Content Marketing World 2012: Content Discovery Track

Content Marketing World 2012

CONTENT DISCOVERY TRACK

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

  • Demand Generation/Creating Content that Converts and Shortens the Sales Cycle (B2B)
  • From 0 to 60: How a VC Company Integrated Content into the Entire Organization
  • How to Turn Your Blog Posts into an Amazon Best-Selling eBook
  • Integration and Content Curation from Multiple Sources into One Perfect Hub
  • How IBM’s Content Strategy Got IBM Midsize Insider into Google News and Sent Traffic Soaring
  • Content Discovery: Strategies and Tactics to Make Sure Your Content is Found

Demand Generation/Creating Content that Converts and Shortens the Sales Cycle (B2B)

Rachel Foster, CEO, Fresh Perspective Copywriting
@CopywriterTO | Fresh Marketing Blog

Technology companies are known for being on the cutting edge and driving innovation. However, much of their marketing content reads like a dry technical manual and does little to distinguish them from their competition. This problem can worsen if the marketing department and the technical team don’t understand each other – the marketers know they need to educate their audience and focus on the business benefits, but the technical experts want to show all the features to appeal to the end user. Companies may end up with content that explains the features but does little to engage a potential customer and get them to take the next step in the sales cycle. This session will show B2B technology marketers how to use content marketing strategies to become ‘customer-centric’, rather than ‘feature-centric’. In doing so, they will convert more leads and shorten their sales cycles.

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From 0 to 60: How a VC Company Integrated Content into the Entire Organization

Kevin Cain, Director of Content Strategy, OpenView Venture Partners
@kevinrcain | OpenView Venture Partners

Amanda Maksymiw, Content Marketing Manager, Lattice Engines
@amandamaks | Lattice Engines

Looking to ramp up your content marketing engine? It takes an entire crew to help you reach full throttle. In this session, you will learn the secret to the famous OpenView case study, and learn to: actively engage employees to participate in your company’s content strategy (even if they aren’t writers), build and operate a successful content factory, and lastly execute a strategy that promotes your content, drives traffic, and builds your brand.

Read the coverage:

How to Turn Your Blog Posts into an Amazon Best-Selling eBook

Lisa Petrilli, CEO, C-Level Strategies
@LisaPetrilli | C-Level Strategies, Inc.

Leadership Consultant, Blogger and former corporate executive Lisa Petrilli shares her story of how she turned a blog post series into an Amazon “Hot New Release” and kept it at the top of Amazon charts for months afterward. Don’t miss this very unique session.

Integration and Content Curation from Multiple Sources into One Perfect Hub

Chris Baggott, Founder, Compendium
@chrisbaggott | Compendium

Now that we all recognize that the key to successful Content Marketing is..ahem…”content”, the scramble is on. Many marketers are full of worry as to where they are going to find or generate enough quality content to be meaningful. This session will explore the concept of Internal Content Curation. Learn how to uncover the pockets of quality content being generated every day in your company. Find it, organize it, edit and deploy it.

How IBM’s Content Strategy Got IBM Midsize Insider into Google News and Sent Traffic Soaring

Leslie Reiser, Program Director – Worldwide Digital Marketing, IBM
@LCReiser | IBM

Tom Gerace, CEO, Skyword
@tomgerace | Skyword

With the rise of “content marketing”, and an estimated average spend of $18 billion annual by marketers paying to reach people through search, everybody is in the pool –and companies need an edge to retain web traffic and mindshare with consumers. To remain competitive, brands need to forecast consumer cycles, generate content and achieve good search/news engine placement.

Content Discovery: Strategies and Tactics to Make Sure Your Content is Found

Moderated by Joe Chernov, VP of Content Marketing, Eloqua
@jchernov | Eloqua

You put everything you’ve got into a killer piece of content. It adheres to all of the experts’ best practices. It’s non-salesy. It’s slickly designed and free of buzzwords. It’s surprising, irreverent, entertaining, unexpected. It’s pretty much awesome. Then you hit “publish” and … wait. You hope people discover it, comment on it, share it. But hope isn’t a strategy, at least not a reliable one. This session brings together content marketing professionals from agencies, brands and non-profits to discuss content distribution techniques that “get the flywheel turning.”

Panel includes:

  • Gilad de Vries, Vice President, Brands and Agencies, Outbrain
  • Rob Garner, Vice President Strategy, iCrossing
  • Amanda Maksymiw, Content Marketing Manager, Lattice Engines
  • Naaz YarKhan, Director, Content Strategy, IFANCA

 

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