Publisher:
Client:
Circulation:
Audience:

The Path to the Future
Conference Agenda

Monday, March 13, 2017

8:30am Breakfast and Registration

9:00am Opening Keynote

SPEAKER:
Tina Prause, Business Evangelist, Global Partners, Microsoft

9:45am Survey Results - Brands and Content Marketing Innovation

Members of The Content Council Brand Advisory board come together to talk about the state of the industry, recent survey results and content marketing innovation.

MODERATOR:
Andy Seibert, Managing Partner, Imprint

SPEAKERS:
John von Brachel, SVP, Content Marketing Executive, Bank of America
Alexa Christon, Head of Media Innovation, GE
Theresa DiMasi, VP, Head of Content / Editor-in-Chief, Weight Watchers International, Inc.
Beth Tomkiw, Chief Content Officer, Manifest
Natalie Widdowson, Head of Content Marketing, Individual Investors, T. Rowe Price

10:30am Break

10:50am Chatbots: The Ultimate in Personalized Content Delivery

What if you could serve the exact content precisely when it’s needed most every time? What if you could easily give your customers information that they request on the spot without human intervention? Enter chatbots – artificially intelligent computer programs that are able to converse through audio and text. They can distribute content, deliver easy to read messages right on point, and feed personalized information. You don’t need a connection to interact with chatbots and most messages are read within minutes, which is why they are all the rage these days. In this panel, we’ll talk about why this hot tech is taking off, what resources you might need to start a program, and how to develop a chatbot strategy that keeps the human touch.

MODERATOR:
Max Willens, Reporter, Digiday

SPEAKERS:
Christian Brucculeri, CEO, Snaps
Robert Hoffer, Serial Entrepreneur and Inventor
Daniel Ilkovich, Founder + CEO, Dexter
Ankeet Patel, VP of Technology, Northstar Travel Group

11:35am Influencers: Where is This Relationship Going?

Influencers continue to be an important distribution network for brands and content marketers. And while they haven't jumped the shark yet, marketers have to be strategic about how they play in the marketing mix because simply inserting a social media darling into a brand’s content doesn’t always manifest into an instant win. What are the most important do's and don'ts of influencer marketing? How can you create a win for both parties without alienating the valuable audience that you're trying to reach? In this dynamic panel, we’ll hear from an agent, a brand executive and a bona fide Internet star about what makes for truly engaging and successful influencer content, and how to determine which relationships yield the greatest results.

MODERATOR:
Randi Liodice, Chief Strategy Officer, Kaplow Communications

SPEAKERS:
Alexa Christon, Head of Media Innovation, GE
Rae Gullapalli, VP of Client Partnerships, StyleHaul
Brooke Hagel, Illustrator and Social Media Influencer
Jessica Ann Kirby, Social Media Influencer

12:20pm The Numbers Behind the Words: Capitalizing on Content Data

In the world of content marketing, it’s easy to get caught up in counting clicks and conversions because let’s face it, that’s how marketers tend to be measured. But the audience intelligence data left in the wake of those clicks and conversions can teach you (and your business) invaluable lessons about your customers that can impact decisions made around the entire organization. In this session, we tap into content marketing experts who are mining content consumption and social engagement data to help the entire organization make better decisions, launch new-and-improved products and sometimes even shift their model altogether. Learn how brands are leveraging audience insight to improve the businesses they represent in unexpected ways - hey, it might get your CFO a bit more excited about funding that content marketing budget line…

MODERATOR:
Jacquie Loch, Vice President & Group Publisher, St. Joseph Communications Media Group

SPEAKERS:
Bryan DeLuca, Senior Director of Audience Development, IEEE
Erin Fogerty, Senior Customer Success Manager, Affinio
Matt Herr, Director, Multi-Channel Content, Northwell Health

12:55pm Lunch

1:50pm Big Thinking Small: Disrupt Yourself Before Someone Else Does

Innovation isn’t easy no matter the size of your organization. Conventional wisdom says that the big companies have the money and the littler ones have the gumption. So, how can any brand look to the future and disrupt itself before someone else does? We’ll ask a major player and an upstart how to use technology and smarts to pave a path to success.

MODERATOR:
Andy Seibert, Managing Partner, Imprint

SPEAKER:
Radhika Duggal, Vice President, Marketing, CommonBond
Susan Hilt-Lagos, Vice President Content and Employment Marketing, Ameriprise Financial

2:35pm Now, Next or Never: Taking Bets on Content's Shiny New Objects

It’s fun to get carried away imagining what the future of content might look like - especially if you’re looking at it through VR-colored glasses - but that doesn’t always help with your marketing strategy today. Some technologies actually end up being disruptive, and some just end up disrupting your focus. In this session we ask our panelists a rapid fire series of questions about the latest, greatest, and sometimes groan-inducing shiniest objects popping up across the marketing landscape. Think: AR/VR, the connected car, drone video, voice-driven interfaces, digital goods, and more.

MODERATOR:
Andrew Hanelly, Partner & Creative Director, Revmade

SPEAKERS:
David Beebe, VP Global Creative + Content Marketing, Marriott
Roman Nicholas, Marketing IT Analyst Americas, Campbell Soup Company
Ryan Petersen, Senior Manager, Content Marketing, CDW
Kirti Srikant, VP, Head of Brand & Advertising, OppenheimerFunds

3:20pm Break

3:40pm Taking Chances on the New

Technology drives the innovation THEN consumers and marketers invent what is actually possible. Such is the case with virtual reality, which allows for total immersion, and augmented reality, which takes what's actually around you and makes it better. Both present incredible opportunities from the chance to showcase products, train and educate teams, or to simply entertain. We'll look at the pros and the cons of reality-bending tech for marketers big and small and see how they've made a difference.

MODERATOR:
Lori Greene, Founder, LPG Enterprises

SPEAKERS:
David Beebe, VP Global Creative + Content Marketing, Marriott
Alana Kalin, Senior Brand Partner, Blippar
Meg Miller, Producer, Framestore
Todd Richards, VP, Digital Sales Strategy, Discovery Communications

4:15pm Closing Keynote

SPEAKER:
Mary Healy, Global Lead, YouTube Brand Partner, YouTube

4:55pm Closing Remarks

5:00pm Cocktail Reception