ANA Content Marketing @ Time Inc. (Members Only Conference)

NETWORKING BREAKFAST & DISCUSSION GROUPS

We are organizing tables at breakfast for attendees to informally discuss their content marketing development. Those who would like to participate should arrive at the start of breakfast. Discussion table facilitators include:

Content Marketing Table 1

Facilitator: Margaret Magnarelli

Managing Editor, Content and Senior Director, Marketing Monster

Content Marketing Table 2

Facilitator: Chris Hercik

SVP, Creative & Content, The Foundry Time Inc.

Content Marketing Table 3

Facilitator: Kristin Fassler

Vice President, Director of Marketing Penguin Random House

MASTERING THE JOURNEY WITH CHASE

Content has been a valuable tool in marketing strategies for many years. At Chase Consumer Bank, we've continued to test and learn new and interesting ways to leverage content experiences in supporting all stages of our customer journey, whether supporting upper funnel brand and consideration, or lower funnel lead-gen content . By working with our content partners, we’re able to utilize original, compelling content as a mechanism of engagement — enabling us to strategically develop a holistic integrated experience for our customers — no matter where they are in their financial journey. This session will share learnings and how marketers can continue to drive business value utilizing content and partnerships.

Karna Crawford

SVP, Head of Marketing Strategy & Digital JPMorgan Chase & Co.

CAMPBELL’S SOUP: FROM MMMM GOOD TO GREAT CONTENT MARKETING

How do you keep the marketing for an almost 150 year old brand fresh? That was the challenge Campbell’s Soup faced a few years back. They were a beloved brand, but, not quite top of mind to the younger generations. To change that perception, they started on a content marketing campaign with recipes utilizing their soups to working with influencers in the food industry to now creating branded content series. In this session, learn why Campbell’s embarked on this journey, how their campaigns and have grown and changed over the years, and lessons learned along the way.

Marci Raible

Vice President, Global Media & Marketing Services Campbell Soup Company

THE MONSTER STRATEGY THAT’S POWERING MONSTER’S CONTENT MARKETING

In this session, Margaret Magnarelli, managing editor for content and senior director of marketing at Monster, will talk about the three-pillared content creation and distribution strategy that has helped the brand to maximize reach, break down departmental silos, and boost conversions 28 percent YOY — all while maintaining the content team’s relative sanity. Attendees will walk away with information and tips on how to build a small-but-effective brand newsroom that can produce a diverse portfolio of content types to hit amplification goals that include SEO, email, earned media, paid media, and social media. 

Margaret Magnarelli

Managing Editor, Content and Senior Director, Marketing Monster

CONTENT MARKETING FOR THE LOYALTY ENTHUSIAST

Less than two years ago, Wyndham Rewards turned the loyalty landscape on its head when it bucked industry trends and unveiled a re-imagined program designed to be the simplest, most generous in its space. Now ranked the #1 hotel rewards program by U.S. News and World Report, learn how Wyndham’s re-vamped digital, social, and traditional marketing efforts helped turn the program into the industry leader it is today, all the while driving increased enrollments, greater program awareness, and higher member engagement. Insights and real-life examples will address audience segmentation, content creation, and engaging customers in a meaningful way.

Valerie Leach

Director, Loyalty Brand Management Wyndham Worldwide Corporation

WORLD SURF LEAGUE: CREATING CONTENT FOR YEAR ROUND TOP OF MIND EVENTS

The World Surf League was founded in 1976 and is the governing body for professional surfers. Dedicated to championing their sport and showcasing the world’s best talent their competitions were often only broadcast on television and at that they found themselves at the mercy of Mother Nature. Realizing how great their team was at telling a story for days and building up the excitement while waiting for the surf to be right for competition – they formed a year round content marketing team. By utilizing content marketing via video, digital, and social as well as great feature and news articles World Surf League found a way to create year round excitement and anticipation for all their events. In this session, learn how they started their content team, create year-round content, and keep the spirit for surf alive.

Tim Greenberg

Chief Community Officer World Surf League