Content Marketing: Growing Business Through Content Creation, Curation and Conversation
Thursday, January 31, 2013 from 6.00 p.m. to 9:30 p.m. (CT)
1871 at the Merchandise Mart | Chicago, IL
Principal and Strategic Director, Orbit Media Studios
Author, Content Chemistry
Senior Vice President of Digital Strategy, Midwest Region, MSL Chicago
6:00 - 6:30 p.m. - Registration
6:30 - 8:30 p.m. - Program & Q&A
8:30 - 9:30 p.m. - Networking
Price includes wine, beer and hors d'oeuvres
Strategic Director, Orbit Media Studios
Andy Crestodina is the Strategic Director and co-founder of Orbit Media Studios, an award-winning 30-person web design firm in Chicago. Over the past 12 years, Andy has provided web strategy and advice to more than 1000 businesses. Andy enjoys teaching the practical approaches to search engine optimization, social media, conversion design and Google Analytics. He has also just published his first book, Content Chemistry.
As a speaker, Andy’s goal is to make each event as practical as possible for the audience by teaching immediately applicable techniques for anyone in a marketing role. He addresses the tough web strategy questions directly with simple explanations.
SVP, Director of Digital Strategy, Midwest Region, MSL Chicago
Laura Chavoen is a senior vice president and director of the MSL Chicago and MSL Detroit digital practice, with 20 years of digital communications expertise in food and nutrition, publishing, financial services and associations. She is responsible for developing digital marketing plans for clients across MSL Chicago’s consumer marketing and corporate branding practices, and oversees strategy for managing social media channels and creating interactive content to engage consumers, influencers, media and other key audiences. Laura currently works with clients including General Motors, DeVry University, Zurich Financial Services, Delta Faucet Company, Easton-Bell Sports (Riddell), Chamberlain College of Nursing, Sealy, Mazola, Land O'Frost and Daisy Brand Cottage Cheese.
Prior to MSL Chicago, Laura served as an executive vice president of digital strategy at Imagination Publishing, a content marketing agency in Chicago, working on several General Mills' purpose marketing programs including Box Tops for Education, Pink Together, Outnumber Hunger and Join My Village. She also led digital strategy for Chick-fil-A’s Living Healthy program and General Mills’ nutrition education resource, The Bell Institute of Health and Nutrition. Across these healthy living platforms she developed a variety of digital platforms including websites, branded social channels, mobile applications, e-books, ambassador programs and local community initiatives.
In addition, Laura has worked as global director of Yahama.com; manager of Scholastic’s scholarship program, Alliance for Young Artists & Writers; and executive producer for kids.scholastic.com and several of its microsites, including Harry Potter and Clifford the Big Red Dog. She has also held similar roles at Razorfish, SkyMall and HarperCollins. Her past account work includes General Mills, WellsFargo, Chick-fil-A, Lowes, Allstate, MasterCard, Microsoft, Symantec, Morton Salt, Eat Better America and several associations including the PMI, NFIB, NEA and The Conference Board.
Laura is a graduate of Northern Illinois University with a B.A. in visual communications. She remains active in the marketing industry as a guest speaker on social media and online engagement, serving most recently as a featured speaker at the PRSA International Conference.
Content Marketing: Growing Business Through Content Creatioin, Curation and Conversation
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To be successful, websites must do two things: 1. Attract visitors, and 2. Convert those visitors into leads and customers.
In order to do this, web marketers must do two things: 1. Create content, and 2. Promote it. Content makes the difference between success and failure on the web.
Successful content marketing programs use many tactics, including search engine optimization, social media, blogging, email marketing and even public relations. Managing these tools and processes may seem overwhelming, but Andy Crestodina will show a step-by-step process and provide practical, straightforward techniques to create powerful online content that delivers measurable results.
Participants will learn:
- What to write and what to do with it once it’s written
- How to research keyphrases before writing (search marketing)
- How to find people to share the article with (social media)
- How to prep your article for publishing (email marketing)
Attendees will leave with a solid understanding of the specific actions they’ll need to implement successful content marketing programs within their companies.
This program is ideal for companies and agencies with a content management system, a blog, an email marketing tool and Google Analytics.
Read Andy's predictions for 2013, in the Chicago Sun-Times!
Check out this video for a preview of Andy's presentation.
Strategic integration of content into your marketing plan is critical to capture and leverage its business impact. Relevant, valuable and actionable content offers the opportunity to create awareness and reach within current and new audiences and markets. This enables conversations, driving opportunities, engagement and relationships.
Starting with content strategy and voice, the most effective content can be integrated across the marketing funnel and the right key performance indicators (KPIs) can be identified to track and measure success.
As learned during her 15+ years of content marketing experience, Laura will
- Present a framework for developing a content strategy and tone/voice
- Explore different content categories and the role each plays in an overall strategy
- Share case study examples and best practices for content marketing at each stage of the marketing funnel
- Review which content types drive key customer actions
- Share content KPIs and discuss the role metrics play in planning
Interested in sponsoring this event? Please contact Michael Long, Executive Director at firstname.lastname@example.org
Space is available. With a $1000 sponsorship, you will receive:
1. Table-top exhibit space, with opportunities for on-site product demonstration/advertising and promotional product distibution;
2. Recognition at the event; running PowerPoint during registration with logo and website information;
3. Corporate logo in division marketing communication materials to the Chicago Marketing community and onsite at the event. For our prospectus, please visit: Chicago AMA Sponsorship;
4. URL hyperlink from the Chicago AMA Events pages;
5. Event attendee list with name with full contact information (3-4 weeks after the event) with the allowance of one contact via email;
6. Two (2) complimentary passes to the sponsored event; and
7. Two (2) complimentary registration passes for customers as your invited guests.
When & Where
The Chicago AMA is the only organization that brings together all marketers, across all specialties, to collaborate and inspire one another.
The Chicago Chapter of the AMA connects with more than 10,000 marketing professionals represents a multitude of businesses—both B2B and B2C and across industry segment—as well as marketing educators and a broad range of nonprofit organizations.
Cancelation policy: Refund requests must be made 24 hours prior to event start time. There is a $10 cancelation fee. For Momentum and BrandSmart, refunds requests must be made 48 hours in advance and there is a $25 cancellation fee.