Content Marketing

This event is over.




Takeaway/Content Summary


Arriving at the Content Organizing Idea

Through the Lens of Your Brand Promise


  • Understand how brand truth and consumer truth overlap to arrive at a brand content organizing idea
  • Learn how to expand a brand statement/tagline to arrive at a brand content organizing idea that serves as a platform for a story system
  • Exercise: Develop your brand content organizing idea
  • Exercise: Test the elasticity of your brand content organizing idea


Defining Brand Content Excellence

Always-On Content Library



  • Gain a full understanding of content models created curated and distributed/syndicated
  • Define an always-on content library, short/medium/long form content within the create, customize and share framework
  • Learn the components of a content matrix, balancing the product/service/ utility benefits of a brand with lifestyle-centric benefits, to establish a content marketing platform that can serve both
  • Exercise: Prepare a content matrix


Content Marketing Platforms

Tools, Techniques and Platforms for Deploying Content Marketing


  • Understand the content tools, techniques and platforms for deploying content marketing across paid, owned and earned channels:
    • Authoring platforms
    • Curation and licensing models
    • Tagging/Link-farming models
  • Learn about SAS platforms and tools for commissioning and deploying original content, obtaining curated and licensed content and tagging methods for maximizing shareability and conversations
  • Exercise: Hands-on demonstration of SAS platforms and tools (vendor to showcase and adjunct hands-on exercise)


Content Measurement Frameworks

Measuring and Organizing for Content Marketing Initiatives


  • Learn how to develop a content measurement framework by defining KPIs and key measurement metrics to determine return on content marketing:
    • Content sharing measures
    • Content trending measures
    • Cultural currency/conversation measures: ROC/ROI
  • Exercise: Develop a measurement framework
  • Examine different marketing organization models to consider and/or test to activate content marketing:
    • Content marketing managers (beyond social)
    • Brand team ownership
    • Chief content officer (CCO) roles
    • Others
  • Exercise: Evaluate your current organizational model



Alan Schulman

One of the industry’s leading voices in Creative & Content Marketing, Alan Schulman is a seasoned Branding, Advertising and Digital agency creative veteran – and the first major creative agency executive to lead one of the Big Four Consulting firms’ creative offerings – Deloitte Digital.

Over his 25+ year career, Alan has held Executive Creative & Content leadership roles at several leading agencies including McCann-Erickson, FutureBrand Worldwide, Foote, Cone & Belding and most recently, as Chief Creative Officer of SapientNitro. He is the recipient of numerous awards for creative & content excellence, including award-winning campaigns for such global brands as Diet Coke®, Unilever’s AXE® for Men, Johnson & Johnson’s Splenda®  and Procter & Gamble’s Olay®, Secret® & numerous others.  He was named one of North America’s “Digital All Stars” by OMMA in 2011.

Schulman currently serves as a member of the Board of Directors of the American Marketing Association and is a member of the Creative Review Committee of The AdCouncil, as well as the New York Media and Marketing Technologies Council.  He has served as Co-Chair of the 4A’s Creative Technology Committee, as a member of the Adobe Global Creative Director’s Council and the Wharton School of Business’, “Future of Marketing” Technology curriculum committee.