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Content Marketing World 2012: B2C Track

Content Marketing World 2012

B2C TRACK

Stay up-to-date on the B2C track at Content Marketing World 2012. Sessions include:

  • Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content that’s Always Spot On, Right Now, and Never Ever Boring
  • The 4 Critical Content Steps for Targeting Consumers with Content Marketing
  • Best Practices in Healthcare and Financial Content Marketing
  • The Gift Economy: Content as Social Currency

Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content that’s Always Spot On, Right Now, and Never Ever Boring

Julie Fleischer, Director, CRM Content Strategy, Kraft Foods
@jfly | Kraft Foods

Companies are flocking to content marketing because they believe it gives them a leg up in the attention economy, but using a content-led approach isn’t enough to break through the media morass or stop consumers from clicking away, fast forwarding or zoning out. Great content marketing combines spot-on insights, a strong sense of value-exchange, and distribution channels that maximize relationship while minimizing media costs. Effective content must be captivating, meaningful, timely and sought after. And most importantly – effective content is never ever boring.

The 4 Critical Content Steps for Targeting Consumers with Content Marketing

Brice Bay, CEO, Enveritas Group
@bricejbay | Enveritas Group

Sean Murphy, Director of Content, Custom Media at American Express Publishing
@smurphsup2 | American Express

Trying to figure out how to put your content marketing efforts into high gear? Well, worry no more. In this fast-paced, interactive presentation, you’ll see the content machineʼs four critical parts and see them in action with helpful case studies.

Best Practices in Healthcare and Financial Content Marketing

Moderated by Chris Seper, CEO, MedCity Media
@chrisseper | MedCity Media

Healthcare and financial content marketers continue to face additional pressures on their content due to ongoing legal, as well as internal cultural battles. In this session, you’ll hear what some of the leading financial and healthcare content experts are doing to combat these issues, and to create digital content marketing strategies that drive real results for the business.

On the Panel:

  • Dana Adams, Senior Vice President, Content Solutions, Pace Communications
  • Ahava Leibtag, Principal, Aha Media Group, LLC
  • Ron Shaull, Director of Writing and Content Services, The Ohio State University
  • Brenda Spiering, Editor, BrighterLife.ca, Sun Life Financial

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The Gift Economy: Content as Social Currency

Mark Bonchek, Founder & Chief Catalyst, ORBIT & Co
@MarkBonchek | ORBIT & Co

Content is more than content. In our digital age, content has become a form of social currency. It has meaning beyond the information it contains. This social dimension of content goes much deeper than viral videos. Brands that transform their products into content, and their content into social currency will succeed. In this provocative talk, Mark Bonchek will take us on a journey into the past and future of social media.

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