Next Level B2B Content Marketing @ New York Life

This event is over.
When
Begins:Tuesday, November 27, 2018 at 8:15am
Ends:Tuesday, November 27, 2018 at 2:30pm
Where

NY Life
51 Madison Avenue
New York, NY 10010

Agenda
Tuesday, November 27, 2018
8:15am  

Breakfast

9:00am  

Opening Remarks

Natan Cohen

Corporate Vice President, Agent Marketing Program

New York Life

9:10am  

New York Life: Open for Business

Learn how marketing invigorated a 173 year old practice by building a program designed with the Small Business Owners’ needs at the center. If you’re an SMB marketer, you’ll want to hear this.

Kaitlin Hespos

Retirement Marketing Director

New York Life

9:55am  

Turn Your Content into a Competitive Advantage

Get ready for a master class in content marketing with Colleen Jones, author of The Content Advantage (Clout 2.0) and the head of content at MailChimp. Content is critical to marketing campaigns, customer experience, technical support, and more. But are you treating content as merely a cost? Or are you turning it into a competitive advantage? In this session, learn

  • Why big companies don't necessarily do content better
  • What a content vision is and why it's the top content success factor
  • A content strategy framework based on 5 key questions
  • A model and self-assessment for content operations maturity

Along the way, see examples from companies ranging from a spinning studio to Netflix.

Colleen Jones

Head of Content

MailChimp

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10:40am  

Networking Coffee Break

11:05am  

The Winning Formula for Effective Integration of SEO and Content Marketing

Hear about the path that the Epsom Salt Council took to create an SEO-centered content marketing program that effectively drove not only online traffic, but offline sales. You will hear firsthand how the Council worked with Mower’s SEO and public relations teams to implement a content marketing strategy that continuously feeds its B2B customer base by driving up derived demand from the B2C audience. You’ll leave with a step-by-step formula on how to more effectively integrate SEO into your content marketing efforts and achieve similar results.

Mary Owusu

Vice President and Director, Digital Strategy & Analytics

Mower

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11:55am  

Lunch

12:55pm  

How B2 Award Winner PwC Keeps Digital Real, Relevant, and Actionable

More than 10 years ago, PwC set out to assess how businesses view, invest in, and adopt digital by launching its Digital IQ program. Back then, “digital” was just another name for “IT.” But today, "digital" is everything. Learn how PwC reinvented its award-winning program to lead in the evolving digital world, and how they broke the mold to generate fresh insights from more than 2,200 executives across 53 countries through an integrated marketing program, fueled by the sales force.

Matthew Lieberman

Marketing Leader

PwC US

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1:40pm  

AI-Powered Content Optimization: The Journey to Higher Engagement

Want to turn more visitors into loyal customers? Then step into the future of content marketing: artificial intelligence. Find out how AI-powered analytics drives greater user engagement. Understand if your content is resonating, how different touchpoints combine to boost engagement or abandonment, and what channels and content types are best at driving your visitors along the customer journey.

Brian Donnelly

Product Marketing, Watson Customer Experience Analytics

IBM

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2:30pm  

Conference Adjournment

  • GES
  • gyro:
  • EMA