Chad Hallert
  Director of Digital Strategy
  Noble Studios

Chad Hallert is the Director of Digital Strategy at Noble Studios. He explained to the room the importance of genuinely integrating your teams. Integration requires actual change in your output, not just adding numbers together in a document. When paid search and SEO work together, for example, they can achieve great results. The data we get from the various silos and departments in our organization can all benefit others. Looking at the micro-moments in the consumer journey can also help brands identify opportunities for integration by understanding the types of content most likely to benefit customers.

  Collin Colburn
  Researcher
  Forrester Research

Collin Colburn is a researcher at Forrester Research. He spoke about the importance of creating a frictionless, anticipatory, and immersive marketing experience in the world of post-digital marketing. He drove home the point that marketers really need to do what they say; customers are not nearly as interested in what marketers say as they are in what marketers do. Consumers today are interested in personalized messages, rather than general broadcasts, and they want brands that understand the value of being human, helpful, and handy.

  Brian Moore
  Client Services Director
  BrightEdge
 

During this session we heard from Harry Gold, the CEO of Overdrive, and Brian Moore, the Director for Client Services at BrightEdge. They spoke about some of the metrics that executives want to see and how to make the value of SEO clear to those on the board or in the C-suite.

  Jeff Selig
  VP Earned Media & Analytics
  Overdrive Interactive
 

During this session we heard from Jeff Selig, the VP Earned Media & Analytics of Overdrive, and Brian Moore, the Director for Client Services at BrightEdge. They spoke about some of the metrics that executives want to see and how to make the value of SEO clear to those on the board or in the C-suite.

  Alex Volk
  Director of Traffic and Content Strategy
  Microsoft

Alex Volk, the Director of Traffic and Content Strategy at Microsoft, described a 4-step process for content optimization. 1. Assess key opportunities, consumer needs, and evaluate the competition. 2. Analyze the data needed to find key opportunities and current site stats. 3. Gain insights into traffic and content. 4. Execute and develop the core content needed.

  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.

  Steve Krull
  CFO
  Be Found Online

Steve Krull, the CEO and founder of Be Found Online, described how "sustainable content marketing" can be used to understand content promotion. "Solar" refers to shining light on existing content. "Wind" means creating momentum, and "water" describes pulling customers through the funnel.

   Steven Saltzman
   Managing Editor
   Consumer Reports

Steven Saltzman, managing editor at Consumer Reports, spoke about the importance of having content with a plan and a purpose. It is no longer a "if you build it [they will come]" scenario. Now brands need to plan ahead to ensure that their content meets user demand.

 
  Dan Toplitt
  Associate Director, SEO
  Resolution Media

Dan Toplitt, the Associate Director of SEO at Resolution Media, delved into cross-channel content and uncovering the metrics that matter. He described four key components of a holistic content marketing program: insights, content, distribution, and measurement.