Connecting the dots: The toolkit of a modern content marketer

Content marketing has grown up. As the age of “sponsored posts” comes to a close and platforms like Facebook continue to make it harder for brands to reach audiences, brands are facing a new host of challenges when it comes to producing and disseminating their content. Join us at the Digiday Content Marketing Summit to discuss how a modern brand evolves its toolkit for the future.

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Speakers

  • Marc Battaglia
    EXECUTIVE CREATIVE director, GLOBAL CREATIVE AND CONTENT MARKETING
    MARRIOTT INTERNATIONAL
  • Nilukshi De Silva
    director OF DIGITAL MARKETING
    URBAN DECAY COSMETICS
  • Karen Hart
    VP OF CREATIVE
    REACH AGENCY
  • Laurin Hicks
    director OF DIGITAL MEDIA
    BENEFIT COSMETICS
  • Toni Jones
    SENIOR MANAGER, DIGITAL MARKETING
    WALGREENS
  • Jen Jordan
    EXECUTIVE PRODUCER, CONTENT
    BABBEL
  • Quinn Kelsey
    PR AND COMMUNICATIONS MANAGER
    CHIPOTLE
  • Belen Pamukoff
    BRAND director, TECATE AND TECATE LIGHT
    HEINEKEN USA
  • Lisa Peyton
    GLOBAL SOCIAL MEDIA & DIGITAL STRATEGIST
    INTEL

Agenda

Monday, August 6

  • 1:30 p.m.
    Registration Desk Opens
  • 2:15 p.m.
    Town Hall

    Brands only.

    Participants will meet to discuss the biggest challenges their organizations are facing, and work together to come up with potential solutions.

  • 2:45 p.m.
    Sandbox Presentations

    These rapid-fire presentations introduce brand participants to tech providers.

  • 3:15 p.m.
    Welcome Remarks & State of the Industry
  • 3:30 p.m.
    Marketing a Modern Beer Brand

    The beer business is historically a male dominated industry, but one international brewery is changing that. In June, Heineken USA announced the first female CEO to lead a major U.S. beer supplier. Heineken USA now counts four female executives in their C-Suite including their Chief Executive, Chief Legal, Chief People and Chief Corporate Relations Officer. Belen Pamukoff, who has worked in the alcohol business since 2002 and more specifically, within Heineken USA since 2007, will discuss the inspiring internal changes happening within the brewer and also what it's like to lead such a masculine brand like their Mexican growth-engine, Tecate.

    • Belen Pamukoff

      BRAND DIRECTOR, TECATE AND TECATE LIGHT

      HEINEKEN USA

  • 4:00 p.m.
    Dialog with NPR
  • 4:15 p.m.
    Creating a Content-Driven Brand

    Content marketing is easy to sell through, harder to make happen. In this session, we’ll hear from a leading content marketer on how it built an internal content marketing newsroom.

  • 4:35 p.m.
    Hiring for the Right Content

    More and more brands are discussing content newsrooms -- fast-paced departments within companies that operate like editorial operations. In this session, we’ll learn how brands hire the right talent for content creation.

  • 4:55 p.m.
    Bringing Content Directly to Your Audience

    Benefit Cosmetics is a beauty brand well known for its quirky and bold social media posts. Laurin Hicks, the Director of Digital Media at Benefit, will walk us through the process of bringing this content directly to their socially native consumer in a very authentic way.

    • Laurin Hicks

      DIRECTOR OF DIGITAL MEDIA

      BENEFIT COSMETICS

  • 5:15 p.m.
    Working Group Meetings

    Attendees will split off into groups focusing on one of three key challenges that brands face. With guidance from group leaders, each group will meet throughout the summit to work together on a presentation that outlines how to solve the challenge at hand. These will be presented at the end of the summit.

  • 5:45 p.m.
    VIP Welcome Reception

    By invitation only.

  • 6:00 p.m.
    8-Minute Meetings

    By invitation only.

    The 8-minute business meetings connect VIP [X] delegates with innovative technology platforms and media companies. They are designed to help your team build valuable new relationships and ultimately, close business deals.

  • 7:00 p.m.
    Cocktail Reception

    Open to all.

  • 8:30 p.m.
    Dinner with Strangers

    Don't have dinner plans? Join fellow attendees for a casual meal at a nearby venue. Sign up at the Summit registration desk. Costs are at your own expense.

  • 9:30 p.m.
    After Hours Hangout

    Join fellow attendees for an after dinner drink. Costs at your own expense.

Tuesday, August 7

  • 8:00 a.m.
    Registration Reopens & Breakfast Served
  • 9:00 a.m.
    Town Hall

    Brands only.

    Participants will meet to discuss the biggest challenges their organizations are facing, and work together to come up with potential solutions.

  • 9:30 a.m.
    Sandbox Presentations

    These rapid-fire presentations introduce brand participants to tech providers.

  • 10:00 a.m.
    Welcome Back
  • 10:05 a.m.
    Content is People: Growing and Motivating a High-performing Content Team

    Whether you are a manager of a content team, an executive who knows content is important, or someone pursuing a career in content, talking about hiring and curating the correct team is so important. Throughout this chat, Jen Jordan, the executive producer of content at Babbel, will walk you through this process -- how to hire the right people and promote creativity.

    • Jen Jordan

      EXECUTIVE PRODUCER, CONTENT

      BABBEL

  • 10:25 a.m.
    How Intel is Driving Clicks

    In this session we will hear from Lisa Peyon, the Global Social and Immersive Media Strategist at intel. She will guide us through Intel’s content heavy social strategy as it positions itself as the future of AI and VR technology.

    • Lisa Peyton

      GLOBAL SOCIAL MEDIA & DIGITAL STRATEGIST

      INTEL

  • 10:45 a.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.

  • 11:05 a.m.
    Sponsored Session
  • 11:15 a.m.
    Coffee Break
  • 11:30 a.m.
    The Platform World

    In the post-Facebook era, disseminating content is getting harder and harder. That means brand have to rethink how they organize internally for content distribution, and find smarter (and resource-light) ways to distribute the content they create. Hear how one brand did it.

  • 11:50 a.m.
    The Future of Video

    Video is projected to claim more than 80 percent of all web traffic by 2019, 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.

  • 12:10 p.m.
    Sponsored Session
  • 12:25 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.

    • Nilukshi De Silva

      DIRECTOR OF DIGITAL MARKETING

      URBAN DECAY COSMETICS

  • 12:45 p.m.
    Lunch Served
  • 2:00 p.m.
    Afternoon Free Time

    This is free time, so spend it as you see fit: catching up on work, relaxing or mingling with new friends. Enjoy the afternoon off and we’ll see you back in the evening.

  • 5:00 p.m.
    Working Group Meetings

    Groups will reconvene to discuss their challenges and with guidance from their group leaders, work to uncover potential solutions.

  • 6:00 p.m.
    8-Minute Meetings

    By invitation only.

    In case you missed any 8-minute meetings, we're offering a make-up session to help your team build new relationships and ultimately, close business deals.

  • 7:00 p.m.
    Cocktail Reception

    Open to all.

  • 8:00 p.m.
    Dinner with Friends

    Join new friends for a casual meal at a local restaurant. Sign up at the summit registration desk. Costs are at your own expense.

  • 9:30 p.m.
    After-Hours Hangout

    Join fellow attendees for an after dinner drink. Costs at your own expense.

Wednesday, August 8

  • 9:30 a.m.
    Welcome Back
  • 9:35 a.m.
    The Real Time Quick Win

    Learn to identify your influencers and audiences online, listen for an opportunity to engage and then activate teams to come up with clever and authentic ways to engage -- especially in a way that conveys your message but also earns more media coverage and social chatter -- all for free.  Hear from Quinn Kelsey of Chipotle as she discusses all of this and more, including how you can leverage the same approach to mitigate potential crisis and how to get organizations to think cross-functionally and not stay so guarded in their traditional lanes.

    • Quinn Kelsey

      PR AND COMMUNICATIONS MANAGER

      CHIPOTLE

  • 9:55 a.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.

  • 10:15 a.m.
    The Future of Video

    Video is projected to claim more than 80 percent of all web traffic by 2019, 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.

  • 10:35 a.m.
    Sponsor Session
  • 10:55 a.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.

  • 11:15 a.m.
    Working Group Reports

    Working group leaders will present their group’s findings after three days of discussion and deliberation.

  • 11:30 a.m.
    5 Things We've Learned

Attendees

Partners

Want to get involved? Check out our sponsorship opportunities and pick the one that's right for you.

I really enjoyed the volume of speakers from diverse industries. I left feeling inspired.

— director, strategic initiatives, Overstock.com

This was my first Digiday event and I can see why my colleagues have been attending over the years. I took a nugget or thought starter out of every presentation and look forward to getting back to the office and applying what I learned.

— digital marketing manager, Stanley Black & Decker

The group of people Digiday brings together for the Content Marketing Summit is incredible, inspiring and insightful. It's exciting to come together as like-minded individuals and work through similar struggles.

— marketing and e-commerce manager, Cleobella

Vail Marriott Mountain Resort
715 W Lionshead Circle
Vail, Colorado 81657

To book your stay at the Vail Marriott Mountain Resort, please use this link. Mention Digiday Content Marketing Summit to receive a special room rate of $199.00 per night, plus tax.

Please Note: the cut-off date for that room rate is July 15 by 12am EST.

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