Sessions at Content Marketing World 2012 on Wednesday 5th September

The godfather of content marketing kicks off Content Marketing World 2012 with a show you simply don’t want to miss.

One of the most sought-after digital speakers in the world, Mitch Joel is President of Twist Image — an award-winning Digital Marketing and Communications agency. His first book, Six Pixels of Separation, named after his successful Blog and Podcast is a business and marketing bestseller. His next book, CTRL ALT DEL, will be coming out in Spring 2013. You don’t want to miss this amazing presentation from one of the world’s best.

In this world-premiere presentation, Drew Davis will introduce you to a new marketing methodology. Borrowing the best ideas from advertising, social media, public relations and content marketing, Drew will show you how to embrace unique content partnerships that drive demand for the products you (or your clients) sell. You’ll leave feeling empowered to shift dollars away from advertising and PR to support more effective content and talent-based initiatives that drive bigger sales and cost less.

How do you create a content strategy and then execute content assets throughout the buying cycle? In this session, Curt will show you how his team at MasterControl has developed a process for content creation, and how that content is found and delivered to prospects and customers. In this session, you’ll learn:

• Where the content marketing strategy starts and getting buy-in
• What types of content works best at different parts of the buying cycle
• The best way to integrate content marketing into the entire marketing strategy

Let’s face it…most blog content is bulls**t. Almost every corporation on the planet continues to create content that is not shared and not helping the business’s overall marketing strategy. In this session, Jason Falls, one of the leading social media experts on the planet, will detail how to give your blog content a higher purpose, that will lead to more shares, more leads, and more business.

The majority of small businesses complain about a lack of resources, time and talent to produce the type of multi-channel content that will make a real impact in the business. Simply put, this is not true. In this session, C.C. Chapman will show you simple ways to set up your content marketing program that will extend the life of your stories, and take your business to the next level.

Just as every B2B company stakes a claim to a market position, each of them has a story to share. The challenge is in figuring out how to share that story in a way that aligns with the needs and priorities of prospects and customers. But, it’s not just sharing the story, it’s about making it so compelling that it elevates perceptions of value and urgency resulting in more qualified leads and faster purchasing momentum.

B2B marketers are facing a business environment with an increasingly complex mix of channels and skills needed to create a content and eMarketing strategy that, when executed well, results in quantifiable proof to downstream revenues.

In this session, attendees will learn:

• How to apply company positioning to create stories buyers want to hear
• What business storytelling means in a B2B context
• How stories drive pipeline momentum through buyer interactions
• How to tell a consistent, relevant and engaging story across channels– social media, email, web
• Examples and analysis of B2B companies that apply positioning to storytelling

According to Cisco Systems, over 80% of the total engagement time on the web will be video by 2013. This means that we have to start taking our video strategy seriously. Todd Wheatland will show step-by-step, how Kelly Services is integrating video into their overall content marketing strategy, and what it takes to create, distribute and measure video for maximum impact.

According to Cisco Systems, over 80% of the total engagement time on the web will be video by 2013. This means that we have to start taking our video strategy seriously. Todd Wheatland will show step-by-step, how Kelly Services is integrating video into their overall content marketing strategy, and what it takes to create, distribute and measure video for maximum impact.

You tell your story best, right? Not always. Your existing clients and customers can often provide inspiration for your most powerful content and story ideas. That is, if you let them. This session will help you discover compelling and engaging new content that literally speaks the language of your best customers. See real-life examples of customer-inspired content, how they evolved and how to weave similar storytelling techniques into your own organization’s content marketing.

Key takeaways for participants:

• Learn why customer stories should be a continuous priority on your editorial calendar
• How to identify and adopt multiple forms of customer-inspired content
• Learn the top techniques for creating customer stories that leave readers saying, “tell me more!”
• How to get the most “mileage” from every customer interview
• How to help your customers “open up” to tell their stories in meaningful ways
• How to create internal systems and processes for sharing interviews with multiple content producers and planners
• Learn from real-life examples of customer-inspired content, how it was organized and the processes used

Are you seeking a proven path to grow your business? Do you want to know how social media could build you a more profitable business? During this high-energy session, Michael Stelzner (founder of one of the world’s largest blogs – Social Media Examiner) will share the strategy he used to attract more than 550,000 monthly readers and generate millions in revenue – all in less than two years. You’ll walk away with a new and exciting way to rapidly build a following that will fuel your business growth for years to come.

Trying to figure out how to put your content marketing efforts into high gear? Well, worry no more. In this fast-paced, interactive presentation, you’ll see the content machineʼs four critical parts and see them in action with helpful case studies.

Attendees will learn how to:

• Design a machine with four critical parts: resources, process, points and timing
• Listen to their customers to learn what they are looking for
• Identify what types of content can help acquire, convert and retain customers
• Pinpoint mechanics of how content will flow into, through and out of machine
• Identify best points of distribution for their content
• Learn how to localize content for audiences around the world

Back by popular demand! While you enjoy your luncheon experience, listen to six, five-minute segments covering the most compelling content marketing technology on the planet.

Healthcare and financial content marketers continue to face additional pressures on their content due to ongoing legal, as well as internal cultural battles. In this session, you’ll hear what some of the leading financial and healthcare content experts are doing to combat these issues, and to create digital content marketing strategies that drive real results for the business.

Copyblogger.com is perhaps the greatest example on the planet of a small business using content marketing to grow a multi-million dollar business. In this session, you’ll hear directly from both Brian and Sonia how they did it, including content types, frequency, social sharing, repurposing, influencer strategies, product integrations and more. If you are a small business, don’t miss this session.

In today’s marketing climate, we are expecting to do more with less as a marketing organization. This is true for even billion dollar companies like Sybase. In this session, Sybase Sr. VP Mark Wilson will go in-depth at how Sybase has started to evolve the overall business strategy and culture around the idea of compelling content creation…and show you how they did it without spending an arm and a leg.

It’s not that content isn’t measurable, it’s that there are so many possible way to measure it. In this specific, real-world, hype-free, fast-paced session with content strategist Jay Baer, learn the four types of content marketing metrics and how and when to use them with skill to truly measure your content marketing.

You’ll walk out the door with visions of statistical dashboards dancing in your head.

We are on the cusp of a marketing revolution – and it is being led by you! Companies like Klout are slicing, dicing, and dissecting the billions of bits of information published on social media sites each day and grading your ability to create buzz. The most powerful of these new “Citizen Influencers” are being rewarded by companies like Audi, Disney, and American Express with trips, merchandise, and luxury cars. Today, anyone can get behind the velvet rope … if you know how! In this fast-paced talk, the author of the best-selling book Return On Influence gives you the inside scoop on the revolutionary world of social influence marketing.

While storytelling has always been a core component of effective public relations, social media has given rise to a new set of opportunities to create and distribute content that supports PR initiatives. As the Columbus Marathon and Madison Electric Products learned, quality content changes behavior, activates audiences and supports business objectives. This presentation will share two very different case studies – highlighting best practices and applicable tips from each. From live “Ask the Race Director” UStream shows and a virtual scavenger hunt … to white papers and strategic blog posts … Madison and the marathon created success by creating compelling content.

Attendees will:

• Learn how to leverage content to achieve business goals
• Walk away with tips for deploying content as a PR tool
• Discover how to create compelling content on a limited budget
• Understand how to incorporate content marketing into B2B and B2C communication strategies

Selling Targeted Content Using Audience Personas and Conversion Data

Everyone above you thinks they are marketers, writers, and designers. Whether you’re trying to convince a hesitant CEO that telling stories will increase sales or break up a showdown over changing beloved, but ineffective content, you need some big guns in your corner. Which is where defined audience personas and conversion metrics come in. Jenny Magic, founder of content marketing firm Better Way to Say It and The Conversion Scientist™ Brian Massey share how real people and real data will do the talking for you.

You will learn:

• How audience personas get your entire team get on the same page
• What measureable results content marketers are seeing
• How personas and conversion metrics help objectively grade content
• Which demographics most often mislead content marketers
• How to finally end the conference room debate over which content wins!

According to Mike Liebhold, senior researcher for The Institute for the Future, in a recent Pew Research Center report titled The Future of Gamification, “The development of ‘Serious Games’ applied productively to a wide scope of human activities will accelerate simply because playing is more fun than working.”

In this 30 minute session, Russell Sparkman will review what it is that attracts people to games, and who gamers really are (the answer will surprise you), and how game strategy can add an element of fun to content marketing. Using examples culled from websites to apps, Russell will present 10 actionable game strategy ideas that you can use to drive greater engagement through your content marketing efforts.

The challenges on larger brands to manage content on a global scale are almost unbearable. In this session, Pam Didner from Intel will describe the process that Intel uses to manage content on a global scale, including issues of both translation and localization, AND how to get employees in other countries to follow critical content marketing and brand guidelines.

Content is more than content. In our digital age, content has become a form of social currency. It has meaning beyond the information it contains. This social dimension of content goes much deeper than viral videos. Brands that transform their products into content, and their content into social currency will succeed. In this provocative talk, Mark Bonchek will take us on a journey into the past and future of social media.

Audiences initiate connections with a brand long before they make a purchase decision. These connections, which include search queries, reviews, site visits, video views and many more interactions with content, influence whether users eventually select a brand or a competitor’s brand. Google’s Sam Sebastian will discuss research and examples about what Google calls the Zero Moment of Truth and share fresh strategies of how Brands are winning and optimizing the Zero Moment of Truth.