PR News' Content Marketing Boot Camp
(for PR & Communications Professionals)
June 18, 2013 | 8:30 - 4:30 p.m.
The Yale Club, NYC
Register now for PR News' June 18 Content Marketing Boot Camp at the Yale Club in New York City and learn how to go from reading about other brands' and other agencies' success at creating, placing and sharing valuable content to becoming a creator and distributor of content that your target audiences will consume—and just as important—share. Content marketing has changed the rules of the game for PR professionals, brands and the media. Now is the time for in-house communications professionals and PR agencies to expand their roles in the content landscape.
Bonuses for Attending:
• Content Marketing Business Objectives Grid & Checklist
• Exclusive PR News content: "How to Turn Traditional Marketing Collateral Into Online Content"
• Exclusive PR News content: "5 Keys to Making Your Business a Content Powerhouse"
Agenda:
| 8:40 - 9:00 a.m. | The Content Marketing Landscape—and PR's Role |
| 9:00 - 10:00 a.m. | Show & Tell: Examples of Content Marketing That Works |
| 10:00 - 10:30 a.m. | How to Find or Create the Content You Need With Minimal Resources |
| 10:30-10:45 a.m. | Break |
| 10:45 - 11:15 a.m. | How to Integrate Content Marketing Into Your Communications Strategy |
| 11:15 - 11:45 a.m. | Optimize Your Content for Mobile Delivery |
| 12:00 noon - 1:15 p.m. | Networking Luncheon + Keynote Presentation: Authenticity and Fluency for Effective Storytelling in Business |
| 1:30-2:00 p.m. | Integrate Promoted Social Posts Into Your Content Strategy |
| 2:00-3:00 p.m. | How to Work With the Media to Publish and Promote Your Content |
| 3:00-3:15 p.m. | Break |
| 3:15-3:45 p.m. | 10 Ways to Make Your Quality Content Shareable |
| 3:45-4:00 p.m. | What We Learned Today |
| 4:00 p.m. | Closing Remarks and Business Card Exchange |
Speakers:
Online audiences are hungry for authentic, useful and easily digestible content, and they will consume it and share it on social media with little care as to whether it comes directly from a brand or from an established media outlet. Our trainers will show you what the opportunities are for PR professionals to become virtual chief content officers and integrate content marketing into their PR strategies.
- Lauri Baker, Head of Branded Content, The Huffington Post
- Leslie Campisi, Managing Director, U.S., Hotwire PR
- Janis Forman, PhD, Director, Management Communication, The UCLA Anderson School of Management, Author, "Storytelling in Business"
- Jay Hamilton, Senior Director, Digital Public Relations, Marriott International
- Steve Halsey, Principal and Managing Director, Business Consulting Practice, Gibbs & Soell Business Communications
- Andrew Hanelly, SVP, Strategy, McMurry/TMG
- Eric Harris, EVP, Business Operations, BuzzFeed
- Kiersten Lawson, Content Strategy Director, Waggener Edstrom Worldwide
- Richard Ouyang, Associate Director of Digital Strategy, Peppercomm
- Ben Shields, Director of Social Media and Marketing, ESPN
- Buddy Scalera, SVP of Content Strategy & Media, Ogilvy CommonHealth Worldwide
- Allison Steinberg, Senior Media Analyst, JetBlue Airways
- Newell Thompson, Vice President, Content Marketing & Strategies, Time Inc. News & Sports
You'll Become an Expert In:
- Navigating the differences between content marketing, native advertising and custom content
- Understanding PR's role and opportunities in the growth of content marketing
- Crafting an objective for your content marketing programs and measuring their success
- Finding and creating the content you need with minimal resources
- Integrating content marketing into your communications strategy
- Developing content for mobile platforms
- Using storytelling concepts for your content marketing programs
- Integrating promoted social posts into your content strategy
- Working with media partners to publish and promote your content
- Making your content more shareable
8:40 - 9:00 a.m. The Content Marketing Landscape—and PR's Role
“Content marketing” may be a hot topic and a trending term, but that doesn't mean we all share the same notions about what it is and what it can do to affect both brand awareness and the bottom line. This place setter for the rest of the day will help you determine the differences between and overlapping meanings of content marketing, sponsored articles, native advertising and custom content. You'll also learn about PR's role in the growth of content marketing—how common it is for PR agencies to be offering this service to its clients, how an agency can differentiate its content strategy and how a client chooses one agency's services over another's.
Kiersten LawsonContent Strategy Director
Waggener Edstrom Worldwide
@WaggenerEdstrom
@kierstenlawson
9:00 - 10:00 a.m. – Show & Tell: Examples of Content Marketing That Works
We'll look at several content marketing programs that had high returns for their companies and met or exceeded expectations. Each example of content marketing will be analyzed for its objective, execution and metrics used to measure success.
10:00 - 10:30 a.m. – How to Find or Create the Content You Need With Minimal Resources
Don't have the resources you need to create the blog posts, white papers and videos that will connect with your audience? Learn how to tap the expertise of your organization's employees to create quality content, and how to forge partnerships that will provide you with content that inspires conversations and connections with your brand.
10:45 - 11:15 a.m. – How to Integrate Content Marketing Into Your Communications Strategy
Learn how to assign content creation and distribution roles for your communications team and create editorial calendars that tie directly into your brand's or clients' communications goals. Our trainer will show you how to develop only those content strategies that can be backed up with metrics that connect to an organization's bottom line. We'll also look at budget considerations to help you determine when it's necessary to hire someone whose role is dedicated to content marketing, when content responsibility should be added to an existing team member and when it's necessary to work with outside specialists.
Steve HalseyPrincipal and Managing Director, Business Consulting Practice
Gibbs & Soell Business Communications
@StephenHalsey
@gibbs_soell
11:15 - 11:45 a.m. – Optimize Your Content for Mobile Delivery
Whether it's video, blogs, interactive media—all successful content strategies must be tailored for mobile delivery for 2013. Content that does not conform to the technical and functional requirements of mobile will be content that is wasted. Learn how to make sure your content is ready for both smartphones and tablets, and what the content and technical considerations are for each platform.
12:00 noon - 1:15 p.m. Networking Luncheon + Keynote Presentation: Authenticity and Fluency for Effective Storytelling in Business
In her timely keynote address, Janis Forman, director of management communication at UCLA's Anderson School of Management, and author of the new book "Storytelling in Business," will share essential storytelling tactics that will help you grab and hold onto audiences' attention, and keep them coming back for more.
Janis FormanDirector, Management Communication
The UCLA Anderson School of Management
Author, "Storytelling in Business: The Authentic and Fluid Organization"
1:30-2:00 p.m. – Integrate Promoted Social Posts Into Your Content Strategy
Promoted posts and tweets on Twitter and Facebook are powerful forms of content marketing and can help your content appear in Facebook's News Feed and in Twitter accounts. Our trainer will show you the mechanics of using promoted posts on Facebook and promoted tweets, the costs involved and how they can help you grow your follower base and increase engagement and buzz.
2:00-3:00 p.m. – How PR Can Work With the Media to Publish and Promote Its Content
The rise of content marketing and the pressure on media brands to produce revenue has changed the dynamic between PR and publishers, editors and journalists. You'll learn how to pitch your content to the media and forge partnerships that both advance your business goals and help protect the reputation of the media outlets you're working with. We'll also find out from the media side how content marketing has changed the separation of church and state and about media's overall perceptions of content marketing.
3:00-3:15 p.m. - Break
3:15-3:45 p.m. – 10 Ways to Make Your Quality Content Shareable
Quality content is not king—shareable quality content is what ultimately rules. In this fast-paced training session, you'll get a series of inside tips to create content that fuels conversations; gets shared on Facebook, Twitter, Pinterest, Google+ and beyond; choose the kinds of visuals that are likely to get shared; make your content “snackable” and optimized for search.
3:45-4:00 p.m. – What We Learned Today
Hear from the day's trainers and your peers the highlights of the day's conference. You won't want to miss this closing session, your cheat sheet to get you started as a successful content marketing pro!
4:00 p.m. - Closing Remarks and Business Card Exchange
Grab your PR News Conference Certificate of Completion and exchange the last round of business cards with your newfound connections.
Who Should Attend
If you spend at least a quarter of your time in any of these areas, you should attend this Conference:
- Public Relations
- Digital and Social Media
- Community Relations
- Corporate Communications
- Word of Mouth Marketing
- SEM/SEO Management
- Publicity
- Content Marketing
- Advertising
- Brand Marketing
- Video Production
- Marketing Communications
- Employee Communications
- PR Business Development
- Human Resources
- Public Affairs/Issues Management
- Media Relations
- Research
- Analytics
- Measurement
Pricing/Location
| Per Person Rate | Regular Rate |
| Content Conference | $895 |
| Group Rate | Regular Rate |
| Conference Only | $845 |
Group rate pricing is per person. In order to receive this rate, you must register a minimum of two people.
Questions?
Contact Saun Sayamongkhun at [email protected] or 301-354-1694
Location
Yale Club, NYC
50 Vanderbilt Avenue between 44th and 45th - near Grand Central Station
New York, NY 10017
Hotel Rooms: PR News does not have a room block. You can see a list of local hotels, here.