An Interactive Online Boot CampSeptember 8 - September 12, 2014

Agenda

Join the sessions live Monday through Friday at 2pm ET or catch the recordings in the archives. Every day you'll hear from two speakers who will address a specific aspect of content marketing. Check back soon for the full agenda.Contact us with any questions.



Day 1: Monday, September 8, 2014

2:00 pm - 2:45 pm Content Marketing: An Overview2014 was the year of the buzzword content marketing, and we've been inundated with reasons for why we should use it. But what is it really and how does it work? Do all brands have to act as media now? Is media as a service the way toward relationship building and sales? How does this all differ if I'm a consumer product good or a tech B2B service?In this webcast, join Geoffrey Colon, Group Marketing Manager of Social Media at Microsoft Bing Ads, for a discussion on setting up a content marketing strategy, key performance indicators and execution timelines and tables to make content marketing work for your organization. Learn about the emotional factors of "social by design" that indicate what people will share, when and why, will will ultimate help you to build your brand, product or service.
  • Geoffrey Colon Group Marketing Manager, Social Media
    Bing Ads
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2:45 pm - 3:30 pm How to Execute a Successful Content Marketing Plan Now that you have a basic understand of what content marketing is and why it's important to your brand, you're faced with the dreaded task of planning. You might be asking yourself questions like "What elements go into a successful marketing campaign? When and how should I begin creating content? Do I need an editorial calendar? How should I coordinate all these moving pieces?" Creating and executing a content marketing plan comes down to research, goal setting, and measurement -- and defining the type of content you need to successfully engage with your target audience. In this session, join experienced content strategist and marketer Hannah Simon as she outlines the best practices for each step of your content marketing plan.
  • Hannah Simon Content Marketer,
    Fastly
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Day 2: Tuesday, September 9, 2014

2:00 pm - 2:45 pm Content Creation: How Will You Create Content The web is hungry for content. And as new channels and venues proliferate across the web, content creation is about a lot more than sitting down with a blank page and a pencil. In this session, join Amanda McCormick as she discusses the four critical strategies for creating content that supports a business objectives. This encompasses content creation, content curation, repurposed content, and co-created content. You'll leave this session with an enhanced understanding of the universe of content creation in the digital space, including key strategies that will help you create more valuable content in a minimum amount of time.
  • Amanda McCormick Content Marketing Strategist
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2:45 pm - 3:30 pm The Art Of Storytelling: How To Discover Your Truth And Translating It To Your Audience As social media continues on its ever-evolving journey, audiences are beginning to adapt to the understanding that conversations fuel culture. The best content creators and digital pioneers have an editorial eye to match both a vision and intention for where they want to take their audience. Yet, much like any art form, authenticity is what prevails. Every story has a beginning, middle and ending that explore and unveil various truths about who you are and what you stand for. Whether fact or fiction, being relatable is what connects. As a result, every element of digital media – from social, editorial, and video must reflect a simple formula in order to achieve maximum impact. In this session, Julian Mitchell, Creative Director at Quantasy, will discuss the tools and tactics needed to identify what’s true, while developing the proper approach to effectively translating it. You'll hone in on the truth for your brand or business, why you're telling your story, and where you want to take people with your message. Know your platforms, learn how to give tangible life to your stories and achieve the goals- i.e. your bottom line- of your messaging.
  • Julian Mitchell Creative Director,
    Quantasy
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Day 3: Wednesday, September 10, 2014

2:00 pm - 2:45 pm Content Distribution Now that you've made content how do you allow for it to be seen? To be shared? It's not enough to simply produce content. The best content marketers place emphasis on quality over quantity and distribution to the right market segments. In this session, Geoffrey Colon, Group Marketing Manager of Social Media at Microsoft Bing Ads, will discuss how to put together a content distribution plan, what forms of content work best on particular platforms and how influencers and third-parties help tip content to your desired audience who in turn, help to tip it to even more individuals. We'll look at case studies of content that experts have noted as "viral" when in actuality they were planned to be shared and discussed for the purpose of creating mass awareness.
  • Geoffrey Colon Group Marketing Manager, Social Media
    Bing Ads
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2:45 pm - 3:30 pm How to Develop a Winning Content Optimization Strategy A winning strategy can drive engagement, awareness and traffic. In this webcast, Jayne Bussman-Wise, Senior Director of Digital, Social Media, PR & Content at LeadDog Marketing Group, will take a look at how organizations are optimizing their content on social media and what tactics are most successful. We’ll discuss the various social media platforms and the types of content that perform best on them.
  • Jayne Bussman-Wise Senior Digital Director,
    LeadDog Marketing
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Day 4: Thursday, September 11, 2014

2:00 pm - 2:45 pm Targeting and Audience Segmentation You've learned so far about creating, optimizing, and distributing your content. But who is that content for? In this session, led by Simone Schuurer-Janes, Social Media Marketing Manager at Microsoft Bing Ads, you'll take a step back and think about who you want to create content for. In order for your content marketing to have a high impact it needs to be tailored to your audience but you are likely to discover that your audience consists of sub-groups with very different needs. Hear about different ways to start pinpointing of what segments your own audience exists and get ideas about how you can target these segments with your content.
  • Simone Schuurer-Janes Social Media Marketing Manager,
    Bing Ads
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2:45 pm- 3:30 pm Targeting and Audience Segmentation: Part 2 Social media has forever changed the way in which consumers send and receive marketing messages. Marketers now stray from a blanketed messaging approach, to a more personal one-to-one relationship via social. Dana Griffin, CMO of Attention, will discuss the elements of successfully identifying your audience in social media, segmenting it by affinity and targeting it with the right content. She will cover audience misconceptions and analyzing social behaviors to identify new segments and targets with a goal of reaching the consumer in a personal, hyper-targeted way.
  • Dana Griffin Chief Marketing Officer,
    Attention
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Day 5: Friday, September 12, 2014

2:00 pm - 3:00 pm Why You Should Ignore Vanity Metrics in Content Marketing Numbers that indicate growth can be an easy pat on the back, but in content marketing they aren't always the most accurate metrics of success. In order to truly know if your content marketing strategy is achieving your content goals or not, it's best not to get caught up in a web of these vanity metrics. In this session, join Sunil Rajaraman, Founder and CEO of Scripted.com, to learn more about how to steer clear of unimportant metrics and redirect your focus to the important ones. After this presentation, you'll leave the class with a clear understanding of how to measure your content's success in content marketing.
  • Sunil Rajaraman Founder and CEO
    Scripted.com
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2:45 pm - 3:30 pm The Future of Content Marketing This webcast will address what's next for content marketing, and how savvy marketers can stay ahead of the trends. You'll gain an understanding of how content marketing will change in the future, including how it will become more personalized and how your content marketing strategies must change for mobile platforms.
  • Janet Balis CRO and Partner,
    Betaworks
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