Content Marketing @ Charles Schwab & Co. Inc. (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. At the upcoming ANA Content Marketing Members Only Conference hosted by Charles Schwab & Co. Inc, you’ll hear from leading marketers representing a diverse array of industries discussing their strategies behind the development of custom content, the execution of production through different media channels and the measurement of key objectives.

Related Content


Wednesday, March 12, 2014
8:15am Breakfast

9:00am General Session

Benjamin Moore Uses Content to Connect with Different Audience Segments

Staying true to their namesake's 130+ year-old vision, Benjamin Moore & Co. is committed to producing the highest quality paints and finishes in the industry. But marketing to their disparate target markets (contractors to homeowners, as well as designers and architects) can be a multi-channel challenge. In this session, Benjamin Moore will share insights on two recent campaigns that were dependent on the creation of a variety of content to successfully engage the targets and drive business.

David Melancon
Executive Vice President & Chief Marketing Officer Benjamin Moore & Company
Matt Williams
CEO The Martin Agency

Charles Schwab Embraces a "Brand as Publisher" Content Strategy

Brand as publisher is a trend more and more marketers are embracing. But exactly how do companies implement this approach, and how does it work within the existing marketing organization and processes? Charles Schwab shares its learnings in building out a content marketing program across owned, paid and social media, to expand the opportunity to engage consumers and to build brand affinity in a new way that complements traditional advertising.

Helen Loh
Vice President, Content & Digital Marketing Charles Schwab & Co. Inc.
Tami Dorsey
Editorial Director Charles Schwab & Co. Inc.

Intel Develops a Branded Content Formula to Ensure Repeated Success

When Intel & Toshiba launched “The Inside Experience” in 2011 it was groundbreaking.  By focusing on the storyline vs. product, the video captured audiences’ emotions and has evolved to include them in the creative process. Now three years later, Intel has continued to follow up on this award-winning content marketing campaign with two additional viral hits “The Beauty Inside” and “The Power Inside.” In this session, Intel will share the strategy and PR surrounding their Inside Film series, including their media and content distribution approach, and discuss key learnings they’ve gathered over time to consistently create “sticky” branded content.

Billie Goldman
Partner Marketing Intel Corporation

The 2020 Content Marketing Imperative: Beyond the Buzzwords and Into Reality

Content marketing is all the rage, but is it just a trendy fashion or another word for good advertising?  And, how do you balance different content strategies for different types of brands, or measure real results – like more inquiries, more satisfied constituents - or decreased costs.   The next five years will see a strategic inflection for marketing and advertising - and content will be at the core.  This session will talk through the business case, the process, the tactics and real-life examples of how real brands are using content to drive real marketing results.

Robert Rose
Chief Strategist Content Marketing Institute
12:50pm Lunch

1:50pm General Session Cont.

The Value of Music to a Brand and its Future Content Marketing Programs

Music is one of the most powerful forms of content.  It is emotional, social, mobile, and cultural. It is also the number one media activity for millennials, a critical demographic in this ever evolving fanatical digital and content age.  For marketers however, the challenge to use music is the struggle in quantifying what value this medium brings to their campaigns. Sony Music has launched a study of 30,000 US consumers about attitudes and behaviors toward music, artists, and brands; bringing greater scientific rigor and tools to explain the value of music to a brand and its future content programs.

Toni Wallace
Director, Strategic Marketing & Partnerships Columbia Records, Division of Sony Music

How Adobe Aims to Help Marketers & Its Own Brand with, Adobe’s big play in the content marketing space, delivers digital marketing expertise and insight to marketers. What it doesn’t deliver is a sales pitch.  In this session, learn Adobe’s strategy for leveraging to reach more marketers and strengthen its own brand and the challenges that come with tying brand-as-a-publisher efforts to measurable marketing results.  Get an under-the-hood look at how operates, how it fits in to Adobe’s biggest brand objectives, and lessons for your own brand on getting the most out of content marketing.

Dan Berthiaume
Principal, CMO Communications Adobe
3:30pm Conference Adjournment