See the Full Program for the Publishing & Media Lab at Content Marketing World 2015
Last month Publishing Executive announced the launch of the Publishing & Media Lab, a one-day event that will take place at the 2015 Content Marketing World on September 11th. The Lab will help publishers capitalize on the growing revenue opportunity that content marketing services and native advertising present. The lab will provide the strategic insights publishers need to sell and execute content marketing services for brands. To learn more about the Publishing & Media Lab, read the full agenda below. Register for the event here.
Publishing Executive is offering its audience an exclusive discount. Before buying your ticket, be sure to enter the discount code "Napco100" to take $100 off your purchase. This is a limited time offer, so register today.
Publishing & Media Lab Program
Andrew Davis, Author of Brandscaping, Speaker, Marketing Whiz
Duncan Milne, Vice President, Rodale Grow
Kolby Yarnell, Director, Adweek BrandShare
Jim Gaines, Director of Content, Atlantic Re:think, The Atlantic
Sam Slaughter, VP Content, Contently
Brian O'Leary, Principal, Magellan Media
Denis Wilson, Editor-in-Chief, Publishing Executive
Part 1 - The "Why"
Introduction: The Market Opportunity for Publishers & Media Companies
A look at what's being spent on content marketing and where those dollars are currently going. We'll define what we mean by content marketing services as it typically applies to publishers' businesses. And we'll explore the expectations for growth and look at some specific case studies of publishers that have boosted the bottom line with content marketing services.
Why Content Marketing Now?
Marketers have changed the way they want and need to market to consumers. They are seeking to have conversations with their customers and maintain a dialogue at every stage of the customer journey. Fortunately, publishers' skillsets (content creation, subject matter expertise, audience rapport) are also well-suited to compelling brand storytelling. Plus, publishers can offer sophisticated audience data and segmenting, and content distribution.
Part 2 - The "How"
Making Content Marketing Services Work: Navigating Management, Talent, Workflow, and Technology Challenges
As with any new product or service, new challenges go hand-in-hand with the content marketing opportunity. This session will explore changes publishers may need to make to their organizations and workflows in order to enable marketing services to truly grow. Attendees will learn about effective strategies for scaling up content marketing services, potential talent and skillset requirements, and key workflow and technology considerations.
Panel #1: Making Content Services & Native Advertising Work
You'll hear from publishers that have successfully implemented content marketing services and native advertising programs in order to capture new revenue. Panelists will share their insight on how they overcame management, talent, and workflow challenges and scaled their businesses, and lessons learned along the way.
Helping Clients "Get It"
By the very nature of content marketing, clients have to relinquish some of their control over a piece of content marketing or campaign and let publishers do what they do best: tell compelling stories in a way that will engage audiences. But convincing clients to do this is easier said than done. This session will address how publishers can get client buy-in, build trust, and produce effective content marketing campaigns that readers will find sufficiently useful, shareable, and earn brands credit.
Part 3 - The "Payoff"
Panel #2: How Smart Publishers Are Cashing in on Content Marketing
Content marketing services are only any good if you can sell them, right? We'll hear from publishing and media companies that have won new business by providing content marketing services. They'll share their experience on adjusting their sales techniques for selling this new offering, how they continue to develop this business, and what they see on the horizon.
Invert Your Pitch: How to Win Bigger Business, Faster, by Pitching Like a TV Producer
In a world where it feels like everyone is selling content we're all challenged to differentiate the services we offer, the content we create, and the audience we deliver. We have to stop telling people we're different and start showing them we're different. It all starts with the pitch. In this session, author and former television producer Andrew Davis, will walk you through the proven process television producers use to win deals. By the end of this session, you'll be inspired to reinvent how you sell so you can take more meetings, sell bigger content, and differentiate your services from the first meeting with a new prospect.
Denis Wilson is the content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzes and reports on the fundamental changes affecting the media and marketing industries and aims to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.