ANA Content Marketing @ National Geographic Society (Members Only Conference)

IS THERE “CONTENT MARKETING LIFE” ON MARS

With the debut of the new series MARS from Executive Producers Ron Howard and Brian Grazer, National Geographic Channel is boldly going into new areas of content marketing that they have never gone before.  The launch of the show represented a major programming shift for NGC. In this session, Dennis Camlek, EVP, Marketing National Geographic Channels will share highlights of this innovative effort; from on-site experiential tactics to virtual reality and the first ever connected poster.  He will also provide insights into how the series content was distributed in new and unique ways, allowing consumers to experience, touch and feel the Red Planet.

Dennis Camlek

EVP, Marketing National Geographic Channels

MARRIOTT'S M LIVE, CONTENT MARKETING WITHOUT RESERVATIONS

In this session, Matthew Glick, Senior Director, Marriott International, takes a deep dive into the art + science of M Live: Marriott International’s Global Social Media and Real Time Marketing Command Centers around the world. Matthew will share the story behind M Live, the strategy behind how data, technology, and data come together to engage consumers in meaningful ways, and the ROI M Live delivers in winning the hearts, minds, and wallets of next generation travelers. Attendees will discover how content can create communities that drive commerce with real life examples and strategies to help take your social media and content efforts to the next level.

Matthew Glick

Senior Director of Global Creative + Content Marketing Marriott International

BRAND AUTHORITY: FUELING A DYNAMIC CONTENT STRATEGY

According to a recent study by eConSultancy, 90 percent of marketers say it is important to have a great content strategy in place, but only 38 percent actually have a strategy implemented. Given this fact, marketers have tremendous opportunities and room to exceed with developing their brands content marketing strategy.  In this session, hear from a leading brand consultant on ways marketers can dynamically fuel their content strategy through case studies from brands like DQ, Cargill and Hershey.  The presenter will share insights into:

·         The role of a content strategy matrix
·         Why modern consumers use and share content like a Bitcoin
·         Case studies of brands that have successfully re-imagined their Brand Authority – Brands like DQ, Cargill and Hershey
·         The financial impact of Millennial influence on Gen X & Baby Boomers

Jeff Fromm

Partner at Barkley and Co-author of Marketing to Millennials President, FutureCast

THE MONSTER STRATEGY THAT’S POWERING MONSTER’S CONTENT MARKETING

It’s imperative for today's content strategist to be thinking multi-platform. But that imperative is easier said (by your boss) than done (by your content team, which is outnumbered by the vast number of distribution methods now available). In this session, Margaret Magnarelli, managing editor for content and senior director of marketing at Monster, will talk about the three-pillared content creation and distribution strategy that has helped the brand to maximize reach, break down departmental silos, and boost conversions 28% YOY—all while maintaining the content team’s relative sanity. Attendees will walk away with information and tips on how to build a small-but-effective brand newsroom that can produce a diverse portfolio of content types to hit amplification goals that include SEO, email, earned media, paid media, and social media. 

Margaret Magnarelli

Managing Editor, Content and Senior Director, Marketing Monster

DATA-DRIVEN CONTENT: GIVE THE PEOPLE WHAT THEY LOVE

In order to build brands people love, we need to create content people love. How do we know what they love? Data. But it’s not just about sophisticated data collection. In this session, Trevor Yeats, Director of Product Marketing at AOL, shares how to use data to inform content strategy and create content that wins the hearts of consumers. He’ll share specific examples of great content that landed big campaign results—and he’ll show how branded 360 video and virtual reality bring storytelling into a whole new dimension.

Trevor Yeats

Director of Product Marketing AOL

AIG LEVERAGES LASER-TARGETED MESSAGING TO SUPERCHARGE CUSTOMER CONNECTION

In this session, Cara Tabatchnick, Global Digital Strategy Director, AIG, will show how her company's always-on approach to content marketing uses targeted messages to break through the clutter and reach the target market: insurance decision-makers. The presenter will discuss how AIG partnered with LinkedIn to educate its target market, change negative perceptions, demonstrate thought leadership and establish an ongoing dialogue.

Cara Tabatchnick

Global Digital Strategy Director AIG