Content marketing is growing up, quickly. As blindly running sponsored posts becomes the thing of the past and as platforms such as Facebook continue to make it harder for brands to organically reach audiences, brand marketers are facing a host of challenges when it comes to producing and distributing their content. Between working with content studios and running their own content initiatives, brands are in the process of taking back control.

Join us and our partner, The Foundry — the creative heartbeat of Meredith — for an honest discussion on how a modern brand evolves its toolkit to do content marketing for the future. Among the trends we will be discussing include:

  • Metrics: measuring results, consideration and conversion
  • Video and social media: partnerships vs. owned content
  • Platform relationships: working with media companies vs technology companies
  • Organization: in-house, content studios vs. agency creative
  • Influencers: the overlap with content marketing initiatives
  • Brand Safety and data issues: fraud, viewability and what’s being done to fix it
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Speakers

  • Gregory Gittrich
    CHIEF COMMERCIAL OFFICER
    SOULCYCLE
  • Julie Haddon
    SVP, GLOBAL BRAND & CONSUMER MARKETING
    NFL
  • Tiffany Baehman
    CMO
    CRICKET WIRELESS
  • Diane di Costanzo
    VP, EDITORIAL director
    THE FOUNDRY @ MEREDITH
  • Matt Petersen
    SVP
    THE FOUNDRY & STRATEGIC CONTENT @ MEREDITH
  • Lorenzo de Guttadauro
    EVP, GROUP director OF CONTENT
    STARCOM
  • Will Roth
    VP, HEAD OF CONTENT & STRATEGY
    THE FOUNDRY @ MEREDITH
  • Drew Pratt
    GROUP director, BRANDED CONTENT
    HAVAS SPORTS & ENTERTAINMENT
  • Eva Valerio
    director, GLOBAL DIGITAL, SOCIAL AND CRM
    LA MER
  • Charlotte Duleyrie
    VP OF BRAND MARKETING
    DAILY HARVEST

Agenda

Wednesday, June 5

  • 11:30 a.m.
    Lunch, Registration and Challenge Board

    Enjoy a welcome lunch while taking a look at (and contributing to) the trends that we will focus on during the forum on the infamous Digiday Challenge Board.

  • 1:00 p.m.
    Opening Remarks
    • Brian Morrissey

      EDITOR-IN-CHIEF

      DIGIDAY

    • Matt Petersen

      SVP

      THE FOUNDRY & STRATEGIC CONTENT @ MEREDITH

  • 1:20 p.m.
    Using Content to Create Community

    In the post-Facebook era, brands with strong consumer communities are poised to win. Great editorially driven content can be the way to make it happen. Hear how brands are using content as a tool to drive engaged communities.

    • Gregory Gittrich

      CHIEF COMMERCIAL OFFICER

      SOULCYCLE

  • 1:40 p.m.
    The Future of Content ROI

    One of the hardest issues with creating great content as a marketer is ensuring it drives the bottom line. Hear from brands on how they created proprietary metrics and measurement standards to measure the impact of content.

    • Tiffany Baehman

      CMO

      CRICKET WIRELESS

  • 2:00 p.m.
    In & Out

    Digiday has used its collective experience in the industry to chart what's in and what's out in the industry. Now, we bring in and out live to The Foundry stage. Join us as we go through a rapid-fire round of some of the most wired and tired concepts, phrases and trends in content marketing.

    • Lorenzo de Guttadauro

      EVP, GROUP DIRECTOR OF CONTENT

      STARCOM

    • Will Roth

      VP, HEAD OF CONTENT & STRATEGY

      THE FOUNDRY @ MEREDITH

    • Drew Pratt

      GROUP DIRECTOR, BRANDED CONTENT

      HAVAS SPORTS & ENTERTAINMENT

    • Eva Valerio

      DIRECTOR, GLOBAL DIGITAL, SOCIAL AND CRM

      LA MER

  • 2:30 p.m.
    The Future of Video

    Video is projected to claim more than 80 percent of all web traffic by 2020, and video content, when done right, improves how customers think of your brand. In this session, we’ll discuss how to make the most out of video in your marketing, including tips to setting up an in-house video studio.

    • Julie Haddon

      SVP, GLOBAL BRAND & CONSUMER MARKETING

      NFL

  • 2:50 p.m.
    Networking and Coffee Break
  • 3:15 p.m.
    Town Hall

    We've gathered research on key issues around content marketing. In this session, we'll have an honest discussion about those findings.

    • Brian Morrissey

      EDITOR-IN-CHIEF

      DIGIDAY

    • Diane di Costanzo

      VP, EDITORIAL DIRECTOR

      THE FOUNDRY @ MEREDITH

  • 3:45 p.m.
    My Influencers, My Self

    Influencer marketing has grown up: Savvy brands now use a variety of techniques to find the right influencers and create long-term relationships with them — and measure their success more critically. In this session, we’ll discuss what an ideal influencer-brand relationship looks like.

  • 4:05 p.m.
    Wheel of Truth

    We'll have a candid conversation with a content marketing executive on the biggest buzzwords and trends in the industry right now.

    • Brian Morrissey

      EDITOR-IN-CHIEF

      DIGIDAY

  • 4:35 p.m.
    The Real World

    As ways to reach the consumer continue to proliferate and fragment, it’s imperative for marketers to not only use those channels to say what the brand is about, but prove that brand promise in its behavior and actions in the real world. Hear how one content marketer is using real-world activations to make its content marketing sing.

    • Charlotte Duleyrie

      VP OF BRAND MARKETING

      DAILY HARVEST

  • 4:55 p.m.
    Wrap Up and Closing Remarks
    • Brian Morrissey

      EDITOR-IN-CHIEF

      DIGIDAY

  • 5:15 p.m.
    Cocktail Reception

Attendees

Meredith Corp.
225 Liberty Street
New York, NY 10281

Situated just steps from One World Trade, Meredith Corp. is located on the waterfront in Brookfield Place.

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