Content Marketing

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WELCOME & LUNCH (12:00 – 12:30pm)

INTRODUCTIONS (12:30 – 12:45pm)
Speaker: Paul P. Robinson  Director, Commerce & Content Marketing, ANA

I. Session 1: Digital Transformation with Content Marketing (12:45 – 1:30pm)  
Listen to John Keller, Managing Director of Brand at Deloitte on how  Deloitte has positioned itself as a leader in innovation and digital transformation through various advertising and content marketing campaigns and initiatives. John will present alongside Andrew Bolton, SVP at Knotch to understand how Deloitte uses data at every stage of their content lifecycle. 

John Keller 
– Director, Brand & Reputation, Deloitte 
Andrew Bolton
– Senior Vice President, Knotch

II. Session 2: The Hummus Revolution  (1:30 – 2:15pm)
Sabra and Thrillist joined forces to put Sabra at the center of the hummus revolution, making it a must-have element of every foodie's morning menu. Thrillist used the swagger of its brand and local expertise to drive local engagement, and used its national scale to make sure everyone could get a taste of hummus’ myriad new use cases (like delicious hummus breakfast toast).

The omnichannel approach included influencer partnerships, a custom video, branded articles, digital and social campaigns, and even brought the hummus revolution to life by creating Hummus Week in Washington, D.C.

Hear from Sabra and Thrillist’s parent company, Group Nine about how this multifaceted campaign successfully increased brand awareness, brand favorability, and purchase intent, and brought to life hummus-inspired recipes that foodies could obsess over.

Ryan Saghir – Director of Integrated Marketing, Sabra 
Ashley Eyzengart  – Director of Celebrity & Influencer Marketing, Group Nine

COFFEE BREAK (2:15PM – 2:30pm)

III. Session 3: Establishing an Authentic Connection with Your Audience through Brand Storytelling (2:30 – 3:15pm) 
Emily & Erica will highlight the importance of storytelling and identifying your goal audience(s) to help inform your digital & social content strategy. They will walk through the best practices for creating compelling content, “mining" for stories within your organization, and tips for pushing the boundaries creatively in a regulated industry. Learn ways to get buy-in across your company for the importance of digital content & social media, and learn ways to measure your success (and why “failure” isn’t a bad thing!).

Emily Krassen – Senior Manager Video Strategy & Content, Pfizer
Erica Santiago 
– Digital Marketing & Social Media, Pfizer

IV. Session 4: Story Hunting: Designing an Integrated Newsroom Strategy (3:15 – 4:00pm)
In this session, John von Brachel will talk about a content marketing integration strategy that helps mine the best local stories that both reflect the bank’s values, and the needs and goals of its audiences.

Speaker: John Von Brachel – Senior Vice President, Content Marketing Executive, Bank of America

HAPPY HOUR: (4:00 – 5:00pm)