Content Strategy Virtual Summit
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This three-hour virtual summit will detail how you can update and upgrade your content plans, brand journalism reach and ROI, featuring content marketing and brand journalism experts Ryan Petersen (CDW), Sarah Luden (Dell) and Kelly Ahern and Robin Lord, who launched Cape Cod Healthcare's robust new content platform.
What you’ll learn:
- Key elements of a powerful content strategy
- How to build a brand journalism news site that reaches broad audiences without relying on mainstream media outlets
- How to launch new social media channels to support your corporate storytelling—and reach wider audiences where they live
- How to determine what audiences want to read, watch and share—based on customer journeys or audience personas
Sarah Luden is a global communications consultant at Dell in its IoT (Internet of Things) program. She has served in a variety of other roles at Dell, including global education communications, communications senior advisor, communications senior analyst and communications senior advisor on Dell's social media and reputation team. Through her various roles, she co-founded the signature Dell Customer Advisory Program (CAP Days) and the Dell Social Think Tanks program, which bring together vocal online experts for open, interactive discussions on products, services and industry trends. Prior to Dell, she worked with Cohn & Wolfe and GCI Group.
Ryan Petersen is the senior manager of content marketing at CDW. He believes in the power of storytelling and the value it brings to brands, and he has used that philosophy to lead the strategy and integration of a multifaceted, multimedia, multi-segment content marketing program for CDW, a leading provider of technology solutions for business, government, education and health care in the United States, Canada and the United Kingdom. Through his passion, innovation and expertise, he's developed a program once focused solely on print publications to a best-in-class, award-winning, multi-channel program.
Kelly Ahern is the digital marketing and social media specialist for Cape Cod Healthcare, where she manages its social media presence, as well as the day-to-day operations for CCHC's brand journalism site, CapeCodHealthNews.com. Working alongside communications director Robin Lord, she coordinates the site's weekly newsfeed and special edition feeds, which are delivered to over 60,000 subscribers. Kelly also applies content origami best practices to maximize the reach and visibility of the site's health new stories and patient testimonials. She enjoys digging into the metrics and employing new techniques to increase engagement among Cape Cod Health News readers.
Robin Lord is the communications director at Cape Cod Healthcare and managing editor of CapeCodHealthNews.com, where she manages a team of freelancers and subject matter experts in creating and posting timely health care news and content, including helpful health-related articles and videos. The outlet is the first brand journalism site for a health care system in New England. She also manages the site's social media channels. In addition, Robin oversees the company's media relations program, assisting members of the media who are looking for medical information or who would like to interview medical experts or arrange video-recording and photo sessions