Content Marketing Day: Integrated Marketing

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NETWORKING BREAKFAST (10:00 – 10:30AM) 
WELCOME AND INTRODUCTIONS (10:30 – 10:45AM)

I. GENERAL ELECTRIC: CONTENT AT THE FOREFRONT OF THE DIGITAL LANDSCAPE EVOLUTION (10:45AM – 11:30AM)
General Electric continues to deliver unique and compelling content across an ever-evolving digital landscape, including fictional sci-fi podcasts and a YouTube channel dedicated to at-home science experiments.  In this session, Matt Taylor from GE will share his insights on the culture that drives GE’s content strategy both internally & externally, and share some examples of the company’s most successful campaigns.

Speaker:
Matt Taylor, Marketing Communications Leader – General Electric


II. MCDONALD’S SOCIAL APPROACH TO CONTENT MARKETING (11:30AM – 12:15PM)
McDonald's social media channels serve as the natural intersection of marketing, communications, and brand building. As such, the brand has developed an effective content approach to building awareness, celebrating advocacy, and driving long term sales success. In this session, marketing manager Emily Charron from McDonald's will provide a high level overview of the company's approach, highlight creative examples within key content buckets, and share insight into the company's recipe for success.

Speaker:
Emily Charron, Marketing Manager, Digital Campaigns and Content – McDonald’s Corporation


NETWORKING LUNCH (12:15PM – 1:00PM)


III. HERMAN MILLER: THE INTERSECTION OF BUILDING BRANDS AND DRIVING SALES (1:00PM – 1:45PM)
Journeying from maker of iconic modern furniture to inventor of the cubicle, Herman Miller is now on a purposeful path to becoming a lifestyle brand that helps people do their best wherever they work, live, learn and heal.  In this session, digital marketing director Aaron Miller will discuss progress and honest assessments of struggles in using content marketing to build the brand and drive the business in a world that is simultaneously design-driven and B2B sales focused.

Speaker:
Aaron Miller, Digital Marketing Director – Herman Miller


IV. CLEVELAND CLINIC: HOW ADVERTISING SUPPORTS CONTENT MARKETING GROWTH AND ENGAGEMENT (1:45PM – 2:30PM)
The global healthcare landscape is undergoing transformational change, yet the industry remains highly fragmented.  Cleveland Clinic has built one of the worlds most recognized and trusted healthcare brands by taking an innovative approach to multi-channel marketing.  In this session, Mary Beth Pate will showcase how the Cleveland Clinic has developed new innovative campaigns that focus on content marketing engagement and building brand reputation.

Speaker:
Mary Beth Pate, Executive Director, Marketing Communications – Cleveland Clinic