MAIN CONFERENCE
Thursday, Sept. 28
Opening keynote: Reach new audiences through digital storytelling—and change the way people view your brand
Scale your storytelling to gain resources and secure leadership support
In just two years Cleveland Clinic has grown its content marketing team from three people to 25. You’ll hear how and why this rapid growth occurred and what steps you can take to secure the resources you need to scale your storytelling capabilities.
You’ll learn how to:
- Develop a killer content strategy based on buyer personas and data
- Use data to take your content distribution tactics to a higher level
- Identify what you need in your toolbox to measure storytelling success
- Focus on what metrics and insights to share with your leadership to get the resources you need
- Understand what types of people you need on your team to deliver amazing content everyday
Special keynote: Brand publishing – the good, the bad and the undiscovered content
Networking lunch
Your story is a symphony: Treating each asset as an instrument
The aviation industry is often likened to an orchestra, where every instrument has to be present, pitch perfect, on tempo and in concert with its counterparts. Southwest Airlines treats content the same way, handling every video clip or picture as its own performance and each channel as its own venue, each catering to a different type of music lover.
During this session you’ll learn how to:
- Create content pillars that serve different needs
- Design content for diverse audiences out of the same root asset
- Breathe life into underserved areas of the business
- Learn how to simultaneously boost your reputation and make money
- Translate your data into a figurative sheet of music that others within your organization can play
Give your content more momentum—and measure the impact
Do you feel pressure to deliver more and more content? What if you could focus less on volume and concentrate instead on delivering more of the content that works? By telling a strong story that aligns with your marketing and business goals, you can build a content program that drives momentum and achieves measurable results.
You’ll learn how to:
- Connect elements of your marketing and product strategy to create a compelling narrative
- Create a content plan anchored in strong storytelling
- Repurpose content to get more bang for your buck and win better support for your showcase piece
- Map out a publishing and distribution schedule to build momentum toward a launch moment
- Use analytics to measure the impact of your content and look for areas of optimization
Finding the connective tissue in your brand story
Networking break
Multigenerational storytelling that captures all your audiences
PANEL: Turn your employees into storytellers: How to create a culture of content within your organization
Your best stories come from within your organization, and your best storytellers are your employees. The challenge is how to foster a culture that allows your most passionate brand ambassadors to emerge, thrive and create great content.
During this panel discussion, you will learn how to:
- Identify—and successfully recruit—thought leaders across your organization
- Empower employees to become storytellers and encourage them to surprise you with their stories
- Develop personalities and address cultural concerns about creating “stars”
- Coach employees on writing commentaries and other expert articles
- Build an in-house content team and create a distribution plan for content
- Master new technologies and personalize content for your audience
Networking Cocktail Party, hosted by Coca-Cola Journey
Friday, Sept. 29
Visual storytelling: The great brand equalizer
PANEL: Social media “war rooms”—where they’re heading and how to make your data actionable
Working effectively: How the best brands behave
Closing keynote: Show me: How brilliant brands craft video stories that inspire action
