Content Marketing

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NETWORKING BREAKFAST (9:00AM – 9:45AM)

INTRODUCTIONS (9:45AM – 10:00AM)

I. Session 1: How to Optimize Your Brand for Generation Z with the Four C’s of Content (10:00AM – 10:45AM) 
As one of the preeminent Gen Z authorities in the country, Bill will share Fuse Marketing’s perspective on reaching and engaging with this core demographic, by leveraging the why’s and how’s of the “4 C’s”, including: Conversation (capturing attention through headlines), Community (desire to see real people), Change (turn a moment into a movement) and Culture (speak to Gen Z's love of pop culture).

Speaker: Bill Carter, CEO & Partner, Fuse Marketing

COFFEE BREAK (10:45AM – 11:00AM)

II. Session 2: Aligning Content Marketing Metrics for Maximum Impact (11:00AM – 11:45AM)
Measuring content performance has always been a major weakness for marketing practitioners. There is no consistent measure of content performance; instead it changes from channel to channel. Unsurprisingly Harvard Business Review reports that 5% of content generates 90% of engagement. That’s the long tail of content wastage, and a major opportunity for marketers. 

Hear from David Brown on best practices in measuring content performance, and the introduction of a standardized approach to content performance, and defining content quality in a truly objective way.

Speaker: David Brown, Chief Strategy Officer, OneSpot

III. Session 3: I LOVE NY – Digital success stories from tourism's most iconic campaign (11:45AM - 12:30PM)
Think I LOVE NY means "I Love NYC?" Think again! Learn how New York State is using digital content to get you to fall in love with the New York outside the city.

Speaker: Anna Pakman, Vice President of Digital Marketing, Empire State Development

LUNCH AND ROUNDTABLE DISCUSSION(12:30PM - 1:15PM)
One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a "closed door" environment and to leverage and share knowledge and insights with marketing peers. In this roundtable, we will ask members to share 1-2 "hot topics" or key areas of focus/challenge as a way to facilitate more one-to-one networking between members with similar challenges during coffee breaks and lunch. Come prepared to pose questions, exchange ideas and get insights from the group to current challenges, future opportunities and best practices in this “off the record” peer-to-peer conversation.

IV. Session 4: Why Good Content is About Telling, Not Selling (1:15PM -2:00PM)
What is the difference between storytelling and marketing and where content plays a role? Hear from Mike as he talks about how to think about your audience and the content you need to deliver to engage them – and once you do how to optimize it! Mike will draw on his expertise in creating content that ultimately guide the user across the sales funnel.

Speaker: Mike Goldberg, VP of Marketing, Innodata