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Content Marketing World 2020 - Session Viewer

Our schedule will be live soon. Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. We’ll send updates to paid registrants as the agenda is finalized.

Why Marketers Should Focus on Editorial Franchises, Not Content Marketing

Andrew Hanelly  (Partner, Revmade)

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

Track: Content Creation & Development

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

One of the most common marketing investments is content marketing, and for good reason: Content is the currency of the internet, and it can find, attract, warm and convert prospects for all types of businesses. But as content marketing grows in marketer popularity, so do consumers' expectations for the value that it drives in their lives. Through our research, we've found that projects borne from a commitment to audience service tend to develop stronger audience relationships and bring more value back to the organizations that fund them. Simply put, marketers who invest in editorial programs create assets that can develop into sub brands that drive actual business value. In this session, we'll show the attendees how to get started.

Takeaway

In this session, attendees will learn:

  • How to build the business case among your executive team
  • How to build a unique editorial strategy for your brand
  • How to create repeatable content types that drive ongoing value back to your business
  • Lessons from major brand case studies, including MGM, Apple Leisure Group and Northwell Health



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