Speaker: Bruce McDuffee, Content Director, Digital Aviation Division, Boeing

Guest Speakers include:

• Marilyn Cox, Marketing Principal, Oracle
• Rick Neiman, Global Director, Digital Marketing, Avery Dennison
• Karen Primm, EATON
• Michael Turner, Senior Manager, Lead-to-Revenue Marketing, Textron Aviation

This industry lab is the perfect choice for marketers in the industrial manufacturing space trying to take their content marketing strategy to the next level. This interactive workshop includes the following agenda:

• The importance of having a solid foundation based on strategic marketing fundamentals
• Why educational marketing works where product marketing fails
• Working Group - Find your sweet spot for target audience engagement
• How to get started with a content marketing based strategy
• Working Group - Build your implementation plan

Along with finding the tools needed for sustaining a content marketing program:

a. Marketing automation - Email, landing pages, forms, activity monitoring, database maintenance, lead management, nurturing, measurement.

b. Optimized web site

c. Webinar platform

d. Content management/curation tool

e. Podcast software and hardware

f. Social media accounts