FocusOn:
Content Marketing
A Virtual Event

June 28, 2016

FocusOn Content, Digital Summit’s virtual event, will provide attendees with four information-packed presentations and speaker Q&A on the most pertinent content marketing topics including content marketing strategy, optimizing content for SEO, measuring success, and more.
Featured Speakers
Rich Pearson
SVP Marketing and Categories
Upwork

richard_pearsonRich leads the marketing and categories teams at Upwork. Prior to joining Upwork, he led marketing and business development at Posterous through its acquisition by Twitter, and previously held senior marketing positions at Yahoo!, Attributor, Homestead, Segasoft, and Del Monte Foods.

Jim Bader
Senior Director of SEO
Vertical Measures

jim-baderJim has over 15 years of experience in search engine optimization and eCommerce. He has held a variety of SEO leadership positions with agencies, and has managed successful in-house teams for companies including CVS Health and Choice Hotels International. Jim is data driven and can often be found digging into web analytics to analyze performance. He is passionate about leading high performing teams, and staying in step with search engine changes.

Ashley Sasnett
VP of Digital, Social, and Mobile
MSLGROUP

ashley_sasnettAshley Sasnett recently joined the MSLGROUP as the VP of Digital, Social, and Mobile. Previously, she was the VP of Social Media Strategy for SunTrust Bank. Ashley drove the social media presence, content, and messaging for the bank during its strategic realignment. She was also responsible for social listening, ideation, content, crisis management, and analytics.

Liz Bedor
Senior Content Marketing Manager
Bluecore

liz-bedorLiz is a senior content marketing manager at technology company, Bluecore. Previously, she worked for content marketing platform, NewsCred, where she consulted with brands on their content marketing strategies. In 2015, Liz co-authored The Content Formula, a guide on how to calculate content marketing ROI, with marketing influencer, Michael Brenner.

Agenda: Content Marketing
Tues, Jun 28 | 12:00pm ET – 12:45pm ET
Marketing Rewired: Developing a Fool-Proof Content Strategy that Drives Bottom-Line Results

Rich Pearson
SVP Marketing and Categories, Upwork

Traditional marketing has been flipped on its head. Marketers know that today’s customers are much more savvy. They no longer listen to bullhorns and are skeptical of being oversold. Marketers know they must be successful in creating and distributing solid content that creates dialogue. Yet only 4 in 10 marketers have a documented content marketing strategy in place. As content marketing continues to grow, how can marketers create a winning strategy that turns into business results? At the end of this session, you will be able to:

  • Understand where most content marketers go wrong in content development
  • Develop a winning content marketing game plan
  • Create, develop and distribute results-driven content
Tues, June 28 | 1:00pm ET – 1:45pm ET
How Brands Use Video Content To Tell Stories and Build A Retargeting Pool

Ashley Sasnett
VP of Digital, Social, and Mobile, MSLGROUP

Video has long been a strong content medium for storytelling. Typically, video served to drive brand awareness and consideration so the tactics employed, and the metrics used to measure success, were wrapped up in those goals. There’s more to video than meets the eye however- it can be used for retargeting. And considering how well video performs on both Facebook and the wider web, it should be considered as a tool for building a robust retargeting pool.

After this session you’ll be able to:

  • Rethink how you use video in your media mix
  • View the role of video in a more longitudinal fashion
  • Bring new content ideas to your digital ad team
  • Talk to your analytics team about content, conversions, and ROI
Tues, Jun 28 | 2:00pm ET – 2:45pm ET
Capture Search Engine Real Estate With Optimized Content

Jim Bader
Senior Director of SEO, Vertical Measures

Important Fact: 93% of all buyers, online or in stores, use search engines prior to making a purchase, and 86% of searchers conduct non-branded queries. People want useful information and they want to find it fast. In order to take advantage of this with your website, you need to understand how content marketing optimization works and what falls flat. This is not a “build it and they will come” environment. At the end of this session, you will be able to:

  • List common optimization mistakes
  • Create and optimize the content your prospects are looking for
  • Understand the best types of content to create for search engines
  • Protect yourself against changes in the future
Tues, June 28 | 3:00pm ET – 3:45pm ET
Measuring Your Content Marketing Program

Liz Bedor
Senior Content Marketing Manager
Bluecore

Although content has been deemed the next big thing in marketing, many marketers find themselves creating content with no idea of how to measure its impact. This session will show you how to create a measurement framework from which you will be able to document and measure the performance of your content marketing program. At the end of this session you’ll be able to:

  • Define the content marketing business case
  • Identify content marketing KPIs
  • Know where to track content marketing KPIs
  • Report and record your results
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