Content Marketing

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I. Creating a Customer-Centric Content Property (10:00AM – 10:50AM)
Stephanie Anderson, former CMO of TWC Business Services Division, approached long time marketing partner Rob Levin/RSL Media with the idea of creating a content program for the companies' customers and prospects. She wanted something different, very compelling and clutter-breaking that people would not expect from a “cable company.” Stephanie and Rob will explain how SOLVE magazine was created, executed and performed. They will also discuss how they leveraged SOLVE and created an internal workshop to get the marketing team to become more customer-centric.

Rob Levin,
CEO and Editor-in-Chief of Content Development, RSL Media
Stephanie Anderson,
 Former CMO, Time Warner, Business Services Division

COFFEE BREAK (10:50AM – 11:10AM)

II. The Use of AR (Augmented Reality) in the Customer Journey (11:10AM – 12:00PM)
Over the past few months, the barriers to utilizing Augmented Reality (AR) have been lowered and the scale of benefit has skyrocketed.  In this presentation, Dan will discuss how to leverage the AR platforms available from Apple’s ARKit & Google's ARCore to affect the customer journey, and revolutionize the customer journey. Dan will showcase 3 brand new applications for Fortune 100 companies, so new that as of this writing he cannot reveal the clients -- but he will at the event!

Dan Ferguson,
 EVP Digital Interactive / Partner, Groove Jones 

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.

III. The Content Spectrum: Integrating Your Content Marketing Initiatives with Paid, Influencer, and Owned Social Channels for Maximum Impact 
(1:15PM – 2:00PM)
With an increasing number of channels to distribute your content, it has become even more important for brands to integrate their content marketing process with other teams. Josh will discuss the marketing spectrum that brand content operates in and how the best strategies take a diverse approach that amplifies content across social media, owned properties, and paid media to maximize ROI and reach. When it comes to budgets, sometimes companies pit influencer outreach and content marketing against each other, but brands will benefit from taking a collaborative approach instead of treating marketing spend as a zero-sum game.

Josh Ong, Director of Brand Strategy, Cheetah Mobile