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Content + Publishing: Beyond Creative

Date:3/25/2021

Time:2:00 PM EDT/11:00 AM PST 

Duration:60 minutes 



Recognition that content is crucial for all brands is nothing new. The keys to impactful content, however, continually evolve. Inasmuch as content creation is an enormous part of today’s comms function, staying ahead – let alone up to date – on best practices is essential.

Of course creativity is a main ingredient of successful content. But it’s so much more than that. With whom do you work on the content? What format is best? Where does it live? When should it be distributed? Is less-polished content actually more effective now?

If your goal is to provide content that meets and exceeds your audience’s needs and expectations, the decisions you make regarding the publishing of that content are just as important as the ones you make regarding the creation of that content. And oftentimes, those latter strategies prove even more elusive to master.

The answers and counsel you seek will be provided in this webcast presented by Hill+Knowlton Strategies.

During these 60 minutes, lessons will be plentiful on topics such as:

-From publishers to influencers, identifying the best content partners
-Long form or snackable. Video or audio. What format works best?
-Owned, earned, paid or shared? Which channels provide the best and broadest reach for your content?
-Interpreting data to drive the best content and publishing decisions
-How the last year has reshaped the content + publishing conversation
-And much more

Speakers:
-Mark Truby, CCO, Ford
-Vikki Chowney, global head of content and publishing, Hill+Knowlton Strategies
-Ellen Gerstein, senior director of content and employee engagement, Pfizer
-Kevin Smith, commissioning editor/VP, Hill+Knowlton Strategies

Speakers

Mark Truby

CCO

Ford

Mark Truby is chief communications officer, a position to which he was appointed May 22, 2017. At that time, he also was elected a Ford Motor Company officer. He reports to Jim Farley, Ford CEO. Truby leads all of the company’s global communications and public relations activities. His role includes building the company’s reputation globally and helping to lead communications that reach Ford’s external and internal audiences, including customers, employees, dealers, suppliers, news media, communities, governments and policy makers. Truby joined Ford in 2007 as director of global corporate communications. He has also served as communications director for Bill Ford, vice president, Communications, Ford Europe, Middle East and Africa, and most recently, vice president, Communications, Ford Asia Pacific. Prior to joining Ford, Truby was an award-winning reporter and editor at The Detroit News. Born in 1970, he is a graduate of Marshall University in West Virginia.

Vikki Chowney

global head of Content + Publishing

Hill+Knowlton Strategies

Vikki has spent more than 13 years building and leading digital content teams, from strategy to production, social media management, influencer outreach, brand partnerships and UGC. She leads H+K’s team of Content + Publishing experts around the world, focusing on who we create content with, what format that takes and where it lives. This means leading strategically-important client projects, taking learnings from across its international client base and sharing best practice, empowering teams to bring this to life locally. Now based in New York, she was previously at H+K London, defining the agency’s approach to the Content + Publishing Strategy discipline, starting its Data + Analytics team and leading work for Campari, Huawei, Intel & more. She was Director of Brand Partnerships at Conde Nast Britain, helping the iconic publisher build a centralised agency model, and before H+K held dual roles at Creston Unlimited group - Head of Agency for Things Unlimited and Head of Social for TMW Unlimited. Throughout this time her team worked across 35 major brands within Unilever, Activision, McCain Foods, Unilever, Reckitt Benckiser, Virgin Trains, Infiniti, Canon & more. Vikki is a former journalist. She's written for Contagious, The Guardian, Marketing, Marketing Week, new media age, Econsultancy and was a G20Voice blogger for Oxfam at the G20 Summits in London & Pittsburgh. She also worked in-house as Content Editor for the Jaguar Future project - created by Jaguar to tell the stories behind the C-X16 concept car. She was placed on PRWeek’s Power Book for 2018 & 2017, The Drum’s Social Buzz Top 50 and Homes Report’s Innovator lists, speaks regularly at industry events, and curates great examples of brand content at ContentWins.co.uk

Ellen Gerstein

Senior Director, Content & Employee Engagement

Pfizer

Ellen Gerstein is a seasoned marketing and communications professional with over 20 years of experience leading programs that build brand reputation and consumer loyalty. Currently she leads digital communications and social media at Pfizer, Inc., where she and her team uncover stories that put a human face on the work being done in the organization and turn it into impactful content that engages diverse audiences across the digital space. Ellen also launched Pfizer’s first employee engagement platform, allowing colleagues to “lead the conversation” and share stories of their work in social media. Prior to Pfizer, she held leadership positions at Hachette Book Group, Save the Children, and BlogHer; however, her most cocktail party-conversation-worthy role was For Dummies Brand Manager (yes, the yellow and black books) at Wiley Publishing. She lives outside NYC with her human family and pandemic puppy Abby Wambark. Twitter and Instagram - @elleinthecity LinkedIn.com/in/ellengerstein

Kevin Smith

commissioning editor/VP

Hill+Knowlton Strategies

Kevin Smith is a Commissioning Editor/VP at Hill+Knowlton Strategies, working on the Ford, Spotify, and adidas accounts. Kevin is based in New York and has 10 years of editorial and consumer media experience. Most recently he worked at VaynerMedia’s ONE37pm, a Gen-Z and millennial-focused upstart. At ONE37pm, he developed and implemented a robust SEO content strategy that increased organic search traffic by 227% in six months. Before that he was a senior editor at BuzzFeed holding a variety of roles centered around lifestyle and high-volume traffic content. Other places he’s worked include: Elite Daily, Business Insider, Complex, and The Boeing Company.


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