Content Marketing 201

From B2B to CPG and everywhere in-between, big brands and small businesses are building and measuring integrated content marketing programs in totally new ways.  But once you know the fundamentals, what are the next steps as a digital marketer? How do you transform your blog into a hub, turn advocates to influencers, integrate content into your existing CRM, and measure everything in a way that actually makes sense?

In this workshop, we’ll focus on the technology and techniques marketers need to build effective and sustainable content marketing programs. We’ll review new industry channels and trends, identify challenges to content marketing by industry and business size, discuss new disclosure requirements and best practices, and fight through some common misconceptions about this “new” strategy.

Learn to identify the top partners in content marketing.

Gain an understanding of new measurements that are changing the way content marketing is viewed.

Learn how to find brand influencers, and work with them to create content.

Understand key legal changes in influencer and sponsored content marketing

Learn how different businesses can build content marketing programs to achieve various results.

Alex Silberman is a Vice President of Digital Strategy at Weber Shandwick, currently working with global healthcare clients  building digital campaigns. His focus is social media, content marketing and analytics, with a dash of creative thinking on the side. He previously worked with travel, finance, insurance, and CPG clients as the Director of Digital Performance at Arnold Worldwide, and currently teaches a Digital Marketing course at General Assembly.

Alex has also managed ad operations for a digital brand, built programmatic technology solutions as a product manager and worked on digital strategy for a major auto manufacturer. He’s the proud founder of one failed start-up venture.

When not working, you can find Alex chasing his toddler around the park, sneaking in a long run, or watching football.