The Evolution From Campaigns to Always-On Content Marketing

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This session is available as a member-benefit to full ANA members only. Seats are limited and confirmation of attendance will be required in advance of the session.

To be added to the watilist for this session, please send a note to with your name, email and phone number.


In this era of the “Always-On” consumer, the advertising campaign as anchor is no longer enough to keep brands culturally relevant and top of mind.  It requires an evolution from campaigns to always-on content marketing – requiring new kinds of content, skills, collaboration and activation techniques to keep your brand front and center and in the conversation.   How do you organize and activate always-on content beyond just campaigns and social posting?  How should you measure success?  This highly interactive workshop will help you develop the essential means of becoming an effective content marketer.


Who is this workshop for?

This workshop is suitable for Director level (and above) and their direct reports working in brand, social, web and campaign marketing.  This is also a great workshop for martech professionals who want to take a more holistic approach to content creation and distribution.  It is recommended that both marketing leadership and IT/IS web-based site leadership with responsibilities for owned assets such as website(s), information portals/repositories, digital education/training, and content management systems (CMS) attend.

Download the full benefits here

  • Setting the stage (20 min)
  • Defining the Content Landscape -Through the Lens of your Bus. Unit/Product/Service Value Proposition (60 min)
  • Break (15 min)
  • What Does Good Look Like? (75 min)
  • Lunch (45 min)
  • Defining Brand Content Excellence - What Does Good Look Like? (90 min)
  • Break (15 min)
  • Content Marketing Platforms –
    Tools, Techniques and Platforms for Deploying Content Marketing (90 min)
  • Content Measurement & Governance Framework; Measuring and Organizing for Content Marketing Initiatives (60 min)
  • Closing (10 min)



Alan Schulman

One of the industry’s leading voices in Creative & Content Marketing, Alan Schulman is a seasoned Branding, Advertising and Digital agency creative veteran – and the first major creative agency executive to lead one of the Big Four Consulting firms’ creative offerings – Deloitte Digital.

Over his 25+ year career, Alan has held Executive Creative & Content leadership roles at several leading agencies including McCann-Erickson, FutureBrand Worldwide, Foote, Cone & Belding and most recently, as Chief Creative Officer of SapientNitro. He is the recipient of numerous awards for creative & content excellence, including award-winning campaigns for such global brands as Diet Coke®, Unilever’s AXE® for Men, Johnson & Johnson’s Splenda®  and Procter & Gamble’s Olay®, Secret® & numerous others.  He was named one of North America’s “Digital All Stars” by OMMA in 2011.

Schulman currently serves as a member of the Board of Directors of the American Marketing Association and is a member of the Creative Review Committee of The AdCouncil, as well as the New York Media and Marketing Technologies Council.  He has served as Co-Chair of the 4A’s Creative Technology Committee, as a member of the Adobe Global Creative Director’s Council and the Wharton School of Business’, “Future of Marketing” Technology curriculum committee.