Content Marketing

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Speaker: Paul P. Robinson, Director, Commerce & Content Marketing, ANA

I. Session 1: Building Meaningful Communities through User-Generated Content and Shared Values (9:45AM – 10:15AM)

Speaker: Alison Ross, Senior Director, Strategic Partnerships, Fitbit

II. Session 2: The Content Marketing Differentiator (10:15AM – 11:00AM)
As a thought leader in Content Marketing, Bank of America will share their strategies and rationales in developing their “Content Marketing Center of Excellence,” and how it has continued to evolve. Some of the key learnings that will be shared include its organizational charter in being differentiated from other marketing disciplines, and how that has created a unique value proposition vs. its competitors. Bank of America will share example of their successes, challenges and thoughts on what’s next for them, and the industry.

Speaker: Amy Stroud, Senior VP, Content Marketing, Bank of America

COFFEE BREAK (11:00AM – 11:15AM)

III. Session 3: The Case Study of BuzzFeed Tasty and the Evolution of Brand (11:15AM – 12:00PM) 
How can brands evolve in an internet-native world? The answer may lie in the case study of BuzzFeed’s Tasty food network, a global media brand that evolved by breaking all the rules: focusing on building a viral brand first, and then figuring out distribution and channel second. But what else can we learn about the process of innovation — and experimentation cycles — here (including physical products)? And does brand loyalty still exist? In this talk BuzzFeed shares their thoughts on brands in the digital age… including the four pillars of a modern brand.

Speaker: Talia Halperin, VP of Brand Management, BuzzFeed

LUNCH (12:00PM – 12:45PM)

IV. Session 4: How to give your content more momentum — and measure the impact (12:45PM – 1:30PM) Don’t create more content — create content that works. Content that makes a lasting impact often relies on a strong narrative that connects with your target audiences and your stakeholders. Learn how to build a compelling story crafted from a strong insight to connect with your audience, highlight your organization’s vision, and help you reach your business goals.

Speaker: Karen Budell, Interim Head of Brand Content & Narratives, Google

V. Session 5: 2019 Content Marketing Survey & Roundtable (1:30PM – 2:00PM)
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 today’s Roundtable, Paul Robinson will reveal top line findings from the recently completed Content Marketing survey - conducted in conjunction with The Content Council - as well as its implications for the industry.  This will serve as the leaping off point for a group discussion.

Speaker: Paul P. Robinson, Director, Commerce & Content Marketing, ANA