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Part 1 (Saturday, 12 Oct, 10am to 12:30pm): Achieve Revenue Acceleration Through Better Content Distribution
with Peter O'Neill
Peter O'Neill, Vice President & Principal Analyst at Forrester will lead attendees through the crucial steps in developing research-driven buyer journey insight that fuel effective content marketing. From developing audience personas to segmenting target groups to actually accessing research, attendees will have a first-hand look at the top research methods employed by today s best content marketers. He will also propose several criteria that should indicate an adequate level of maturity in content marketing processes and organization, leading a group discussion.
Part 2 (Saturday, 12 Oct, 2:15pm to 4:30pm): Developing Content Strategy and Editorial Focus
with [i]with Andrew Hannelly
Andrew Hannelly, SVP, Strategy, McMURRY/TMG, leads this pre-conference session on the ins and outs of building truly strategic content marketing campaigns and editorial topics that are not only relevant but engaging to customers. Attendees will learn about identifying, reaching and keeping an audience for their brand through content that interests, excites and resonates with readers across all platforms. Proposed Case Study: American LeMans Series, The Ritz Carlton or Baylor Health