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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.

Begins:Wednesday, March 12, 2014 at 8:15am
Ends:Wednesday, March 12, 2014 at 3:30pm

Charles Schwab
211 Main Street
1st Floor
San Francisco, CA 94105

Wednesday, March 12, 2014



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


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




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 CMO.com

CMO.com, 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 CMO.com 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 CMO.com 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



Conference Adjournment

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