Jonathan Schmucler
  Global Expert, Branded Content Strategy
  YouTube

Jonathan Schmucler, Global Expert and Branded Content Strategist at YouTube, spoke about his framework for understanding how people digest content. Bite-sized material is only 5-6 seconds and reinforces a key message. Snack-length is 15-30 seconds and conveys a key message. Meal-length content is longer, but not traditionally available on TV, and builds equity for the brand. Each requires different storytelling methods. Understanding your goals can help you develop the best way to tell your story.

  David Langrock
  Sr. Director, Marketing Services
  Groupon

David Langrock, Senior Director of Marketing Services at Groupon, spoke about how content and ecommerce can work together. Content can be found in product descriptions, reviews, merchant tips, and details. You can use the BrightEdge Data Cube to find keywords and create engaging, useful content applicable to your unique customers.

 
  Jaimee Stauffer
  SEO and Content Marketing Strategist
  Citrix Systems, Inc.

Jaimee Stauffer, the SEO and Content Marketing Strategist at Citrix Systems, Inc, spoke about going from insight to action and using data to drive results. Realizing that users need different types of information at each funnel level, they were able to meet that need and produce a workable framework that led to success.

 
  Clark Boyd
  VP, Strategy
  Croud

Clark Boyd, the VP of Strategy at Croud, explored the ideas of impulses, habits, and emotions together. He said that there is often too much information and not enough meaning. Brands need to be thinking about improving user engagement and moving towards meaningful content measurements. We need to think beyond immediate interactions, and instead see the big picture. Bringing different disciplines together can help help with tracking important metrics and understanding the impact of the content produced.

 
  Rachel Freeman
  Director of Integrated Marketing, Digital
  Centrify

Rachel Freeman, the Director of Integrated Marketing and Digital at Centrify, spoke about the impact of PR on SEO. In particular, she touched upon how customers make many queries before actually engaging with a brand, so having a strong brand awareness is critical. When SEO and PR work together to establish consistent communication, they can see great results.

 
 
  Allen Nance
  CMO
  Emarsys

Allen Nance, the CMO at Emarsys, spoke about finding the right mix between computer automation and human marketing. Data is our most valuable asset, and one day machines will be able to deliver 1:1 personalized marketing. We already use machine learning regularly, and as we rethink the role of the marketer, it will become more prominent.

   Cindy Phan
   Sr. Manager, Digital Demand Strategy
   VMware

Cindy Phan, the Senior Manager of Digital Demand Strategy at VMware, delved into the idea of managing multiple digital channels. VMware has a personalized digital framework to help them understand the audience and segment them for more effective marketing. She spoke about the importance of using 1st Party Data as a means of validating statistics on conversion and campaign performance and always outlining the goals and KPIs of campaigns before they begin.

   Vicqui Chan
   Demand Generation and Digital Marketing Manager
   HPE
 

Vicqui Chan, the Demand Generation and Digital Marketing Manager at HPE, spoke about simplifying processes to see success in the digital space. People get overloaded with things, like too many tools, campaigns, and vendors. Creating clear and scalable processes can help with optimization and centralization.

  Amy Shipman
  Global Digital Go-to-Market Strategist
  HP
 

Amy Shipman, the Global Digital Go-to-Market Strategist at HP, spoke about the importance of problem solving in business success. She also emphasized the importance of taking a holistic view of marketing to reach digital goals.

  
  Jairus Mitchell
  Program Manager - SEO
  Red Hat
 

Jairus Mitchell, the Program Manager of SEO at Red Hat, told us about the challenges of getting SEO buy-in at an open source company. He said the best way to get people on board is to be a teacher and spokesperson and not portray optimization as magic.