Content Marketing @ Adobe (Members-Only Conference) presented by Deloitte Digital

This event is over.
When
Begins:Wednesday, September 6, 2017 at 8:15am
Ends:Wednesday, September 6, 2017 at 3:00pm
Where

Adobe
151 S. Almaden Blvd.
San Jose, CA 95110

This event will take place in the Park Conference Room. If you are parking, please park in the Almaden or East Towers.

Agenda
Wednesday, September 6, 2017
9:00am  

General Session

 

ADOBE: AMPLIFYING YOUR VOICE THROUGH CONTENT MARKETING

Your brand’s voice is only as powerful as the message it conveys and how that message is conveyed. Adobe has a powerful content marketing and social influencer strategy, inside and outside the company, that amplifies Adobe’s voice in the technology industry.

Matt Rozen

Director, Brand Publishing

Adobe Systems Inc

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CONTENT IS KING: HOW CMOs CAN HARNESS THE POWER OF CONTENT MARKETING

As consumers seek access to more kinds of information more swiftly than ever before, brand marketers can no longer rely on mass media advertising campaigns to deliver both brand awareness and product and service utility. To better understand the current state of content marketing, Deloitte Digital performed quantitative and qualitative analysis and identified four key processes that are guiding CMOs and marketing leaders as they define, design, and execute successful content marketing programs.

Barbara Venneman

Principal

Deloitte Consulting LLP

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10:40am  

Networking Coffee Break

11:10am  

BRINGING "BRAND" BACK INTO BRANDED CONTENT

Consumers expect more than ever before from brands they interact with. The proliferation of content has eroded authenticity, originality, and ultimately, marketing effectiveness. Bringing value back to content has a lot to do with bringing the brand back into it - making branded content an integral part of the company’s purpose and reason to exist rather than a disparate marketing tactic. This session offers simple frameworks and principles for unlocking meaningful shared value for both the brand and its audience through content. Topics covered include: how to authentically connect your content to your brand and business; how to create shared value between your brand and your "tribe" through passion-points; and what principles you need to adopt in order to create meaningful content.

Orit Peleg

Director of Brand Planning

Eleven, Inc.

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11:55am  

Luncheon

12:55pm  

WESTERN UNION: DATA-DRIVEN STORYTELLERS

From family recipes to movies, late-night TV, and comic books, Western Union has produced an exceptional range of content marketing. By understanding and indexing its consumers’ passions, Western Union makes strategic decisions on the types of content they want to produce. And the strategy has paid off for them!

Nidhi Gupta

Director, Marketing – Digital Partnerships

Western Union

 

EXTENDING YOUR BRAND THROUGH SOCIAL VIDEO AND PODCASTS

We live in an age of information overload, and standing out is harder than ever. By optimizing video for social media platforms and creating podcasts, there is an opportunity to extend a brand's reach while being engaging to targeted consumers.   We'll see how Franklin Templeton Investments is executing on these platforms.

Lee Rosenthal

Head of Video and Multimedia Content, Digital Marketing

Franklin Templeton Investments

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