ANA Content Marketing @ Target presented by Pinterest (Members Only Conference)
|Begins:||Wednesday, August 15, 2018 at 8:00am|
|Ends:||Wednesday, August 15, 2018 at 3:00pm|
1000 Nicollet Mall, TPS 226
Minneapolis, MN 55403
Wednesday, August 15, 2018
General Session Begins
TARGET AND PINTEREST: CONTENT MARKETING STORY
As senior director of digital media, search/email/affiliate marketing at Target, Troy Neidermire manages the digital media activation for the beloved Target brand. In this session, he and Andy Holton, the US lead of creative strategy at Pinterest will share Target’s approach to leveraging innovative social media channels such as Pinterest to deliver powerful and relevant content that engages consumers.
Senior Director - Digital Media, Search/Email/Affiliate Marketing
US Lead, Creative Strategy
HOW MAYO CLINIC LEVERAGES ITS HEALTH NEWS ENGINE TO REACH CONSUMERS
Consumers are consuming more content than ever, across multiple channels and media. In order to be truly consumer-oriented, organizations must meet consumers where they are consuming content, instead of expecting consumers to come to them. During this session, learn how Mayo Clinic, a not for profit medical organization with expertise in treating complex and serious healthcare needs, has built an internal news team and engine to develop and distribute daily video, audio and digital content across multiple channels.
Division Chair, Communications
Networking Coffee Break
UNDER THE INFLUENCE
"Under The Influence” takes a look into the rise of influencer marketing, tackling its challenges, examining its unique benefits, and exploring how Progressive has evolved its practice in-house.
Associate Creative Director, Content
APPROACHING CONTENT LIKE A SOCIAL ENTREPRENEUR
In this session, Carlos Abler, Leader of Content Marketing and Strategy at 3M will share how digital disruption has driven non-publishing companies to become publishers (and app developers) to distinguish themselves via content effectiveness and excellence. Learn how this disruption also mandates brands to function more like non-profits, NGOs and Governments to achieve excellence as social entrepreneurs and innovators, in order to identify the relevance required to deliver value-added content that matters.
Leader, Content Marketing and Strategy
ABBVIE: HOW COMPANY CULTURE AND PROCESS LEAD TO WINNING CONTENT IN A REGULATED INDUSTRY
Building a content operation from scratch is a daunting endeavor. A lot of groundwork needs to happen before achieving value, relevance and consistency. And while content is an important pillar in this building journey, culture and process are equally essential pillars. Content is what internal and external audiences see and hopefully engage with; culture is what is necessary to address internally, across the organization, to ensure adoption of content efforts; and process is what keeps a team on track and in full alignment with the company’s business priorities, enabling ongoing insight generation to ensure relevance. The highly regulated nature of biopharmaceuticals and the global reach of multinational companies like AbbVie heavily determine the ultimate goal of AbbVie’s content operation: increasing the company’s valuation and reputation. As one navigates through the challenges of building a solid, sustainable and strategic content operation, the order of the aforementioned three pillars (culture, process and content) matters, and, surprisingly enough, content does not come first.