Agenda

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Wednesday, March 25

6:30 PM
Welcome Cocktail Reception

Thursday, March 26

7:30 AM
Registration Opens
8:00 AM
Breakfast
9:00 AM
Keynote
9:30 AM
What’s the difference between a content strategy and a content marketing strategy? Like it or not, you’re all media companies now, and while the mindset of publishing content is very different to the mindset of a marketer promoting content, these two strategies are not mutually exclusive (as any good media company knows). Brands today need to develop marketing goals at the front end that help them be both marketer and publisher. They also need to choose the right distribution channels and partners that fit their budget. Among other things, this panel will examine: determining when to build, buy or borrow based on your budget and goals; understanding regulation, accountability and the real-time nature of publishing; and determining when and to what extent you should lean on your ad agencies for support with all of the above.
10:15 AM

So you’ve developed a piece of content—in you’re opinion, really good content—, but now you’ve got to get it seen. Your owned media is firing on all cylinders, but you know that you also need distribution partners. But why is choosing the right partners like choosing between different peanut butter brands at the supermarket? Isn’t it all made from peanuts—what’s really the difference here? The truth is, choosing the right distribution partners and channels is absolutely critical to your content marketing strategy; this panel will teach you how to evaluate the market properly and align prospective partners to your goals. 

10:45 AM
Presentation: Drawing a Line in the Sand: Regulation and Content Marketing
Presenter
Vejay G. Lalla, Partner, Entertainment, Advertising, and Promotions Group, Davis & Gilbert LLP
11:15 AM
Presentation
11:45 AM
Roundtables
12:45 PM
Lunch
2:00 PM
Afternoon Activities
7:00 PM
Cocktail Party
8:00 PM
Dinner Reception

Friday, March 27

7:30 AM
Registration Opens
8:00 AM
Breakfast
8:45 AM
Welcome Back
9:00 AM
Keynote
9:30 AM

Unfortunately, balancing paid, owned and earned media is not as simple as—to borrow a phrase from infomercial giant Ron Popeil—“Set it and forget it.” Indeed, executing your POE strategy is a multi-layered, constant nurturing process, involving tons of data that needs constant interpreting and deciphering, as well as the resources to keep the wheels spinning. As you decide whether to manage your POE strategy in-house or outsource these social listening tools to partner agencies, big questions arise about data, ownership and interpretation, staffing and management; this panel will help you understand how to keep those wheels greased. 

10:15 AM
Presentation
10:45 AM

How’s your content marketing tool belt? Is it robust enough to handle all your partners and the varying data points generated by their respective platforms? Welcome to the intersection of content, content marketing and social media. Devising a coherent content marketing strategy is by itself hard enough for many marketers to wrap their head around, but what about stringing together the loose confederation of listening tools, engagement platforms, curation models, distribution options, and measurement, analytics and reporting tools? That’s another story altogether. This panel of marketers and agency experts will discuss how they are organizing their content strategies. 

11:15 AM
Presentation
11:45 AM
Roundtables
12:45 PM
Lunch
2:00 PM
Afternoon Activities
7:00 PM
Cocktail Party
8:00 PM
Dinner Reception

Saturday, March 28

7:30 AM
Registration Opens
8:00 AM
Breakfast
9:00 AM
Keynote
9:30 AM

Have we arrived at Native 2.0? If Native 1.0 was about recognizing paid media as the new content distribution, then 2.0 should have all the hallmarks of a maturing marketing channel: understanding how to choose the right partners based on business goals, assessing success metrics for native programs and understanding how to achieve scale at the expense of targeting and visa versa. How does native work in tandem with other marketing deployments like search, social and mobile? 

10:00 AM
Roundtables
10:15 AM

Sure, pre-rolls still dominate video spending but if upstarts like Instagram and Vine have their way, brands will soon shift their focus from repurposed creative to creating short-form video content with a view toward engaging younger audiences. Should content be top of mind with respect to a brand’s video strategy today? Meanwhile, questions about success metrics and ROI pervade…

11:45 AM
Conference Concludes