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Schedule Viewer 2022

Use the filters to identify the speakers and sessions that present solutions to your greatest content marketing challenges. Keynotes and breakout sessions are currently available on demand to All Access, Main Conference Plus (with on demand option), Virtual Experience, and On Demand passholders.

Mine your data: How to use research as the fuel for your content engine

Julia Gaynor  (Senior Manager, Content Marketing, ezCater)

Location: Grand Ballroom C

Date: Wednesday, September 14

Time: 1:00 pm - 1:30 pm

Pass Type: Main Conference Plus, Main Conference, All-Access Pass, Virtual Pass

Track : Masters of Content

Session Type: Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

Every brand has valuable data – proprietary insights that tell a story or solve a problem. The trick is to find an audience that’s hungry for that knowledge. Or, to create one. And then, you’ve got to tell a really good story.

Like everyone on earth, back in March of 2020, Monster Worldwide (the job board, not the energy drink), had a problem. In a matter of weeks, the US had gone from record low unemployment to historic highs. How could a brand that is known for connecting people to jobs fulfill its mission when the jobs market was tanking? Data to the rescue.

Despite not having a new product to launch or even much of a market to service, Monster figured out how to leverage proprietary data to an audience hungry for insights, advice, and leadership. Over the next 18 months, Monster turned that data into the secret sauce that powered an integrated content marketing campaign featuring two microsites, seven ebooks, over 35 new blog posts, six infographics, twenty webinars, four executive thought leadership posts, and earned over 1,000 media placements. Oh, and it also won 2021’s Content Marketing Awards for Best Content Launch and Best Use of Original Research.

Come hear how Monster mined the data and turned metrics into content marketing gold.


- Everyone has data; the key is to learn how to scrape and repurpose yours.
- PR & content: don't ignore this symbiotic relationship
- A great content strategy is like a Thanksgiving turkey:if you're clever, you can make use of the entire bird and make it last and last...