Content Marketing: Building Strategic Pivots that Connect with Your Audience

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INTRODUCTIONS (11:00AM – 11:15AM EST)
Paul Robinson,
 Director of the Content Committee, ANA

I. Podcast Marketing: Best Practices & Pivoting Your Podcast Marketing strategy during a Crisis (11:15AM – 12:00PM)
The Entreprenista Podcast launched in the fall of 2018, with the mission of empowering and providing business solutions to female entrepreneurs across the country. Now approaching 100 episodes, co-host Stephanie Carti and Courtney Spritzer has become experts in growing an engaged community and creating quality content that provides value to their audience. In this webinar, Stephanie and Courtney will detail the early days of recording the podcast and building a community of like-minded female trailblazers. You will get an in-depth dive into the most cutting-edge and effective podcast marketing strategies that exist today, supported by case studies and best in class examples. Also included will be a crash course into marketing your podcast during a crisis, such as this year’s COVID-19 pandemic, and what it means for you (and your audience!) to go virtual. We look forward to seeing you there!

Speakers:
Stephanie Cartin, CEO & Co-Founder, Socialfly
Courtney Spritzer, CEO & Co-Founder, Socialfly

II. Pivoting into Content Creation (12:00PM – 12:45PM)
Brad and Phil will talk about the twists and turns of launching National Instruments’ first brand campaign, and how COVID-19 upended their content strategy. Featuring a new tagline, “Engineer Ambitiously,” the campaign highlights NI's engineers and celebrates their expertise and accomplishments—and puts a human face to the company. Amid the pandemic, the team had to pause planned content and pivot with speed and reactivity, develop new assets from existing footage with remote teams, and adjust launch dates.  The global campaign includes paid media (display, mobile, social, connected TV), sponsored content with Wired and the Washington Post, and the NI Next 100—a weekly curated content program of 100 unique stories of engineering success, brought to life through paid editorial, film, digital events and partnerships, and social activations. The comprehensive campaign is helping National Instruments jumpstart their evolution to become a robust content creator.

Speakers:
Phillip Katz, Head of Media, Doremus
Brad Armstrong,Chief Marketing Manager, NI

WRAP UP/ROUNDTABLE DISCUSSION (12:45PM – 1:00PM)