Content Marketing @ Time Inc. (Members Only Conference)

This event is over.

According to a recent report by the Custom Content Council and ContentWise, marketers are spending $44 billion a year on content marketing. 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 Time, Inc. at the Time & Life Building and hear about success stories in content marketing. This complimentary members only conference will showcase 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

TIME EVENT DETAILS LOCATION
Tuesday, June 9, 2015
8:15am Breakfast

9:00am General Session

LAND ROVER TAPS CONTENT EXPERTS TO BUILD BRAND AFFINITY

Many marketers today are facing the challenge of how to engage customers and prospects when they tend to block out traditional push-oriented ad messages. In the high-stakes luxury vehicle marketplace with its sophisticated and discriminating consumers, the problem is even more pronounced. For Land Rover, the solution increasingly is branded content – especially of a kind that organically showcases its brand, while providing utility, inspiration and entertainment to its consumers. In this session, hear how the storied British car manufacturer is creatively working with a variety of expert content creators and leveraging its upscale target audience’s interest in travel and adventure to differentiate, engage and ultimately build desire for its brand.

Ken Bracht
Land Rover Communications Manager Jaguar Land Rover North America

HBO INTEGRATES SOCIAL MEDIA AND CONTENT MARKETING

In this session, HBO and 360i will share the compelling and groundbreaking content marketing work around the HBO original series, “Game of Thrones,” “The Watchers,” and “Beautiful Death” that all had incredibly successful social media components to them. They will share how they create, publish, and push out content via social media, the unprecedented results they have achieved, and how they continually leverage key consumer insights to keep up their momentum. 

Sabrina Caluori
Head of Social Media & Vice President of Marketing HBO
Pierre Lipton
Chief Creative Officer 360i
10:50am Coffee Break

11:10am General Session (cont.)

MARRIOTT CONNECTS WITH CONSUMERS THROUGH EPISODIC-DRIVEN CONTENT MARKETING

In 2014, Marriott International became the first travel brand to launch its own in-house content studio grounded in the pillars of content, commerce, and community. In this session, Marriott International will share their content marketing story including how numerous travelers now create travel blogs and videos, tag their photos, and share their experiences with friends in order to take advantage of a huge opportunity to build loyalty through content.

Shawn Brain
Director, Strategy & Account Management, Global Marketing Marriott International

MCCORMICK & COMPANY’S CONTENT MARKETING INNOVATION STORY

Cooking is one of the most personal and powerful activities on the planet. No company understands the importance of this more than McCormick & Company, where content marketing is a pillar for their digital and social marketing.  In this session, they will share some of innovative, results-producing content marketing work they have been doing and how they work within an iterative process that uniquely combines creative, clients and the community. Over time, their content marketing innovation has generated unprecedented engagement results across multiple platforms and propelled more content marketing for the entire McCormick & Company brand portfolio.  

Jennifer LaFrance
Director, Digital Communications McCormick & Company
12:50pm Lunch

1:50pm General Session (cont.)

THE STATE OF CONTENT MARKETING: GROWING AND TRANFORMING CUSTOMER ENGAGEMENT

Content is the secret sauce to attract customers and build loyalty today.  It is the way brands have conversations and increasingly people are investing in that story.  In this session, you will hear an in-depth industry overview on the state of content marketing, including insights from a recent study, Content Marketing: Growing and Transforming Customer Engagement. In addition to providing enlightening data and statistics, you will take away insights from content marketing giants including business cases, the process, tactics and real-life examples of how real brands are using content to drive real marketing results.

Andy Seibert
Chairman The Content Council

SPERRY RE-LAUNCHES 80-YEAR BRAND THROUGH INNOVATIVE CONTENT PLATFORM

The popular Sperry Top-Sider shoe is the original brand of boat shoes founded in 1935. In order to stay relevant, modernizing their brand was essential to their success as marketing innovation today requires the ability to iterate and pivot in real time. The ability to execute nimbly requires a deep understanding of your customer, a clearly defined brand purpose, and the willingness to relinquish some control in order to gain authenticity. In this session, they will share their experience re-positioning and re-launching an iconic American brand in less than six months, including launching an innovative new content platform, The Odyssey Project, that is still unfolding in real-time and generating incredible momentum for this powerful brand.

Stephanie Brocoum
Senior Vice President, Marketing Sperry
Erin Keeley
Director of Brand Development Mono
3:30pm Conference Adjournment