Content Marketing @ Second City

Paul Robinson

Director, Brand Activation ANA

REIMAGINING THE CONTENT MARKETING CREATIVE BRIEF

Marketing – and Content Marketing - has changed (just ask the algorithms and gen Zers). It's time for the creative briefing process to change along with it. For decades, Second City Works has used improvisation to help clients originate ideas for Super Bowl ads, invent new products and concept Content Marketing stories and messages. In doing so, we've seen how applied improvisation can avoid games of telephone, prevent fauxllaboration, and worse yet, arguments about agreeing. In this fun, playful interactive workshop, we'll share some ideas for getting on the same page and generating better ideas faster for your Content Marketing.

Anneliese Toft

Director/Designer Second City

TAKE A CHANCE: FUTURE-FOCUSED TRENDS TO BREAK THROUGH THE NOISE

In an increasingly crowded landscape, brands have no chance of standing out if they don't take a courageous approach to creating great content. In this workshop, you'll learn the keys to getting out of your own way and discover the rising trends you can capitalize on right now to cut through the clutter. Some of the areas that will be covered include: 4 reasons most marketers aren't making great content + 4 lessons for how to overcome those obstacles and 3 steps you can take today to become a content leader tomorrow.

Carrie Kerpen

CEO, Likeable Host, "All the Social Ladies" Podcast

PUNCHING ABOVE YOUR WEIGHT: USING 'WEIRDLY AWESOME' CONTENT TO DISTORT BRAND SHARE OF VOICE

How Trolli leveraged content marketing to establish its ‘weirdly awesome’ brand identity, successfully breaking through a cluttered competitive environment and achieving 4X non-chocolate category growth from 2014-2018.

Annie Meyer

Brand Director, Trolli & SweeTARTS Ferrara Candy Company

100 YEARS OF HOSPITALITY: HILTON’S TALE OF GLOBAL IMPACT, TRIUMPHS & FUTURE TOLD WITH HUMAN STORIES

As Hilton celebrates its 100th year as a leader in global hospitality, the company is employing a communications content strategy centered not just around their 5,600 properties in 113 countries and territories, but around people – the travelers, the employees, and the people of the communities in which they operate. Hear from Lou Dubois, Director of Content, Global Brand Communications, on Hilton’s successes and lessons learned in using human-centric storytelling, a historic past, and your biggest brand advocates – your employees – to tell stories that transcend borders, languages and cultures.

Lou Dubois

Director of Content Marketing Hilton

MAKING YOUR CONTENT HUB WORK FOR YOU

Are you considering launching a content hub, but unsure whether to pursue brand-driven thought leadership or acquisition-driven SEO as your goal? Don't worry: you actually don't need to choose.

Learn the best way to craft your content hub's multi-pronged strategy, so that you can sail through internal approvals and best serve your target audience(s). Expect to take home proven tips for driving consumer trust via content as well as techniques for attracting the right customers through smart SEO keywords and personas.

Alissa Green

Former Head, Content Marketing Great Wolf Resorts

LET ME TELL YOU A STORY...

Content marketing is a buzz word that like it's other brethren buzz words (Big Data, Trend Spotters, Brand Evangelists...), mean everything and nothing at the same time.  The reality is that content marketing is one of the oldest marketing strategies and tactics ever created.  Stories have been told to people well before any screen was invented.  From hieroglyphics to YouTube, the simplicity of a good story well told is what sets content apart from boring to interesting.

Victor Lee

Chief Marketing Officer RXBAR