Creating and investing in content to attract buyers is a must in today's world. Brands need to assess how content addresses audience needs, creates a multi-channel experience and demonstrates value for your organization. Influencers and leaders in the marketing and PR space are transforming how they utilize content to interact with buyers and better meet their needs. Creating a cohesive narrative across the lifecycle is key to driving buyer engagement and growth.
Join PR Newswire on November 12th for two roundtable discussions with industry leaders as they discuss the ever-evolving methods for content marketing.
Panel I: How Content and Experience are Evolving
This panel’s roundtable discussion will cover:
- Tactics and mediums to increase content consumption
- Adjusting to the shift in content consumption habits
- Gaining buyer’s trust while leveraging your paid, owned and earned channels
- Ken Wincko, Senior Vice President, Marketing, PR Newswire
- Steve Rubel, EVP/Global Strategy and Insights for Edelman
- Fiorelli Salvo, Senior Communications Manager, Mashable
- Dori Fern, Digital Strategist, MXM
Panel II: The Connected Story: Micro Moments
This panel will discuss:
- Leveraging a multi-channel content approach
- Identifying and tapping into every moment a consumer engages with your brand
- Understanding the needs of your audience and tailoring your content for them
- Michael Pranikoff, Global Director of Emerging Media, PR Newswire
- David Berkowitz, Chief Marketing Officer, MRY Agency
- Paul Kontonis, Chief Marketing Officer, Digiday
- Ken Wincko, Senior Vice President, Marketing, PR Newswire
About Our Speakers
David Berkowitz..... @dberkowitz
Chief Marketing Officer
David Berkowitz is Chief Marketing Officer at agency MRY, where he spearheads marketing operations, directs the agency’s communication strategy, and gains visibility for its clients such as Coca-Cola, Visa, and Johnson & Johnson. Previously, he spent seven years at agency 360i, ultimately serving as Vice President of Emerging Media, having co-founded the agency’s social media practice in 2006 and led the Startup Outlook initiative.
He has spoken at more than 250 events around the world, including South by Southwest (SXSW) in Texas, Digital Age 2.0 in Brazil, Crowdsourcing Week in Singapore, and the keynote at Interactive Marketing Summit 2013 in Turkey. He has also been the featured speaker at corporate summits at the headquarters of Google, Coca-Cola, Cox Communications, and About.com.
David has written more than 500 bylines for outlets such as Advertising Age, The Economist, Mashable, and Mediapost. He has authored his own MarketersStudio blog since 2005. He has spoken at more than 200 events globally. While working as an editor at research firm eMarketer, he interviewed 175 executives and authors about technology and business.
He is frequently quoted online and in print, having appeared in The New York Times, The Wall Street Journal, Reuters, the New York Post, the Associated Press, and USA Today. Ad Age, Ad Week, and PR Week have all named him among the most influential advertising and marketing professionals on Twitter.
Dori Fern is Senior Content Strategist at Meredith Xcelerated Marketing (MXM), where she provides insights, analysis and strategic recommendations for diverse brand clients including Publix, Anthem and Bank of America. Dori rejoined MXM's strategy team in June, her second time at the award-winning content marketing agency. From 2008-2012, Dori was the digital content lead on Kraft Foods' CRM program. In between her MXM tenures, she provided content strategy and editorial management consulting services for marketing and media clients like Novartis, Chase, Advance Digital and Martha Stewart Living Omnimedia.
Prior to MXM, Dori was a programming lead for AOL Food and Living, part of the launch team that helped redefine AOL's Women's and Lifestyle channels with original content for the first time, in 2006, the same year Dori also developed her first branded content program. Created for Unilever's Dove, this program was one of the first of its kind anywhere—and a precursor to the brand's Real Women campaign—called "Chief Everything Officer: Women Who Do It All and Do It Well."
In addition to her content marketing work, Dori also has a Culinary Arts diploma from the Institute of Culinary Education. In 2011, she won an Edible Brooklyn award for her excellent potato pancakes. She views latke-making and content strategy in much the same light.
"Latkes are made, basically, from three simple ingredients—potatoes, onion and egg. But the exact ingredients you do and don't choose, how you prepare them, how much you do and don't add, what kind of fat you fry them in and for how long, all these things make a difference. Just like building effective digital strategies."
Chief Marketing and Communications Officer
Paul Kontonis as Digiday’s chief marketing and communications officer, is responsible for shaping Digiday’s brand voice in content, marketing and promotions distributed across all Digiday platforms and managing a New York City-based marketing team.
“Our readers have come to expect a high-level, consumer experience, a step above the usual boring, corny and stale business media efforts,” said Nick Friese, Digiday CEO. “You’ll experience much smarter and more modern brand building and marketing from us as we move ahead, thanks to Paul and his breadth of experience.”
Prior to joining Digiday, Kontonis was the svp, strategy at Collective Digital Studio, a multi-platform digital entertainment company, where he developed the CDS brand and channel build business. He is president of the Global Online Video Association, holds numerous strategic and advisory board roles and has been a strong voice in the push for proper advertising, licensing, production, distribution and quality in online video.
Global Director of Emerging Media
Michael has worked at PR Newswire since 1998 where he works with staff & clients on advising / educating on how to best communicate messages in an emerging media world. He is a frequent speaker, author, commenter, and blogger on PR, Marketing, Social Media, and future trends.
Chief Content Strategist
Steve Rubel is Chief Content Strategist for Edelman, a leading global communications marketing firm with more than 5,500 employees in 65 cities worldwide. He is considered one of the leading experts on the evolving media landscape and the blurring lines between traditional and emerging channels.
Rubel is responsible for advancing Edelman's thinking on the entire media ecosystem and for helping clients develop new programs that blend paid, owned, and earned content strategies. He serves as a senior advisor to the firm's Executive Committee as well as its roster of clients.
Since joining Edelman in 2006, Rubel has served in a number of senior strategy roles. Early on, he helped evolve the firm's thinking on social media and the impact it would have on both media and marketers. More recently he played a key role in helping the firm shape its point of view on sponsored content / native advertising, which has helped Edelman accelerate both its paid media and content capabilities.
Rubel is also one of Edelman's most visible industry thought leaders. He was named by PR Week as one of 20 innovators who are having the greatest impact on communications and by Folio: magazine as "a go-to expert on the evolving media landscape.”
In this capacity he wrote a monthly column for eight years for Advertising Age. In addition, he has appeared as a featured speaker/panelist at hundreds of industry events over the last decade. Rubel is followed by over 90,000 people on Twitter (@steverubel) and by over 120,000 people on LinkedIn,where he is a member of their Influencer program.
Rubel is also host of the Content Convergence podcast (https://play.it/convergence) on CBS Radio's Play.it network. It unpacks how the best of the best get their message across in an age of infinite content options, but limited time and attention. He also represents Edelman on the World Economic Forum's Media, Entertainment, and Information Industry Partnership.
Senior Communications Manager
Fiorelli is Senior Communications Manager at Mashable, where she focuses on elevating awareness for the brand's premium content as well as spearheads its internal communications strategy. Since joining in March 2014, Fiorelli has driven coverage around Mashable’s growing international editorial operations, specifically generating buzz around the launch of new channels (such as Global News, Entertainment and Lifestyle) and highlighting the expertise of editors across the U.S., Australia, the U.K. and South East Asia. Through this work, she has helped position the brand as an authoritative voice in digital culture and innovative storytelling.
Prior to Mashable, Fiorelli helped manage media relations, influencer engagement and launch campaigns for a number of iconic global brands, including Starbucks and Hewlett-Packard. Her favorite part about working in media is the ability to inspire change through storytelling. Currently residing in Jersey City, Fiorelli can usually be found searching for the next best brunch spot (and subsequently browsing new workouts) or rooting for the New York Yankees.
Ken Wincko is the Senior Vice President of Marketing at PR Newswire, where he manages the company's global marketing strategy. He is also a member of the Executive Management Committee. He has more than 20 years of marketing, product and business development experience in bringing innovative marketing programs and solutions to market for both B2B and B2C organizations. Prior to PR Newswire, Ken held senior-level marketing and product roles at Dun & Bradstreet, ADP, Citigroup, and IBM. He is a frequent speaker at major industry conferences and has been covered in publications such as the Wall Street Journal, Alister & Payne, The Demand Gen Report, and Marketing Sherpa. Ken is an advisory board member at the CMO Council. Ken holds an MBA with honors from the Stern School of Business at New York University in Marketing and Information Systems, and an undergraduate degree in Accounting from the University of Notre Dame.