ANA Content Marketing @ Target presented by Pinterest (Members Only Conference)

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Content marketing has become the great equalizer, since both small and large brands can compete through great storytelling that communicates their brand or corporate ethos. Yet the challenge remains on how to successfully produce original content that engages, entertains, and is relevant to core audiences while delivering on brand metrics.

Join us for a fun and informative day, hosted by Target and presented by Pinterest, to hear success stories in content marketing, branded experiences, and digital marketing. This complimentary members-only conference will showcase leading client-side marketers representing a diverse array of industries discussing their strategies behind the development of custom content and branded experiences, the execution of production through different media channels and the measurement of key objectives.


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, August 15, 2018
8:15am Breakfast

9:00am General Session Begins

9:10am

TARGET AND PINTEREST: CONTENT MARKETING STORY

As senior director of digital media, search/email/affiliate marketing at Target, Troy Neidermire manages the digital media activation for the beloved Target brand.  In this session, he and Andy Holton, the US lead of creative strategy at Pinterest will share Target’s approach to leveraging innovative social media channels such as Pinterest to deliver powerful and relevant content that engages consumers.

Troy Neidermire
Senior Director - Digital Media, Search/Email/Affiliate Marketing Target Corporation
Andy Holton
US Lead, Creative Strategy Pinterest
9:55am

HOW MAYO CLINIC LEVERAGES ITS HEALTH NEWS ENGINE TO REACH CONSUMERS

Consumers are consuming more content than ever, across multiple channels and media.  In order to be truly consumer-oriented, organizations must meet consumers where they are consuming content, instead of expecting consumers to come to them.  During this session, learn how Mayo Clinic, a not for profit medical organization with expertise in treating complex and serious healthcare needs, has built an internal news team and engine to develop and distribute daily video, audio and digital content across multiple channels.

Amy Davis
Division Chair, Communications Mayo Clinic
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10:40am Networking Coffee Break

10:55am

UNDER THE INFLUENCE

"Under The Influence” takes a look into the rise of influencer marketing, tackling its challenges, examining its unique benefits, and exploring how Progressive has evolved its practice in-house.

John Lytell
Associate Creative Director, Content Progressive Insurance
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11:40am

APPROACHING CONTENT LIKE A SOCIAL ENTREPRENEUR

In this session, Carlos Abler, Leader of Content Marketing and Strategy at 3M will share how digital disruption has driven non-publishing companies to become publishers (and app developers) to distinguish themselves via content effectiveness and excellence.  Learn how this disruption also mandates brands to function more like non-profits, NGOs and Governments to achieve excellence as social entrepreneurs and innovators, in order to identify the relevance required to deliver value-added content that matters.

Carlos Abler
Leader, Content Marketing and Strategy 3M
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12:25pm Luncheon

1:25pm

ABBVIE: HOW COMPANY CULTURE AND PROCESS LEAD TO WINNING CONTENT IN A REGULATED INDUSTRY

Building a content operation from scratch is a daunting endeavor. A lot of groundwork needs to happen before achieving value, relevance and consistency. And while content is an important pillar in this building journey, culture and process are equally essential pillars. Content is what internal and external audiences see and hopefully engage with; culture is what is necessary to address internally, across the organization, to ensure adoption of content efforts; and process is what keeps a team on track and in full alignment with the company’s business priorities, enabling ongoing insight generation to ensure relevance. The highly regulated nature of biopharmaceuticals and the global reach of multinational companies like AbbVie heavily determine the ultimate goal of AbbVie’s content operation: increasing the company’s valuation and reputation. As one navigates through the challenges of building a solid, sustainable and strategic content operation, the order of the aforementioned three pillars (culture, process and content) matters, and, surprisingly enough, content does not come first.

Suzanne Barston
Corporate Journalist AbbVie Inc.
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2:10pm Conference Ends


Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.