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.

 
  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.

  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.

 
  Michel Kant
  SEO Manager
  Staples Europe 

Michel Kant, the SEO Manager of Staples Europe, explained his 5-point plan for in-house SEO. He believes that increasing understanding in the business, making goals tangible, and sharing success make it possible to have a leap of faith and reach your goals.