Learn the Latest Trends in Content Marketing Strategy

Content is King! It all starts with quality content, so having a carefully executed content marketing strategy is vital for all businesses. From visual storytelling to social content, to mobile content marketing and video content strategy, this track will cover the most essential topics to ensure you have a cohesive content marketing strategy.

Wednesday, November 5

Check out these sessions on Content Marketing Strategy, or view the full agenda:

11:00-12:00

Creating and Executing a Relevant and Effective Content Marketing Strategy

This panel discussion will highlight the following content marketing initiatives that Monster have launched over the past few years. One example is PIVOT, where Monster partnered with an emerging TV network with a limited audience, allowing them to explore deploying ads with integrated content, produce a custom documentary, enjoy a social element and learn a number of things about new ways to condor content. This session will also look at going from ad/brand concentration to being part of the operating business, looking at how to manage and quantify ad spend as part of the business. This session will feature different strategies on how to use content marketing to reach your customers, including how to successfully implement social media into your content marketing strategy.

  • Speaker:
    Jeff Greenler, VP, Global Brand & Advertising, Monster
12:15-1:15

Focus B2B: Leveraging Kick Ass Content to Drive Profits

Consumer programs get all of the social and content marketing glory but B2B is where marketers can truly make an impact and move the revenue needle for their company. Great content builds brands, creates competitive differentiation and provides valuable leads. Even with this opportunity many marketers struggle with creating and scaling their content efforts. In this session you'll learn:

  • To think like a media company not a marketing department.
  • How to create content that actual humans and customers want to read.
  • Find your ideal audience and keep them.
  • Build a content distribution machine that drives traffic and conversions.
  • Measure what matters and track content ROI.
  • Speaker:
    Rob Begg, VP Enterprise Strategy, Hootsuite
2:30-3:30

Buyer Legends: A Simple & Actionable Way to Improve Your Marketing

In the two decades that Bryan & Jeffrey Eisenberg have been recognized authorities in marketing optimization they have learned that asking the right questions up front beats chasing the right answers. Executives often ask them: "what is the secret to selling more?" or "why doesn't my team get it?" Every brand has a story, the real and the imagined, but not all stories are heard, nor are all stories believed. Your buyers would love to experience delight every time they interact with your brand. No nuance or detail is neutral. Every click, every conversation, every interaction either enhances the customer experience or detracts from it. Buyer Legends is a business process that uses storytelling techniques to map the critical paths a prospective buyer might follow on his journey to becoming a buyer. This process aligns strategy to brand story to the buyer's actual experience on their customer journey.

These easy-to-tell stories reveal the opportunities and gaps in the customer's experience versus the current marketing & sales process. These legends communicate the brand's story intent and critical touch point responsibilities within every level of an organization, from the boardroom to the stockroom. Buyer Legends reconcile the creative process to data analysis; aligning metrics with previously hard-to-measure marketing, sales, and customer service processes. The first result is improved execution, communications, and testing. The second result is a big boost to the bottom line.

  • Speaker:
    Bryan Eisenberg, NYTimes Bestselling Author, bryaneisenberg.com
4:00-5:00

How to Create Kick Ass Native Content

Join Tessa Gould, director of native advertising at The Huffington Post, for an insightful session on the fundamentals of creating an absurdly good native content campaign. The session will highlight key learnings and case studies gleaned directly from The Huffington Post's successful strategy for native content advertising.

  • Speaker:
    Lauri Baker, VP Brand Strategy, The Huffington Post

See the Full Agenda