Pre-Conference Session: Future Skills and Teams Needed for Smart Content Strategies

ARE YOU EXPERIENCED? Attendees will learn about future teams and future work skills and the key role they play in the overall customer experience.

2:15pm – Welcome
Robert Rose, Chief Content Adviser, Content Marketing Institute

2:20pm – 2:50pm
Think Like A Journalist: Using Authentic Content to Engage Consumers
Melanie Deziel, Native Advertising Consultant, Mdeziel Media

With brands and marketers increasingly taking up the torch of storytelling, partnering with publishers on native ads and leveraging content across their own properties, there are plenty of tips, tricks and approaches to be learned from the world of journalism. This session will share some journalistic best practices taught in J-school classrooms and used in newsrooms across the country, allowing brand marketers and content strategists to make high-quality authentic content, and to better understand the processes and philosophies of journalists. Put on your press hats and get ready to #ThinkLikeAJournalist.

After this session attendees will be able to:

  • Identify which content ideas are truly “newsworthy”
  • Take a journalistic approach to finding stories and sources
  • Understand the role that powerful stories can play (and how to craft ones that get noticed)

2:50pm – 3:10pm
Networking Break

3:15pm – 3:45pm
The Gooey Inside AND the Crunchy Outside: Strategic Transformation for Content Teams
Andrea Ames, Content Experience Strategist, Founder and CEO, Idyll Point Group

You’re building a new content team, or you’re growing your existing team, and you envision a laser focus on delivering more valuable content through a great content strategy. Woot woot! But this transformation is not as easy as you were hoping. You have LOTS of questions. What roles will you need covered? What new skills will your team need — or what skills will they need MORE of? Will new roles, skills, and the right people provide everything you need, or is there more to transforming your team than just what’s on the inside? Yes — there’s more! Find out what you need to rock strategic content with your new team of stars!

3:45pm – 4:15pm
Scaling the Content Team: In-House, Freelance, or Service – Oh My!
Michael Weiss, VP of Marketing, Creative Circle

The gig economy is upon us. By 2020 nearly 50% of the workforce will be freelancers. But should we scale our content strategies based on people who have no vested interest in our business? Or, should we celebrate because we have our pick of writers, designers and editors? What about outsourced services? What about our own careers? What’s the best approach to identifying a freelancer, and how should we be thinking about structuring an in-house team and when to hire a freelancer? Let’s examine the rock-solid approaches of the new leadership of content teams – and how to scale them in this new world.

4:15pm – 5:00pm
Closing Panel

Pre-Conference Session
Location: Milan Ballroom 6-8 Date: March 20, 2018 Time: 2:15 pm - 5:00 pm Robert Rose Andrea Ames Melanie Deziel Michael Weiss
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