Content Marketing

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INTRODUCTIONS (11:00AM – 11:10AM)
Paul P. Robinson, Director of the Content Committee, ANA

ROUNDTABLE DISCUSSION (11:10AM-11:30AM)

I. How to Re-think B2B Email Marketing to Create Better Results (11:30AM – 12:00PM)
Most B2B emails amount to “nurture” or “drip” campaigns: a series of emails that try to move prospects down the sales funnel. The reality is that these emails don’t get opened. The few that do get opened are more likely to annoy the recipient than result in anything positive.

What if you could re-think how B2B email marketing is done?

How about taking a personal newsletter approach to your B2B emails? For the past several years, Dennis Shiao has managed a twice-monthly email newsletter (for marketers) called “Content Corner.” Dennis will share lessons learned from “Content Corner” that B2B marketers can apply to their emails. He’ll show you how email can build trust, foster community and gain new customers.

Speaker: Dennis Shiao, Founder, Attention Retention LLC

II. What Student Athletes Want & Need From the Marketing Industry and What the Future Holds (12:00PM – 12:30PM)
Name, Image, Likeness. There is no bigger news or opportunity for anyone involved in college sports. During this session intended for Advertising, Branding, Social Media, and Content professionals (a class of professionals that the NCAA calls "Professional Service Providers"), Bill explains what NIL is and the opportunity it presents. The session's content includes the NIL Rules & Policies, Opportunities for Student-Athletes, What Student-Athletes Want & Need from the Marketing & Advertising Industry, and What the Future Holds.

Speaker: Bill Carter, Founder, Student Athlete Insights

III. Maximizing Content Impact: Aligning With Business Claims & Repurposing (12:30PM 1:00PM)

  • Studies have shown, year-after-year, that content leaders are always looking for more budget and a bigger team. But you don't always need more content or more people to have a bigger impact. In this session, Melanie will offer a brief introduction to some tactics for maximizing the impact of the content, team, and other resources you DO have. 
  • First, we'll briefly discuss the types of content that work best for proving your business claims and overcoming consumer skepticism, to ensure that whatever content we create is the type most likely to help us succeed.
  • Then we'll review a list of content repurposing tactics that can extend the life, reach and impact of any and all content we already have

Speaker: Melanie Deziel, Speaker & Author of "The Content Fuel Framework: How to Generate Unlimited Story Ideas"

WRAP-UP 

Speaker Bios



Dennis Shiao, Founder, Attention Retention LLC

Dennis Shiao is Founder of Attention Retention LLC, a marketing consultancy that works with Silicon Valley technology companies. Dennis consults with clients on content marketing, product marketing and social media marketing. Prior to launching his consulting business, Dennis spent several years in full-time roles, both in Information Technology (IT) and marketing. Dennis is a columnist for Content Marketing Institute and CMSWire.



Bill Carter, Founder, Student Athlete Insights

Bill Carter is the Founder of Student-Athlete Insights where he educates professional service providers, athletic directors, coaches, and student-athletes about how to capitalize on the NCAA's new Name, Image, and Likeness legislation. He is a SportsBusiness Journal Forty Under 40 Award recipient with 25 years of Sports and Brand Marketing experience. Bill was a co-founder of the marketing agency Fuse, where he advised Pepsi, Gatorade, Gillette, Ford, Nike, New Balance and others on their brands and sponsorships of some of the biggest athletes in the world, including Michael Jordan, Dale Earnhardt Jr., Shawn White, and over 200 others. He is a Lecturer in Sports Entrepreneurship at the Grossman School of Business at the University of Vermont and serves on the Board at the Povich Center for Sports Journalism at the University of Maryland.

Melanie Deziel, Founder, StoryFuel

Melanie Deziel is a keynote speaker, author, award-winning branded content creator, and lifelong storyteller. Melanie is the author of the best-selling marketing and business communications book, “The Content Fuel Framework: How to Generate Unlimited Story Ideas”, and the founder of StoryFuel. Melanie spends her days giving keynotes and leading workshops that teach marketers, creators, and companies of all sizes how to create better content.

Prior to founding StoryFuel, Melanie was the first editor of branded content at The New York Times, a founding member of HuffPost’s brand storytelling team, and served as Director of Creative Strategy for Time Inc.