Content Marketing World 2012: Content Strategy Track
Content Marketing World 2012
CONTENT STRATEGY TRACK
Stay up-to-date on the Content Strategy Track at Content Marketing World 2012. Sessions include:
- Getting Buy-In on Your Content Project
- How to Organize Your Content Marketing Plan
- Content Marketing: How to Transform Your Organization/Culture for Content Success
- Leveraging Data to Drive Your Content Plan without Being Creepy
- Content Marketing Success/Horror Stories from Three Big Brands
- Thinking Outside the Content Marketing Strategy Trap
Getting Buy-In on Your Content Project
Laura Creekmore, President, Creek Content
@lauracreekmore | Creek Content
Many organizations are stymied by “new” marketing ideas — they view them with skepticism, to be polite. You may know that your customers need great content — but taking that brand new idea to the budget committee is probably the wrong way to start. Playing the approvals game is a zero-sum endeavor — so don’t keep hoping for manna from heaven. Instead, be the one who reframes your organization’s thinking into a customer-focused orientation, ensuring the content projects you know you need will be easily approved.
How to Organize Your Content Marketing Plan
Laura Creekmore, President, Creek Content
@lauracreekmore | Creek Content
You understand the importance of content and the significant role it plays in your organization, but how do you keep it all straight? With multiple social media channels and traditional marketing tools, it’s hard for a team, much less one chief content officer, to keep it organized. This session is designed to bring down the anxiety level when it comes to content marketing and provide you with tools and strategies for organizing your own content. Learn ways to keep it together and take home tools you can modify to meet your own content strategy/production needs. Laura will provide sample templates, tips on how to produce consistent content and her take on what project management has to do with your content marketing plan.
Content Marketing: How to Transform Your Organization/Culture for Content Success
Michael Brenner, Senior Director Integrated Marketing & Content Strategy, SAP
@BrennerMichael | SAP
In 2012, many brands are facing the realization that customers have become smarter than us. They are finding valuable information about our products from the web, from their peers but more importantly, not from us. Our outbound marketing tactics still make up a large majority of our marketing mix and they are rapidly becoming less effective. Our marketing employees are not equipped with the skills and experience to create marketing that meets customer needs. In this session, Michael Brenner will describe how SAP is transforming its marketing organization into a more customer-focused function that is adding value across the entire business using content strategy and effective content marketing techniques.
Leveraging Data to Drive Your Content Plan without Being Creepy
Margot Bloomstein, Principal, Appropriate Inc.
@mbloomstein | Appropriate, Inc.
With all the data you have on your target audience, it’s easy to personalize your story on an individual level, just right for the time of day, location, device, where they just came from, their buying habits, their friends’ preferences—and it can be downright creepy, too. Scary examples abound, in modern horror flicks and everyday Facebook tricks. So, how do you keep your story on target, and what content types, frequency and editorial style work, without going too far? In this session, you’ll see examples from several brands that walk the line and hear how customers reacted when they’ve gone too far. Then, you’ll leave with ideas of how to enrich the customer experience with a positive association of anticipatory service, rather than an invasion of privacy.
Read the coverage:
Content Marketing Success/Horror Stories from Three Big Brands
Moderated by Michael Marzec, President and Chief Strategy Officer, Smart Business Network
@michaelmarzec | Smart Business Network
The title says it all. Hear the content marketing success/horror stories from three big brands, including Cheverolet, Parker Hannifin, and IBM.
On the Panel:
- Andrew Dinsdale, Assistant Director, Chevrolet Digital and CRM
- Ken Novak, Global eBusiness Marketing Manager, Parker Hannifin Corporation
- Shaku Selvakumar, World Wide Lead Strategist for Web and Social Media, IBM WebSphere
Thinking Outside the Content Marketing Strategy Trap
Scott Abel, CEO, The Content Wrangler
@scottabel | The Content Wrangler.com
Scott Abel, The Content Wrangler, will explore The Content Marketing Strategy Trap and how failing to avoid it often leads well-intentioned strategists down the wrong path. Attendees will learn how avoiding the trap led one retailer to become a publisher of online repair manuals designed to teach “do-it-yourselfers” how to fix things, while selling them the goods they need to do the job. Sales are driven completely by visually engaging, standardized instructional content delivered to the web, to smartphones and to mobile devices. Return on investment is no longer a wild guess. It’s directly tied to individual pieces of content. And, the community is not only allowed to participate, but they are encouraged to create their own content. By thinking outside The Content Marketing Strategy Trap, the retailer has become a leader in their market. Their strategy is so successful that other retailers of products that require assembly, sometimes break, or need occasional maintenance are clamoring to replicate it.