chair: Jake Rouse, Co-Founder and CEO, Braxton Brewing Company
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: Marc Sternberg, Co-Founder, Brand Innovators
Daniel Ashbridge, Director of SEO, Everything But the House (EBTH)
Abbey Dryden, VP of Marketing and Project Management, Tire Discounters
Jonathan Gandolf, Chief Marketing Officer, Braxton Brewing Company
Jason Loehr, VP Global Media & Insights, Brown-Forman
Rachel Chambers, Brand Director, Airheads, Perfetti Van Melle
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: Christopher Wolfel, Co-founder and SVP of Sales, Mavrck
Monica DeMeglio, Senior Marketing Writer, The Ohio State University
Ed Klene, Marketing Director, Sunny Delight Beverages Co.
James Marable, Manager, Recruitment Brand Marketing, Macy’s
Randal Moss, Digital Marketing Manager, ACCO Brands
Dave Knox, Managing Director, WPP Ventures
Jake Rouse, Co-Founder and CEO, Braxton Brewing Company
Christopher Wolfel, Co-founder and SVP of Sales, Mavrck
Americans spend 1.7 hours per day on social networks, which is more time than email and search engines combined. As a result, we’ve become a society whose purchase behavior is heavily influenced by the those we choose to connect with online. We’re also a society suffering from ad fatigue, fraud, and blockers. When people get overwhelmed, they tend to revert back to the things they trust, like human relationships. In the context of marketing, this gives influencer marketing a major advantage over other digital advertising methods. From the best practices of leading brands to FTC guidelines, learn the current state of influencer marketing, the seven steps required for success, and the power of content people trust.
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: Maureen Cronin, Sales Representative, Dstillery
Tony Blankemeyer, Data Commercialization Lead, 84.51˚
Joe Kikta, Social Media Marketing, U.S. Bank
Kristin Limes, Senior Marketing Associate, Cincinnati Children’s Hospital Medical Center
Jesus Valdez, former Director, Brand Marketing, Bob Evans & Wendy’s
There are a lot of broader discussions surrounding content marketing and how brands can connect with consumers better… but.. how? Let’s chat about tactical innovation, the intersection of Brands, Agencies and Platforms and ways to leverage a story that consumers actually want to hear about.”
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:Andy Brownell, Vice President Newsy Brand Studio, Newsy
Rick Ruskin, Marketing Lead – Global Connected Consumer, Commerce Team, General Motors/OnStar
Lonny Schwartz, Digital Marketing Manager, Assurex Health
Paras Shah, Sr. Manager of eCommerce, Georgia-Pacific Consumer Products
Eric Ziegenhagen, Director of Digital Engagement, Aparium Hotel Group/Hotel Covington
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
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