Content strategy / Content marketing


C7. Content Marketing - Strategies for Success

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

You would have to be living in a cave and under a rock sans smartphone not to be aware of the interest and investment in content marketing in companies of all sizes. Yet it is often difficult to know how successful your content marketing efforts are. In this session we have two presentations from marketers sharing their experiences on what to do and what not to do, followed by a presentation on how to track relevant metrics for measuring the success of your content marketing efforts.

, Editor, EContent
, Director of Content, HubSpot
10 Hard Earned Lessons From Growing a Business Blog
, Content Strategist, The Front
Lean Content Marketing: Lessons Learned from Content Marketing with Developers
, Founder & CEO, Curata
How to Drive Results with Data-Driven Content Marketing

C8. Content Strategies for a Superior Customer Experience

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

A superior customer experience can't be achieved without a strategy to support and inform your customer's content experience overall, and content marketing programs in particular. How do you go about creating such a strategy? What are the key components? In this session our two speakers provide expert guidance that is likely to include ideas you haven't considered.

, Chief Strategy Officer and Co-founder, Connective DX
, Vice President, Digital Strategy, Unum
Content First approach - Similarities between UX & Content Strategy, and why they both should be tightly coupled
, Executive Director, Experience, AvenueCX and Global Content Strategist
Content for the Future - Performance Driven Content

C10. Operational and Governance planning for Successful Large-scale Digital Transformation

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

There is no way around the fact that large-scale digital transformation is really hard. There are far-reaching effects of digital transformation on operations, and likely a significant reconfiguration of policies and governance of processes, content, and data. These aren't always considered the fun part of digital transformation, or even considered at all in advance, but success requires these areas get a substantial amount of analysis and detailed planning. Our speakers in this session have been though this and will provide you with expert guidance.

, Managing Partner, FCx3, LLC
, Founder, Redin Consult
Digital transformation of the large and complex organization
, President, Digital Governance Solutions, ActiveStandards
A Digital Governance Case Study - Intel
, Director of Digital Governance and Operations, Digital Marketing & Media, Intel Corporation
A Digital Governance Case Study - Intel

T9. Visualization Techniques for Text and Data

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

This session includes two very practical how-to presentations. Our first speaker looks at text analysis visualization, which has unique challenges, looks at software tools and analyzes the various ways to plot text analysis results for different applications. Our next speaker is both a comedian and a marketing consultant that specializes in creating infographics that are as "sharp and tight as jokes and stories". He will explain how and analyze some examples infographics using different presentation formats.

, Content & Product Marketer, MarTech Analyst, Publisher, BMZ Content Strategies / Digital Tech Diary
, VP Engineering, Lexalytics
Visualizing Text Analysis! (or "how I learned to stop using word clouds")
, CPSM, Design-product Systems -- "Marketing Excellence for Design Professionals"
Guy Walks Into A Bar Chart: Make Infographics That Work Like Jokes

P4. Executing Content Strategies

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

This session explores current practices for content planning, and the toolset and policies needed to support your multidimensional planning activities. Come learn how to support an integrated communications strategy on the ground and across borders and learn tactics for addressing the human factors required to put a content plan into practice.

, Principal, Content Technology Strategies
, Associate Creative Director, Content Strategy, OHO Interactive
Effective Content Planning
, Digital Policy Consultant, NativeTrust Consulting LLC
Implementing Policies to Achieve Liability-free Publishing

P5. B2B Content Marketing – Lessons from the Front Lines

Thursday, December, 3: 9:40 a.m. - 10:40 a.m.

Marketers of complex products-whether it's software, systems or information services-are grappling with a dramatic shift in today's B2B marketplace. Groups of stakeholders are displacing the former model of lone decision maker, and that change demands ever-increasing content in an expanding array of channels to capture and retain the attention of prospects and customers.

In this session we'll explore the shift to group buying, and what you can do to make it less of a mystery and more of an advantage for your business. You will get:

  • Case studies on how 2 companies are managing the disruption in B2B buying
  • A checklist for marketers to accelerate their growth opportunities, even when facing a more complex selling environment that features more stakeholders and countless communication channels
  • A set of new metrics that you can use to gauge your success in B2B nurturing and selling in 2016 and beyond
, Principal, Content Technology Strategies
, Senior Director, Value Proposition Initiative, Elsevier
, CEO, LoveMediaSales