Content Marketing

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INTRODUCTIONS (1:00PM – 1:05PM)


I. Session 1: Fireside Chat with Buzzfeed's CEO (1:05PM – 1:45PM)
Join BuzzFeed’s founder and CEO, Jonah Peretti for a fireside chat discussing the ever changing dynamics and relationships in media. From platforms to audiences and clients, BuzzFeed is uncovering new ways to work with partners to create deeper and more meaningful partnerships that help solve business challenges. BuzzFeed also remains laser focused on putting their commerce and studio businesses to work for partners.  In this session, Peretti will dive into the value of audiences, why they take action and when, which remains at the center of BuzzFeed’s work.

Speaker: Jonah Peretti
, CEO, BuzzFeed
Lee Brown,
CRO, BuzzFeed
Patti Ziegler,
 VP, Global Marketing and Ommunication, Scotts Miracle Gro


II. Session 2: Love at First Sight (1:45PM – 2:25PM)
It's never been harder to earn attention: there's more video content than ever, the feed moves fast, and people make viewing decisions in milliseconds. So what can brands do about it? Engineer content that creates instantaneous connections with the consumers you care about reaching. See best in class work from brands who are designing content for the feed as a way to build both brand and business impact.

Speaker: Stacy Minero, Head of Brand Strategy, Fuel, Twitter


COFFEE BREAK (2:25PM – 2:35PM)


III. Session 3: Brand Experiences As A Powerful Source Of Content  (2:35PM – 3:15PM)
Experiences are the new currency. In a world where people prefer to make memories over buying goods, it’s all about access, not ownership. And people are willing to spend. Seventy five percent of millennials would choose to spend money on an experience rather than buying something desirable (source). From secret pop-up parties, to temporary instagrammable museums, these massclusive events allow people to collect and flaunt experiences, not things. For brands looking to generate earned content, there’s never been a better time to fuel the crowd’s need for social currency

Speaker:
 Carlos Ranero, Global Vice President of Consumer Connections, Anheuser-Busch InBev


IV. Session 4: Enriching your Brand’s Content through Creative Storytelling (3:15PM – 3:55PM)
Like a good Story, effective Content has the power to connect with a consumer not only rationally but emotionally. Providing valuable information, while at the same time revealing emotional hooks to keep the reader engaged and inspired.

At Crayola our content marketing strategy has been steeped in storytelling as a mean’s to enrich our consumer’s on-going and evolving connection to the brand. We will share the following effective principles of our Content Storytelling strategy: Give the Reader What They Want; Work with Co-Authors; Tailor the Story for the Format being Read.

Speaker: Karen Waters, Director of Social and Content Marketing, Crayola


V. The Era of the Creator (3:55PM – 4:35PM)
Based on the insight that athletes are the ultimate creators with the real influence to move hearts and emotion & ultimately brands, The Players’ Tribune publishes first-person stories from athletes providing unique insight into the daily sports conversation. Through impactful and powerful long and short-form stories, video series and podcasts, The Players’ Tribune brings fans closer than ever to the games they love. Hear from Dave Roter and Lisa Klauser as they share their stories about content development and distribution from The Players’ Tribune.

Speaker: Dave Roter, Global Head of Revenue and Brand Partnerships, Players' Tribune
Speaker: Lisa Klauser,
 President, Consumer and Shopper Practice, Advantage Solutions


VI. NETWORKING COCKTAIL PARTY (4:35PM – 6:00PM)
Enjoy hors d'oeuvres and cocktails on the rooftop deck at BuzzFeed, all while networking with colleagues and meeting new friends.