Content Marketing Track

Content marketing is a key driver for demand generation and audience engagement but it requires a solid content strategy to execute. Both B2B and B2C marketers need to utilize best practices to optimize their effect and impact ROI.

The Content Marketing track will guide you on the latest best practices, from creating the right content mix to converting engagement into revenue. Register now and gain access to all of the content marketing offerings during the conference and expo.

* All content is subject to change.

Content Marketing

Sponsored by

PR Newswire

Conference Sessions

Level: Intermediate
Tuesday, February 12, 10:00am - 10:45am | Room 31B

TV Advertising is King, but the Kingdom is About to Change

Speaker: Jim Bennette, Director of Business Development, Adobe Systems Incorporated

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Television in 2012 rose to a record high of 40.4% of aggregate global ad spend, but targeting audiences on broadcast TV today remains a marketer's fantasy. Meanwhile, consumption of video on desktops and devices is rising dramatically especially, with the ability for brands to deliver targeted content, but yet ad spend remains stubbornly in the TV world. Join industry luminary Jim Bennette as he discusses the trends and technologies that are changing the way brands can and should approach video as a part of their digital marketing strategy and how to allocate media budgets going forward.

Level: Advanced
Tuesday, February 12, 4:00pm - 4:45pm | Room 29B

Content Is Data

Speaker: Chris Baggott, Co-Founder and CEO, Compendium

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Marketing is facing a crisis. In the past decade, we have evolved our data systems to know our consumers & prospects from every angle & touch point. We have never had more efficient to effective distribution channels (search, email, social & mobile). Now we are faced with the last great challenge. We don't have the content. Join Chris Baggott to hear how content is the weak link in our goal to deliver the right message to the right person at the right time through the right channel.

  • Learn how to advanced marketers are leveraging personas
  • Empower employees and our audience to create large volumes of relevant sharable content
  • Leverage & repurpose content across all channels
  • Measure content as an individual element

Level: Intermediate
Wednesday, February 13, 2:00pm - 2:45pm | Room 31B

Using Technology to Drive Content Marketing Results

Speaker: Jason Stewart, Director of Marketing, Demandbase
Speaker: Robert Rose, Strategist In Residence, Content Marketing Institute

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Successful content marketing requires the right tools to support it, but with the marketing technology space growing so crowded it can be difficult to select the right platforms to deliver content to the audiences that matter. Join Jason Stewart and Robert Rose for a discussion on choosing the right tools that will support your company's marketing strategies and drive results.

Level: Intermediate
Tuesday, February 12, 9:00am - 9:45am | Room 31B

Content is NOT King. It's Gold.

Speaker: Russell Sparkman, Co-Founder and CEO, FusionSpark Media, Inc.

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"Content is King" is an outdated analogy for the role that content plays in marketing today. Instead, we need to replace this analogy with a far better analogy, and that is that "Content is Gold." According to the 2013 B2B Content Marketing Report, 88% of respondents believe content is more effective than advertising, yet only 34% have dedicated content budgets. This means most CEOs, CFOs, and even many CMOs and IT heads still don't appreciate the value of owning and creating content, and that content is relegated to the status of a discretionary spend, as opposed to an essential spend. Therefore, it's still not being adequately budgeted, even as content marketing grows in acceptance and popularity. Join Russell Sparkman to learn the seven properties or values of gold that are the properties of content for marketing today. These include content's role as a long lasting investment, its value as a currency, its conductive properties (i.e. its ability to generate shares, likes, etc.), its role in establishing status and influence and the fact that it's marketing "bling". These analogies will be supported with case studies, ranging from Gary Vaynerchuk of Wine Library fame, to Red Bull and more.

Level: Intermediate
Wednesday, February 13, 4:00pm - 4:45pm | Room 31B

Content is Currency: Developing Powerful Content for Web & Mobile in 2013

Speaker: Jon Wuebben, CEO, Content Launch

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How does a company use its web presence to harness the power of search and social and build a huge community? How do smart businesses generate quality traffic and convert that traffic into sales, time and time again, without breaking the bank? Through the power of content marketing. What types of content? Blog posts, videos, articles, web pages, webinars, white papers, social content and more. Quality content that is focused on user needs and connects with its intended audience is something many companies aspire to, but few practice well. For most companies, it requires a change in business/marketing philosophy and a fervent devotion to consistent content production. Join Jon Wuebben to learn how to develop content using the latest Search Engine Optimization (SEO), Social Media Optimization (SMO) and call-to-action techniques that will improve website performance, search engine rankings and, most importantly, sales conversion.