The Five Things Buyers Want to Learn from Your Content

Speakers:
Adele Revella, President, Buyer Persona Institute, Inc.
Maribeth Ross, Vice President, Marketing, NetProspex

Are you relying on the MSU (Making Stuff Up) method of content marketing? We've talked to buyers like yours and they say that your content isn't answering their key questions. Before you ever sit down to write, shoot a video, or design an infographic, you need to gather five critical insights about your buyers. By interviewing real buyers and uncovering their perspective, you'll be able to mold your message into content that appeals to buyers and compels them to consider your solution.

You will learn:

• Five critical insights about your buyers
• Three rules of buyer-driven content marketing
• Tips for securing interviews with buyers—even if sales doesn't want you to talk to their customers
• Seven techniques for conducting buyer interviews to draw out valuable competitive insights

Keynote Presentation: Pics to Clicks: Social Media's Visual Revolution

Speakers:
Ann Handley, Chief Content Officer, MarketingProfs
Nick Westergaard, Founder/Chief Brand Strategist, Brand Driven Digital
Mike Hayes, Assistant Digital Marketing Manager, Ben & Jerry's

As social media continues to evolve and storytelling is increasingly part of marketing, one thing is coming clearly into focus: brands are becoming more visual. From emerging image-driven networks like Pinterest and Instagram to more compelling visual updates to venerable platforms like Facebook, Google+ and LinkedIn, it's clear that those businesses that aren't ready for this visual revolution will get left behind.

What does this mean? And how can you prepare your brand to leverage the power of visual content like photos, slides, infographics, cartoons, and more? Join this interactive discussion with perspectives on visual content from B2C and B2B brands.

You will learn:

• How is visual content redefining social media marketing for brands of all shapes and sizes?
• What kinds of content work best for telling a visual story that packs a punch?
• How can inherently boring organizations (we're looking at you, B2B!) create compelling visual content?

The Chameleon's Guide to Standout Content

Speaker:
Tamsen Webster, SVP of Content Activation & Digital Strategy, Allen & Gerritsen

If everyone is now a content marketer (and it seems like everyone, and every brand, is!), how can you make your content stand out from the crowd? Even more importantly, how can you make your content stand out while still serving your brand and your business objectives? This session will give you the simple, though sometimes surprising, answers.

You will learn:

• What content can, and can't, do for you and your brand
• What you need to add to, and take out of, your content marketing strategies to be successful
• How to adopt the chameleon approach as your content guide