Content Marketing


C1. Track Keynote: What it Takes to Build a Modern Customer Experience

Tuesday, December, 2: 1:30 p.m. - 2:30 p.m.

Everyone pays lip service to the power of today’s customers and the need to more fully and meaningfully engage with them, but not every organization follows through. The first step is to make sure you are truly listening to your customers, and not assuming you know what they want and need. AIA’s Kevin Novak takes a critical look at what it means to actively listen to your customers, why some organizations fail to do so, and why it is so important to crafting and maintaining a successful digital experience.

, President, Anderson Digital 2020
, Senior Director, Digital Data Strategy & Distribution, Marriott International
Update: Rethinking Content Delivery: Moving beyond a Traditional Web Content Management Approach
, CEO and Founder, 2040 Digital
The Age of the Customer

C4. How to Manage Multichannel Content Marketing

Wednesday, December, 3: 8:30 a.m. - 9:30 a.m.

Content is certainly the unifying element of a brands’ marketing across physical as well as digital channels. Once you have created your killer content how do you maximize its reach? How do you push out your content beyond your own channels in ways that are manageable? This session includes presentations by two organizations that have built marketing strategies based on the centrality of content and the power of effective distribution.

, Executive Editor, and East Coast Catalyst
, Head of Global Digital Brand Marketing, New Balance
The Content-Powered Organization
, Creative Director, Almighty
The Content-Powered Organization
, VP of Marketing & Communication, Builder Homesite
Pitch Perfect: How a Content Hub Can Harmonize Your Marketing

T4. Personalization, CMSs, and Content Strategy

Wednesday, December, 3: 8:30 a.m. - 9:30 a.m.

Personalization is on everyone’s checklist – organizations “require” it, consultants recommend it, and vendors “provide” it. Even with a lot of technology available, it is hard, and even harder to do it right. In this session we have two “how to” presentations. One speaker covers what to expect from CMS systems as well as strategic and operational issues organizations need to work through. The other presenter describes a content strategy and technique for a managed implementation of personalization.

, Chief Strategy Officer and Co-founder, Connective DX
, CEO, TBG (The Berndt Group)
Personalization Mechanics: Highly Targeted Content Within Your Web Operation
How to Deliver Contextual Content to an Audience of One

C9. Managing and Monetizing Paid, Owned, and Earned Content

Wednesday, December, 3: 11:40 a.m. - 12:40 p.m.

How does your organization manage and value paid, owned, and earned content? Is there a strategy for each of the three types? A budget? If you are struggling with measuring the value of marketing related content you are certainly not alone – there is just no easy way to do it. Content ROI can mean many things for different types of organizations. For media companies and content marketers, they couldn’t be more different. Each have very different views, very different processes and different teams for creating, managing and tracking content. Kathy Greenler Sexton from Subscription Site Insider walks through how each looks at, values and tracks content ROI, and points out lessons each can learn from the other. Randy Woods from nonlinear creations describes a technique in use for modeling content and mapping it to online behaviors to get a better handle on content marketing costs and return.

, Staff Reporter,
, CEO & Publisher, Subscription Insider
Measuring Content ROI: Publishers are from Mars - Content Marketers are from Venus
, President, nonlinear creations
Of Metrics and Models: Measuring the ROI of Content Marketing

T6. Big Data and Customer Engagement

Wednesday, December, 3: 11:40 a.m. - 12:40 p.m.

In this session we focus on what it actually means to use huge amounts of data to better engage customers. Wesley Moore from Teradata explains what infrastructure components need to be in place for data-driven marketing. ShopAdvisor's Peter O'Kelly then takes us through the details of how they are currently using big data, what they’ve learned about interpreting the data, and how to guard against misinterpreting it.

, Senior Vice President Sales and Marketing, Fingent Corporation
, Vice President, IMM & Digital Marketing Solutions, Teradata
Using Data to Deliver Marketing Relevancy and Optimizing Customer Experience
, Independent Consultant, O'Kelly Associates
Big Data and Customer Engagement: New Opportunities and Challenges

C10. Globalization and Localization Panel

Wednesday, December, 3: 2:00 p.m. - 3:20 p.m.

Organizations, at least of a certain size, are becoming more sophisticated and adept at creating, managing, and delivering multilingual and localized content. But needs are changing too. Social media, accelerated delivery expectations, and machine translation improvements, are just some of the issues that impact strategies as well as operations. This interactive panel of experts will be covering a range of topics and is suitable for attendees whether new or experienced with managing multilingual content.

, Global Leader, Expert And Advisor in Digital Experiences, Products And Content, Independent Consultant
, Program Manager: International User Experience,
, Lead Strategist for Wireless, Hyperlocal and Mobile, Digital Element
, Managing Director, IAE North America
, Director of Client Services, Smartling Inc

C12. Content Marketing Panel

Wednesday, December, 3: 2:00 p.m. - 3:20 p.m.

Content Marketing is certainly a popular topic, but what it means and how organizations are implementing it varies widely – as does its success. We’ve all seen good and bad examples. This lively interactive panel has a wealth of advice about what works, what doesn’t, and how to put together the operational pieces and stay on track.

, Content Specialist,
, Director of Content Marketing, ICF International
, Founder & CEO, Curata
, Chief Content Officer, Extractable
, Senior Manager, Rich Media Marketing, Cisco

C13. Content Strategy Panel

Wednesday, December, 3: 3:30 p.m. - 4:30 p.m.

Content strategy is about architecting information so that it facilitates whatever processes and applications need to use it – content marketing is but one example. In particular, content marketing programs that need to be multichannel (virtually all of them) will only be efficient and effective if they have a content strategy that supports multichannel delivery. How you accomplish this is one topic this experienced panel will cover. Others include the roles and skills necessary for content strategists, what practices have proven useful, and what techniques, e.g., minimum viable content, can help.

, Executive Director, Experience, AvenueCX and Global Content Strategist
, Content Strategist, User Experience Group, PixelMEDIA and Content Strategy New England, Content Strategy Alliance
, Community Manager, Content Insight
, President, ComBlu
, President, Scriptorium Publishing