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Content Marketing World 2021 - Session Viewer

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Audiences are Expecting More: An Anthem Brand Strategy Case Study

Jennifer Hovelsrud  (Staff VP, Enterprise Content Marketing, Anthem, Inc.)

James Mastro  (Director, Enterprise Content Marketing, Omnichannel Marketing, Anthem, Inc.)

Location: Room 1

Date: Wednesday, September 29

Time: 11:00 am - 11:30 am

Pass Type: Main Conference Plus, Main Conference, All-Access Pass - Get your pass now!

Track: Brand Strategies

Session Type: Breakout Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

Track Sponsor

More is expected of our organizations today. As we shift from advertisers to publishers, moving from product-focused efforts to advocates, activists, and thought leaders, there is a need to expand our depth of brand strategy.

In this session, we’ll talk to you about our journey at Anthem, Inc., and the brand strategy work we are doing to build the scaffolding that is required to effectively execute content and experiences – which ultimately, will provide value to audiences that are expecting more from brands and companies.


  • Audiences expect more from organizations, which requires all of us to revisit our brand strategies and develop content that is focused on the audience needs / passions.
  • The need to connect various content themes and topics to tell a more holistic story to our audiences.
  • The foundational steps we are taking as a company, starting with our brand strategy, and offer guidance to help you on your path to delivering content that is valuable to your audiences.

Company Background:

Anthem, Inc. largest licensee of Blue Cross Blue Shield health plans, is a leading health benefits company dedicated to improving lives and communities and making healthcare simpler. Through its affiliated companies, Anthem serves more than 78 million people, with approximately 43 million within its family of health plans. We aim to be the most innovative, valuable, and inclusive partner.

One in eight Americans receives coverage for their medical care through Anthem's affiliated plans. We offer a broad range of medical and specialty products.