Content Marketing @ 3M (Members Only Conference) presented by AT&T AdWorks

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“Content is King” has been echoed by marketers time and time again, but how brands leverage original content to achieve business objectives is easier said than done. With the proliferation of social media and mobile devices, consumers are increasingly demanding the availability of new content at every touch point and marketers are making significant investments to ensure that it is their brands that hold audience’s attention.

At the upcoming ANA Content Marketing Members Only Conference hosted by 3M, you’ll hear from senior marketers about how they are successfully producing original content that engages their core audiences while delivering on brand metrics. Join us for an exciting day full of leading marketers representing a diverse array of industries discussing their strategies behind the development of custom content, the execution of production through different media channels and the measurement of key objectives.

Agenda

8:15am

9:00am

Breakfast

General Session

3M: UNLEASHING A B2B CONTENT MARKETING STRATEGY
In this session 3M will detail how a B2B company embarks on a content marketing journey necessary to drive sales and build and retain loyalty. They will discuss the multiple challenges that come with creating a content marketing strategy that will impact their clients in multiple industries in an engaging and breakthrough way. The 3M team will present their journey, what they are learning, and why a strong content strategy is critical to win in any market.

Keith Haig
Marketing Operations Manager
3M ESPE Division

Mariana Quiroga
Global Business Director
3M Home Care Division
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TARGET: INSIGHTS AND BEST PRACTICES IN CONTENT MARKETING
In this session, leading national retailer Target will discuss the impact of new and evolving definitions of content marketing on their marketing strategies, as well as the convergence of the once distinct roles between media distribution and content creation. You will also learn the company’s view on media’s role in enabling, discovering and delivering content. Target will also share their experiences on the importance of being nimble to drive success in content marketing.

Melissa Schoenke
Director, Media Strategy
Target
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CONTENT MARKETING TO MILLENNIALS
It is possible that content marketing is more closely tied to millennials that any other consumer segment. In this session Jeff Fromm, Executive Vice President at Barkley and co-author of Marketing to Millennials will provide insight to understanding trends, concerns and habits of this generation. Attendees will get a look at a content platform on millennial marketing and will learn about a model for allocating time against content vs. thought leadership.

Jeff Fromm
Executive Vice President & Co-Author of “Marketing To Millennials”
BARKLEY
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12:05pm

1:05pm

Lunch

General Session Continued

USING THE SCIENCE OF DATA TO PERFECTLY COMPLIMENT A CONTENT STRATEGY
The TV ad buying industry has remained relatively unchanged for decades...until now. In this session, you’ll discover how the TV advertising landscape is changing to more content driven offerings. Using real world campaigns this presentation will illustrate how the use of content can effectively drive these new offerings ultimately helping you to achieve your goals.

Meade Camp
Vice President, Integrated & Strategic Partnerships
AT&T AdWorks
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GENERAL MILLS: BUILDING A NEW DIGITAL BRAND THROUGH STRATEGIC CONTENT
General Mills will discuss how they leverage content as the key driver for Tablespoon.com which has become the company’s third largest digital platform. Learn how General Mills built Tablespoon.com from scratch through developing a solid content strategy focusing on key elements such as brand purpose, brand pursuits, focused targets, and tone/voice.

Erin Anderson
Interactive Marketing Manager
General Mills
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3:00pm

3M Innovation Center Tour