Speaker: Michael Pranikoff, Global Director, Emerging Media, PR Newswire

Getting your audience to take your desired action in a content marketing program can be riddled with speed bumps along the way. Today's buying journey is heavily dependent on discoverability, peer and influencer recommendations, and trust. Therefore, successful content programs require careful development and a steady promotion of targeted messages to new and existing audiences to generate ongoing visibility and engagement. Adding some horsepower behind your content through a mix of owned and paid distribution channels is the key to getting your messages discovered by new audiences - and not just the ones you've already acquired.

This interactive panel will discuss how leading brands are revving-up their content engines to drive brand messaging into new audiences and ensure they stay on course.

Take-aways:

• What to do after you've created your calendar and plotted out your channels
• How to adapt when your content marketing experts leave or changes in overall expert arsenal
• How to develop a customer perspective in order to drive community engagement
• Ways to accelerate content promotion