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Content Marketing World 2012: Content Creation & Optimization Track

Content Marketing World 2012

CONTENT CREATION AND OPTIMIZATION TRACK

Are you a content creator? Stay up-to-date on the Content Creation & Optimization Track at Content Marketing World 2012. Sessions include:

  • Finding the Right Stories for Your Brand
  • How to Create Epic Content that Is True to Your Brand AND Drives Business
  • Your Career Content is More Valuable Than Stocks, Bonds and Real Estate
  • How to Sell Your Content Marketing Investment to the VP of Sales
  • Getting the Choir to Sing: Selling & Developing the Process for Content Marketing INSIDE the Organization
  • Optimize and Socialize for Better Content Marketing – SEO & SMO

Finding the Right Stories for Your Brand

Dan Grantham, Creative Director – Content Development, Campbell-Ewald
@GranthamDan | Campbell Ewald

Where do you go to discover your brand’s stories? Who can tell them? What kind of outreach efforts should you initiate, and how do you ensure that you get the opportunity to tell the stories you need to tell and not just the ones the chairman wants to sell? And how can you sell a bad story by disguising it as something interesting and entertaining? In this session, you’ll learn how some of the best brands in the world find and communicate the right stories for their brand, and how to create processes that work in your organization tomorrow.

How to Create Epic Content that Is True to Your Brand AND Drives Business

Ann Handley, Chief Content Officer, MarketingProfs
@MarketingProfs | MarketingProfs

Don’t we all want to be “Epic”? It’s substantial and it means something. But what does it mean to create “Epic” content? What kind of content really cuts through? The best-known Chief Content Officer in the land, Ann Handley, will share her guidance on developing stories that make sense for your brand AND actually drive results for your business. How’s that for Epic?

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Your Career Content is More Valuable Than Stocks, Bonds and Real Estate

Bernie Borges, CEO, Find and Convert
@berniebay | Find and Convert

What’s your career net worth? In the context of your career, content is your most valuable asset. There is nothing else more influential than content to determine your value to an employer or in your business. In the context of your career, net worth is not a monetary value…rather it is your content. The best path to creating career net worth is through the content you produce – your tangible and intangible content. In this breakout session, Bernie outlines three career content strategies to developing a high career net worth.

How to Sell Your Content Marketing Investment to the VP of Sales

Chris Corcoran, Cofounder and Managing Partner, memoryBlue
@memoryBlueSales | memoryBlue

Mike Sweeney, Managing Partner, Right Source Marketing
@mjsweeney | Right Source Marketing

According to MarketingProfs and the Content Marketing Institute, 66% of B2B Marketers turn to content marketing as a key lead generation source. Lead generation is just the tip of the iceberg—effective content marketing programs should be integrated into the entire revenue generation cycle. Making this level of investment in content marketing requires buy-in from the individuals leading your sales or business development function. Chris Corcoran, Cofounder and Managing Partner of memoryBlue, will outline why content marketing is such a critical contributor to the sales function and how to justify the content marketing investment to your VP of Sales or Chief Revenue Officer.

Getting the Choir to Sing: Selling & Developing the Process for Content Marketing INSIDE the Organization

Robert Rose, Chief Strategist, Content Marketing Institute
@Robert_Rose| Big Blue Moose

Believe it or not, one of the biggest objections and fears of content marketing isn’t about budget, success or even reaching goals. It’s quite simply: “how are we ever going to get people to create this stuff?” 40% of marketers in CMI’s 2012 study said that “producing engaging content” was their biggest challenge. So – what say we solve this once and for all? Let’s spend an hour and talk about best practices in getting our “choir” to sing. Is it Education? Carrots and Sticks? Outsourcing? What are the successful strategies to building an integrated content marketing process that successfully transforms our great people into a high performance media publishing company?

Optimize and Socialize for Better Content Marketing – SEO & SMO

Lee Odden, CEO, TopRank Online Marketing
@leeodden | TopRank Online Marketing

Search, social media and content marketing are converging, and consumers are using numerous ways to discover, consume and act on content. In this session, you’ll learn how to use content marketing best practices to design information that inspires audiences to share, buy and recommend your brand.

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