Content Marketing

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I. The Return on Relationships
  (10:00AM – 10:50AM)
Content typically does not compete with traditional advertising on standard ROI measures. But in this post-advertising world, where relevance is the name of the game, it is far more valuable in building long-term customer relationships. How do we drive the industry to think about ROI on content in a new way?  And how do we infuse content strategy as a critical component throughout the communication planning process? 

Lou Paskalis, 
Senior Vice President, Enterprise Media Planning, Investment and Measurement Executive, Bank of America 

COFFEE BREAK (10:50AM – 11:10AM)

II. Recoding Culture (11:10AM – 12:00PM)
Digital humanism is a philosophical and ethical stance that emphasizes the value and agency of human beings through technological innovation.  As the world gets more digital, we look for experiences that are more real, more meaningful, and have great depth. Learn how the recoding of culture inspires virality and how content brings out the humanity in all of us.

Edwin Wong, 
VP, Research & Insights, BuzzFeed

LUNCH (12:00PM – 1:00PM)

III. Serving Hispanic Millennial Sports Fans  (1:00PM – 1:50PM)
Given the importance of Hispanic Millennial sports fans to ESPN’s present and future success, we developed a broad, yet intimate and meaningful understanding of this key audience.  These collective insights will serve as a building block for creating a long-term strategy for cultivating and nurturing Hispanic Millennial Sports Fans.  The outcome of this critical work are actionable filters for how ESPN can reconsider content, promotion and storytelling (grounded in contemporary examples) to be more relevant to and attract more Hispanic Sports Fans moving forward.

Barry Blyn,
 VP, Original Content & Brand Intelligence, ESPN
Edwin Roman, Sr Director,  Original Content & Brand Intelligence, ESPN

IV. Lessons from Centers of Excellence & Emerging Technologies (1:50PM – 2:40PM)
Andy will draw upon his experiences at GE and Kraft to share hurdles, insights and best practices for content development, content distribution and content strategy.  Andy will also take an in depth look at emerging technologies within the MarTech space for content amplification, distribution and segmenting your target market.  Additionally, Andy will discuss the various ROI approaches within content marketing.

Andrew Markowitz, 
General Manager, Global Marketing (Former), GE