Content Marketing @ Western Union (Members Only Conference) | 1-Day Conferences | ANA

Content Marketing @ Western Union (Members Only Conference)

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According to a recent report by the Custom Content Council and Contentwise, marketers are spending $44 billion a year on content marketing. Content marketing has become the great equalizer, since both small and large brands can compete through great storytelling that communicates their brand or corporate ethos. Yet the challenge remains on how to successfully produce original content that engages, entertains and is relevant to core audiences while delivering on brand metrics.

Join us for a fun and informative day, hosted by Western Union and hear about success stories in content marketing, branded experiences and digital marketing. This complimentary members-only conference will showcase leading client-side marketers representing a diverse array of industries discussing their strategies behind the development of custom content and branded experiences, the execution of production through different media channels and the measurement of key objectives.


Agenda

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TIME EVENT DETAILS LOCATION
Thursday, February 11, 2016
8:15am Breakfast

9:00am General Sessions

MAKING QUIZNOS HOT WITH MILLENNIALS *^

Led by Susan Lintonsmith, Global Chief Marketing Officer, the Quiznos Marketing Team has faced the challenge of redefining and rebuilding a brand that was once the "toast" of the industry. To help turn around this once great brand, the team has implemented many strategic initiatives, including targeting Millennials with entertaining content to help build affinity for the brand.  In this presentation, Susan will walk through the strategy and tactics that the team is taking to rebuild the brand to once again be a leader in a very competitive industry. 

Susan Lintonsmith
Global Chief Marketing Officer Quiznos

WHAT'S YOUR EDITORIAL AUTHORITY? *^

According to a recent study by eConSultancy, 90 percent of marketers say it is important to have a great content strategy in place but only 38 percent actually have a strategy implemented. We see that as a problem. Jason Parks will share Barkley's strategic approach for building a comprehensive content strategy by identifying your brand's editorial authority, and how that process has led to successful content programs and record results for brands like Dairy Queen, Spirit Airlines and Cargill.

Jason Parks
Executive Vice President, Managing Director Barkley
10:50am Coffee Break

11:10am General Session Cont.

USAA: CONTENT THAT DRIVES DEEPER MEMBER RELATIONSHIPS

Since 1922 USAA has remained true to their founding values of service, loyalty, honesty and integrity. Today they are one of the only fully integrated financial services organizations in America, serving over 11 million members, of which 92% plan to stay for life.  Marketing to their members has proven to drive results. In this session, learn how content plays a role in deepening member relationships. From USAA Magazine, e-newsletters, social, to their new USAA Stories content HUB, you'll discover ways to "edutain" members, capturing their attention and nurturing them through the product purchase funnel to drive business results.

Sarah Childers
Assistant Vice President, Integrated Marketing USAA
12:00pm Lunch

1:00pm General Session Cont.

BEYOND STORYTELLING: BUILDING CONTENT-DRIVEN EXPERIENCES *^

We’re moving into a new era of marketing, from product-centered content to customer-centric experiences that drive content strategy and performance. Our role as marketers is changing from the basics of storytelling and into understanding how to develop, manage and lead the creation of valuable experiences for audiences. In this session, learn how the brands that are achieving remarkable performances are doing so through delightful, sustainable, content-driven experiences. By delivering value to the customer in and of themselves – rather than describing the value of a product or service – experiences draw people in and make them want to engage more deeply and over a longer period of time with a brand. Content that’s centered on creating meaningful, relevant customer experiences is what differentiates brands and launches them ahead of others in their industry.

Carla Johnson
Strategist, Speaker and Storyteller Type A Communications

WHITE WAVE FOODS: HOW TO OVERCOME TOP 5 CONTENT MARKETING CHALLENGES

In today's digital world, content marketing has never been more important. Marketers face numerous challenges that can make building effective content marketing programs difficult. From resources to measurement, Lori Ulanoff, Digital Center of Excellence, Manager at WhiteWave Foods, will address the top five content challenges that marketers face and share examples of how WhiteWave Foods brands work to adapt and overcome these challenges to deliver winning, brand content.

Lori Ulanoff
Digital Center of Excellence, Manager WhiteWave Foods
2:45pm Conference Adjournment