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How can marketers adjust their methods of designing effective content in order to hit the moving and ever-evolving target that is the modern web user? Netizens have become much more sophisticated in communicating with peers and in deciding what content is worth paying attention to, and content - from instructional to entertaining to persuasive - how has a higher bar to hurdle.

Over the past 20 years, concepts like the 3 Cs (Content, Context and Community) have attempted to explain consumer behavior, but these structures always acknowledged that Content was the main attraction for the "eyeballs” of the marketplace. Now, the pivot toward social media online has established Community as a primary driver of online behavior, making for savvier consumers and more competition for their attention. Delivery and presentation of content must rely on knowledge about the audience.

Join us as our panelists consider questions like:

  • Who is excelling in content marketing right now?
  • Where does good content come from?
  • How fast does a marketing department have to move to keep up with changing tastes?
  • What kinds of businesses are best at content marketing?

 

About the Panel:



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C.C. Chapman
C.C. Chapman is a leader in the online and social media marketing space. He is an avid photographer, author and keynote speaker. His most recent book (with Ann Handley) Content Rules, is a best seller that explains how companies can create remarkable blogs, podcasts, webinars, ebooks and more. His next book, Amazing Things Will Happen, hits store shelves in November. C.C. is an advocate who speaks about building passionate consumer communities, and the strategic values of content-based marketing. He is the host of Passion Hit TV and the founder of Digital Dads. C.C. is a graduate of Bentley University and happily lives in the woods outside of Boston with his loving family.
 
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Ann Handley
Cited in Forbes as the most influential woman in Social Media and recognized by ForbesWoman as one of the top 20 women bloggers, Ann Handley is the Chief Content Officer of MarketingProfs, which provides business marketing know-how for more than 420,000 subscribers. She is the co-author of the bestselling book on content marketing Content Rules: How to Create Killer Blogs, Podcasts,Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, 2011) (www.contentrulesbook.com) as well as a monthly columnist for Entrepreneur magazine. Content Rules was just released in paperback in May 2012. Prior to MarketingProfs, Ann was the co-founder of ClickZ, one of the first sources of interactive marketing news and commentary. Prior to that, she spent 12 years as a business editor and writer for both local and national trade and consumer publications, including the Boston Globe and those magazines in the back pockets of airline seats. For more, please visit MarketingProfs.com or her rarely updated but highly entertaining personal site, AnnHandley.com. Follow her on Twitter at http://twitter.com/MarketingProfs.
 
 
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Maggie Fox, Moderator, Social Media Group

Maggie Fox is the founder and CEO of Social Media Group, established in 2006 and one of the world’s most highly respected  independent agencies helping business navigate the socially engaged Web. Pioneers in their field, Social Media Group has developed social media strategies for some of the best-known brands in Europe and North America, including; Ford Motor Company, SAP Global Marketing, Norwegian Cruise Line, 3M and Thomson Reuters. Maggie has been interviewed about social media by The Washington Post, CBC Radio, The Globe and Mail, CBC News, CTV News, AdAge and The Financial Post, among others. She was also named one of the Top 100 Marketers in the 100th anniversary edition of Marketing Magazine and sits on the Board of the Empire Club of Canada.