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Thank You

Thank you to everyone who attended the 2022 ANA Content Marketing Conference!


Videos and Presentations

Member-exclusive conference presentations and videos can be viewed and accessed through the Agenda.


Save the Date

Mark your calendars for the virtual 2022 ANA Brand Activation & Creativity Conference this October 12-13!

About the Conference

April 27–29, 2022 | Orlando, Fla. and Virtual

Content marketing, at its most fundamental level, is strategic and audience-first, not product first. It's the purest form of marketing. Content marketing provides editorial-minded insights and education and contextualizes topics, using storytelling and creative to drive engagement.

There is a fundamental shift underway in how content marketing is being deployed to meet business outcomes — evolving from just driving brand building to also being a growth engine. Advanced content marketers are now connecting their strategies to the customer journey to seek a growth of audience, growth of conversion rates, growth in customer value, and ultimately growth in business value.

According to research done by ANA in partnership with The Content Council, investment in content marketing is growing robustly and now commands a substantial portion of overall marketing budgets.

Recognizing the substantial growth and interest in this important topic, the ANA wants to broaden how senior marketers and their content leaders view the discipline of content marketing. No longer is content marketing held in a corner, merely looking after the blog. Instead, they are starting to own the customer journey and activating customers across their journey.

In response, the ANA will convene our first-ever Content Marketing Conference. The event will focus on the strategy, resources, and best practices in content marketing that deepen customer relationships and drive measurable results. Some of the high-level areas the conference will cover include: developing content strategy, measurement, social and digital amplification, content partnerships, content that drives commerce, and creativity. This conference is for senior-level marketers and their content leaders who desire a shift to more advanced content marketing efforts.

 

"The best way to explain content marketing would be pushing brands to act less like salesmen and more like creators. The less selling the better!"

- Member of the ANA Content Marketing Advisory Board

 

Join the conversation at #ANAContentMarketing

Hosts and Speakers

Conference Host:

Paul Tsigrikes
SVP, Head of Marketing and General Manager of THE TRUST
Wall Street Journal/Barron's Group

 

Lou Arbetter

VP, Content and Production

PepsiCo Beverages North America

Brian Benedik

Chief Revenue Officer

Audacy

Robin Bennefield

Editorial Director, Marriott Creative and Content Marketing

Marriott International

Alan Bethke

Senior Vice President, Marketing

Subaru of America, Inc.

David Brown

SVP, Strategy

Knotch

Kimberly Doebereiner

Group Vice President, Future of Advertising and Head of P&G Studios

Procter & Gamble

Emily Eldridge

Director, Head of Content Marketing

Capital One

Marcus Fischer

Chief Executive Officer

Carmichael Lynch

Jeremy Goldman

Director, Marketing and Commerce Briefings

Insider Intelligence

Alyson Griffin

VP, Marketing

State Farm

Mark Himmelsbach

Founding Partner

Episode Four

Ken Lagana

EVP of Digital Sales

Audacy

Rob Lambrechts

Chief Creative Officer

Pereira O’Dell

Bob Liodice

Chief Executive Officer

ANA

Betsy O’Rourke

Chief Marketing Officer

Xanterra

Franklin Parrish

Senior Director of Brand, Marketing, and Creative Services

Kaiser Permanente

Christi Rademacher

North America Broad Reach Media

Dell Technologies

Anna Ritchie

Global Business Director

BodyMark, BIC

Mary Rodgers

Head of Marketing Communications

Cuisinart

Emiko Seale

Senior Director, Consulting Services, Knowledge Lab

Neustar

Brandon Solis

Executive Director of Social and Connections

Grey Group

George Stenitzer

Founder & Chief Content Officer

Crystal Clear Communications

Paul Suchman

CMO

Audacy

David Tamarkin

Editorial Director

King Arthur Baking Company

Paul Tsigrikes

SVP, Head of Marketing and General Manager of THE TRUST

Wall Street Journal

Vivian Youn

Director, Audience Impact & Intelligence Team

Paramount Ad Sales

Conference Agenda

All available conference presentations and videos can be viewed and accessed below exclusively by ANA members. 

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All sessions listed below are in Eastern Time (ET).

TIME EVENT DETAILS LOCATION
Wednesday, April 27, 2022
1:00pm REGISTRATION OPENS

Tuscany Foyer (IN-PERSON ONLY)
2:00pm
- 5:00pm
Workshop

In-person attendees are encouraged to arrive early for content provided by the ANA Marketing Training and Development Center (MTDC). The MTDC equips thousands of marketers with the skills they need to advance their careers, increase the capabilities of their teams, and enhance their brands. Attend our extended workshop on the timely topic of Content Marketing that will take place on Wednesday, April 27, from 2:00 PM to 5:00 PM.

(IN-PERSON ONLY)

WORKSHOP: MAXIMIZE YOUR CONTENT RESULTS

Your content marketing program is in good shape. You’ve already:

  • Documented your content marketing mission and strategy.
  • Created a clear, concise, consistent message.
  • Built organizational buy-in for content marketing.

What’s next? At this Content Marketing workshop, you’ll learn from George Stenitzer, Founder & Chief Content Officer at Crystal Clear Communication and workshop leader of ANA’s Content Marketing Mastery Program, how to:

Conduct a competitive content audit. How well does your content meet buyers’ needs during the buying journey? A competitive content audit gives you visibility into marketplace dynamics and defines specific ways to outflank and outsmart competitors.

Map content to the buyers’ journey. Do you offer the content buyers need to answer critical questions at each step in the buying journey? Learn how to advance buyers smoothly towards a purchase. Help buyers overcome their objections and obstacles.

Optimize existing content. How can you squeeze more performance out of existing content? Fine-tune content to make it more scannable, readable and emotional. Maximize its value with actionable tips on optimizing, resizing and refreshing content.

George Stenitzer (@GeorgeStenitzer)
Founder & Chief Content Officer Crystal Clear Communications
View Presentation
Tuscany Ballroom EFGH (IN-PERSON ONLY)
6:00pm
- 7:00pm
RECEPTION  

Da Vinci Lawn & Terrace (IN-PERSON ONLY)
Thursday, April 28, 2022
7:30am
- 8:30am
BREAKFAST

Tuscany Ballroom EFGH (IN-PERSON ONLY)
8:30am
- 12:30pm
GENERAL SESSIONS

Tuscany Ballroom ABCD (HYBRID)
8:30am
- 8:33am

WELCOME REMARKS

Brian Benedik (@brianbenedik)
Chief Revenue Officer Audacy
Tuscany Ballroom ABCD (HYBRID)
8:33am
- 9:00am

OPENING REMARKS

Bob Liodice
CEO ANA
View Presentation
Tuscany Ballroom ABCD (HYBRID)
9:00am
- 9:15am

HOUSEKEEPING REMARKS

Paul Tsigrikes (@ptsigrikes)
SVP, Head of Marketing and General Manager of THE TRUST Wall Street Journal/Barron's Group
Tuscany Ballroom ABCD (HYBRID)
9:15am
- 9:50am

HOW P&G STUDIOS HELPS REINVENT ADVERTISING

Kimberly Doebereiner may have one of the best job titles in the industry –Group Vice President, Future of Advertising and Head of P&G Studios. In this role Kimberly helps reinvent advertising for P&G to be more useful, more interesting, and more superior. P&G Studios develops and produces stories to help create positive change in society, often shining the light on under-represented voices and acts of good. Like-minded, mission-based creative innovators and innovative NGO organizations partner with P&G Studios to meet the growing demand for authentic stories that uplift and inspire. This session will take us behind the scenes of the content creation at P&G Studios.

Kimberly Doebereiner
Group Vice President, Future of Advertising and Head of P&G Studios Procter & Gamble
View Event Recap
Tuscany Ballroom ABCD (HYBRID)
9:50am
- 10:25am

CONTENT MARKETING IN THE INFLUENCER AGE

In an online environment dominated by influencers and celebrity, creating branded content that rises above the noise has become increasingly challenging. Under Alyson Griffin’s leadership, State Farm reinvented content marketing by seamlessly weaving Jake from State Farm into pop culture on saturated social media and streaming platforms. Alyson will share how a 100-year-old brand captured the adoration of millennials and gen Z by harnessing the power of human connection in digital spaces.

Alyson Griffin (@alyson_griffin)
VP, Marketing State Farm
View Event Recap
Tuscany Ballroom ABCD (HYBRID)
10:25am
- 10:45am
NETWORKING COFFEE BREAK

Tuscany Foyer (IN-PERSON ONLY)
10:45am
- 12:30pm
GENERAL SESSIONS RESUMES

Tuscany Ballroom ABCD (HYBRID)
10:45am
- 11:20am

PROFIT FROM PERSONALIZED CONTENT: THEORY AND PRACTICE

As the consumer market becomes ever more fragmented, an “all of the above” approach is no longer a viable option for today’s marketer. Franklin Parrish will present the theory, implementation, process, and results of a targeting regime that marries key brand competencies with audience psychographic motivators. The result is a scalable audience-based content marketing strategy that focuses on the key segments that can drive growth for any organization.

Franklin Parrish
Senior Director, Brand, Marketing, and Creative Services Kaiser Permanente
Tuscany Ballroom ABCD (HYBRID)
11:20am
- 11:55am

A DECADE OF DIGITAL CONTENT: HOW CONTENT MARKETING EVOLVED FROM “BUZZ-PHRASE” TO BUSINESS-CRITICAL (AND WHAT’S COMING NEXT)

Ten years ago, “Content Marketing” was a term most commonly used in the B2B space; defined by white papers, thought leadership and the early inklings of online community-building. With the rapid acceleration of social media and eCommerce growth, however, having a structured and strategic digital content discipline quickly went from “nice to have” to being a critical business-driving pillar for any marketing organization.

In this session, Anna Ritchie will share her learnings from a decade of building digital content organizations from scratch (multiple times over) including the people, process and creative strategies required for standing-up a right-sized discipline within large-scale organizations. She will also share the three biggest trends emerging for digital content in the year ahead as consumers and corporations alike adjust to the new norm of a post-COVID environment, using real examples from her current role leading the BodyMark business at BIC.

Anna Ritchie (@apritchie)
Global Business Director, BodyMark BIC
View Presentation
Tuscany Ballroom ABCD (HYBRID)
11:55am
- 12:30pm

CATCHING UP WITH AUDACY

Join Audacy’s Executive Vice President of Digital Sales Ken Lagana and Christi Rademacher from Dell Technologies to discuss how Audacy helped bring the Dell Technologies industry-first Podference to life leveraging the unique superpowers of Audio.

Ken Lagana (@klagana)
Executive Vice President of Digital Sales Audacy
Christi Rademacher
North America Broad Reach Media Dell Technologies
Tuscany Ballroom ABCD (HYBRID)
12:30pm
- 1:30pm
LUNCH  

Tuscany Ballroom EFGH (IN-PERSON ONLY)
12:30pm
- 12:45pm

OMNICHANNEL MARKETING POST-PANDEMIC: TACKLING TOMORROW'S ANALYTICS CHALLENGES

The pandemic has reshaped how and where people live, work, and shop. Now, with the endemic in sight and the world rapidly changing around it, you must take an omnichannel approach to reach your consumer in an effective way. Brands need an innovative and agile approach to stay relevant to a dynamic consumer.

Join Neustar, a TransUnion company, to learn how Neustar measures and reaches consumers on the channels that matter, including both on and off-line, and closed digital platforms.

Emiko Seale
Senior Director, Consulting Services, Knowledge Lab Neustar
(VIRTUAL ONLY)
1:00pm
- 1:20pm

THE CONSUMER MINDSET ON BRANDED CONTENT

Cultural relevance can be table stakes at a time when culture is the main conduit for connection and deep engagement, yet brands find it harder to keep up when culture moves at a breakneck pace, and social media promotes a quick burn cycle of virality. Branded content is taking a bigger slice of digital ad budgets than ever before as brands become content engines and break the constraints of standard placements, which calls for more than a one-size-fits-all approach. Discover how your consumers think about brands role in culture and branded content and a case study on how to build brand love with a content powerhouse.

Vivian Youn
Director, Audience Impact & Intelligence Team Paramount Ad Sales
Tuscany Ballroom EFGH (IN-PERSON ONLY)
1:30pm
- 5:00pm
GENERAL SESSIONS RESUMES

Tuscany Ballroom ABCD (HYBRID)
1:30pm
- 2:05pm

WINDSTAR CRUISES GOES 180 DEGREES FOR A GLOBAL TREASURE HUNT

People sail Windstar Cruises because they know it as the best small ship cruise line in the world. For the past two years, these loyal cruisers have been yearning to be back on the water with family and friends but also wanting to feel safe and secure. In order to stand out from other cruise lines, Windstar has become known to be "180 Degrees from Ordinary." Learn how the brand created compelling content supporting a global virtual treasure hunt to drive bookings by showing 180 reasons why it's great (and safe) to go on a trip with Windstar.

Betsy O’Rourke (@bbourke)
CMO Xanterra Travel Collection, the Anschutz Corporation
Mark Himmelsbach (@himmelsblog)
Founding Partner Episode Four
View Event Recap
Tuscany Ballroom ABCD (HYBRID)
2:05pm
- 2:40pm

CREATING DIGITAL CONTENT FROM CONSUMER DATA

As consumer behavior and needs have shifted since the onset of the pandemic, creating digital content has also faced its challenges. Mary Rodgers will present how Cuisinart, a brand with over 40 years of culinary excellence, has created impactful and creative digital content campaigns by leveraging DTC data. With historical data often no longer a go-to resource as a future predictor of outcomes Mary will share key insights as a result of realizing these radical shifts in consumer behavior and how Cuisinart adapted their digital content strategy. Mary will also discuss the importance of identifying these trends and behaviors and the role data plays in the process of executing interactive campaigns that capture consumer’s attention.  

Mary Rodgers
Head of Marketing Communications Cuisinart
View Event Recap
Tuscany Ballroom ABCD (HYBRID)
2:40pm
- 3:00pm
NETWORKING COFFEE BREAK

Tuscany Foyer (IN-PERSON ONLY)
3:00pm
- 4:55pm
GENERAL SESSIONS RESUMES

3:00pm
- 3:35pm

CONTENT MARKETING IN 2022 AND BEYOND

Seemingly everything is considered content these days — and the lines between content and advertising are blurring. But rather than focus on tactics, which are evolving at a rapid pace, today's winning content marketers are focusing on the big picture: What are the benefits of content marketing? Which content metrics are most important, and why is it so hard to measure content marketing performance? What does modern content marketing look like, and what content types should brands be looking to experiment with in the near future?

This session will answer those questions and more, and prepare you for the ever-evolving discipline that is content marketing.

Jeremy Goldman (@jeremarketer)
Director, Marketing and Commerce Briefings Insider Intelligence
View Presentation
Tuscany Ballroom ABCD (HYBRID)
3:35pm
- 4:10pm

HOW KING ARTHUR BAKING HAS DRIVEN BUSINESS PERFORMANCE WITH ITS INTELLIGENT APPROACH TO CONTENT

King Arthur has taken an intentional long-term approach to content as a competitive point of difference.  This presentation will reveal King Arthur’s ingredients to find content success -  owned audience growth, the creation of new baking seasons and the conversion of that owned audience to trial and repeat purchase.  David Tamarkin will share King Arthur’s roadmap, how content strategy is mapped to the baker’s journey, and the importance of content intelligence.

David Brown
SVP, Strategy Knotch
David Tamarkin
Editorial Director King Arthur Baking Company
View Event Recap
Tuscany Ballroom ABCD (HYBRID)
4:10pm
- 4:45pm

COLLABORATION WITHOUT EGO: NEW WAYS TO UNLOCK CONTENT INNOVATION

Collaboration is critical to unlocking innovation and agility to bring amazing work to life.  As our world evolves with new technology and opportunities, the winners will be the players who are not tethered to traditional roles or lanes, and are okay creating new ways of working with leagues, media, talent, brand and agencies to create powerful content. Lou Arbetter, VP, Content and Production at PepsiCo will share some successful examples and key insights in leveraging innovative content marketing strategies with partners.

Lou Arbetter
VP, Content and Production PepsiCo Beverages North America
Tuscany Ballroom ABCD (HYBRID)
4:45pm
- 4:55pm

CLOSING REMARKS

Paul Tsigrikes
SVP, Head of Marketing and General Manager of THE TRUST Wall Street Journal/Barron's Group
Tuscany Ballroom ABCD (HYBRID)
6:00pm
- 7:00pm
RECEPTION

Tuscany Terrace (IN-PERSON ONLY)
7:00pm
- 8:30pm
DINNER  

Tuscany Ballroom EFGH (IN-PERSON ONLY)
7:30pm
- 7:35pm

DINNER REMARKS

Brian Benedik (@brianbenedik)
Chief Revenue Officer Audacy
Paul Suchman
Chief Marketing Officer Audacy
Friday, April 29, 2022
7:30am
- 8:30am
BREAKFAST

Tuscany Ballroom EFGH (IN-PERSON ONLY)
8:30am
- 10:30am
GENERAL SESSIONS

Tuscany Ballroom ABCD (HYBRID)
8:30am
- 8:45am

OPENING REMARKS

Paul Tsigrikes
SVP, Head of Marketing and General Manager of THE TRUST Wall Street Journal/Barron's Group
Tuscany Ballroom ABCD (HYBRID)
8:45am
- 9:20am

BEYOND FEATURES AND BENEFITS: HOW SUBARU USES CONTENT TO CREATE BRAND LOVE

In a category filled with features and benefits, Subaru has spent the past 15 years building the brand reputation, tripling its sales and separating from the category by connecting with consumers with something more than ad campaigns. How? By focusing on Love. Learn how the automotive brand married consumer insights, passions, behaviors and its powerful brand purpose to tell stories, connect emotionally and create content people care about.

Alan Bethke
Senior Vice President, Marketing Subaru of America
Marcus Fischer
Chief Executive Officer Carmichael Lynch
View Event Recap
Tuscany Ballroom ABCD (HYBRID)
9:20am
- 9:55am

STORYTELLING FOR TUMULTUOUS TIMES

It’s been a uniquely volatile past couple of years, and consumer sentiment has been on a roller coaster. How do you craft stories that will hit the right note, engaging your audiences in the right way, right now? Through the lens of Marriott Bonvoy's 2021 “Power of Travel” content campaign, we’ll examine the growing importance of understanding your audiences deeply and crafting emotional stories that appeal to their evolving values today and tomorrow. 

Robin Bennefield (@robinshavewings)
Editorial Director, Marriott Creative and Content Marketing Marriott International
View Event Recap
Tuscany Ballroom ABCD (HYBRID)
9:55am
- 10:30am

THE SUPERPOWERS OF SOCIAL AND CONNECTIONS

Brandon Solis joined Grey as Executive Director of Social and Connections in late 2021 to help talent create, sell, and produce “Famously Effective” creative work. Brandon’s ambition is to move culture by being informed, inspired, or intercepted by it. Social and connections are his superpowers.

Brandon Solis (@brandon_solis)
Executive Director of Social and Connections Grey Group
View Event Recap
Tuscany Ballroom ABCD (HYBRID)
10:30am
- 10:50am
NETWORKING COFFEE BREAK

Tuscany Foyer (IN-PERSON ONLY)
10:50am
- 12:10pm
GENERAL SESSIONS RESUMES

Tuscany Ballroom ABCD (HYBRID)
10:50am
- 11:25am

BUILDING A SCALABLE DATA-DRIVEN CONTENT PRODUCTION ENGINE

Data has never been more critical – or overhyped – as it is today in the marketing industry. Some marketers are drowning in data. But when used correctly, data allows smart content marketers to connect more emotionally and deeper with audiences. Emily Eldridge, head of content marketing at Capital One, will share how to use data in a scalable way for content production.

Emily Eldridge (@emilyeeldridge)
Director, Head of Content Marketing Capital One
View Presentation
Tuscany Ballroom ABCD (HYBRID)
11:25am
- 12:00pm

FUTURE PROOF YOUR CONTENT MARKETING STRATEGY

Today, the ways we engage, share, and tell stories are changing rapidly to reflect current consumers' habits. In turn, marketers are looking at how to create memorable moments that encourage consumers to connect and build a relationship with their brand.  Join Pereira O'Dell's Chief Creative Officer Rob Lambrechts as he brings to life successful brand case studies that drive engagement through authentic brand content and entertainment, and shares how to future-proof your content brand strategy. 

Rob Lambrechts
Chief Creative Officer Pereira O’Dell
View Event Recap
Tuscany Ballroom ABCD (HYBRID)
12:00pm
- 12:10pm

CLOSING REMARKS

Paul Tsigrikes
SVP, Head of Marketing and General Manager of THE TRUST Wall Street Journal/Barron's Group
Tuscany Ballroom ABCD (HYBRID)

Conference Sponsors

Presenting Sponsor
General Sponsors

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