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Content Marketing Summit: Amplifying and Optimizing Impact
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Content Marketing Summit: Amplifying and Optimizing Impact

When: Thursday, July 19, 2018
7:30 AM
Where: University of St. Thomas - Thornton Auditorium
1000 LaSalle Avenue
Minneapolis, Minnesota  55403
United States
Contact: 952-564-3046

Online registration is closed.
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There’s a lot of content marketing — it can be overwhelming. This summit is for Minnesota PRSA members, non-member and other communicators — for novices to the highly skilled. This summit will have a strategy and tools approach by providing a framework, information about tools to use immediately, and ways to enhance content. It takes time and energy to do quality content marketing.

All sessions take place in the Thornton Auditorium at the University of St. Thomas in Minneapolis.

An agenda of the day is below; content and speakers will continue to be updated as available.

7:30 a.m. - 8:00 a.m. - Registration/Networking/Breakfast

8:00 a.m. - 8:10 a.m.  - Welcome/Overview/Sponsor Recognition

8:10 a.m. - 8:50 a.m. -  Morning Keynote: "The Content Marketing Operating System: How to Structure for Success.”

Scott Severson, president of Brandpoint and member of Forbes Agency Council

By the end of next year, content marketing is expected to be a $300 billion industry. A Gartner researcher even predicted that the practice will eventually become so ingrained in every marketing tactic, it will lose its meaning altogether, both overtaking and becoming marketing. Still, it remains a sticky concept for a lot of organizations. Wide adoption doesn’t always translate to wide success and companies who don’t treat content marketing as a core business function often end up with underwhelming results.

Scott Severson, President of Brandpoint, a content marketing and distribution agency, will provide a playbook for building a successful content marketing practice from the ground up and give you the tools you need to have a better conversation about content marketing at your organization.

8:50 a.m. - 9:25 a.m. -  Data Discussion: Translating Data Into Stories that Engage Management
The session will cover the role that data plays in content marketing. It isn't just about the content being created; in order to be successful, there needs to be a strategy that’s derived and refined based on analytics.

Moderator: Dr. Michael Porter, APR, University of St. Thomas
Speaker: Scott Litman, Co-founder and Managing Partner, Equals3
Speaker: Chris Spong, Digital Content and Marketing Manager, Nina Hale

Speaker: David Harman, Assistant Professor, University of St. Thomas

9:25 a.m. - 9:30 a.m. -  Break

9:30 a.m. - 10:20 a.m. -  Panel Discussion: Your Content Marketing Tool Kit: Providing Value
Find out more about tools -- white papers, infographics, video, blogs, website, email -- and how they’re being used. Gone are the days of using content marketing only to obtain email addresses; value needs to be provided. This session will cover analyzing your audience and providing the proper tools to reach them.

Moderator: Greg Zimprich, Director of Finance Communications, Medtronic
Speaker: Gregg Litman, Brand Content Manager, StoryTeller Media
Speaker: Christian Betancourt, Senior Director- Head of Digital, Brave New Media
Speaker: Stephanie Joranson, Senior Manager of Corporate Internal Communications, Medtronic.

10:20 a.m. - 11:10 a.m. - Say It Like You Mean It: How to get results (and win hearts) with an editorial approach to PR campaigns

Speaker: Erin Madsen, Vice President of Content at MSP-C

“You will only build an audience if you create an experience that, itself, demands an audience.” Robert Rose, The Content Marketing Institute

Makes sense, but the hard part is, HOW DO YOU DO THIS?

In four decades as publishers of Mpls.St.Paul Magazine and Twin Cities Business, MSP Communications has had to earn our readers’ trust. Our business survived and thrived on people paying to read our content. We bring that same sensibility and approach to all initiatives we plan and execute for our clients. Just WHY would the reader care? We help companies get there.

We are experts in audience-first content. Erin Madsen, VP of Content, will give a practical, hands-on presentation—an Inside-the-Editor’s-Studio-style talk about how to create content that gets into the heads, hearts, lifestyle and decision-making process of desired audiences. 

Topics covered will include:

  • What does it really mean to think audience first?
  • Brand (marketing) voice and editorial voice are different- they come from the same DNA but need to communicate to the reader uniquely.
  • Content isn't just about the words- it's about how the words, display copy, photographs, illustrations, and design work together (Content Packaging).
  • Doing less content, but doing it better-- making sure it is memorable, quality content.

11:10 a.m. - 11:15 a.m. -  Break

11:15 a.m. - 12:10 p.m. -  Panel Discussion: Social Media + Content

Moderator: Phil Davis, Director of Social Marketing, Ciceron Digital Media Group
Speaker: Christina Milanowski, Social Media Manager, Regis Corporation

Speaker: Arik Hanson, Principal, Principal, ACH Communications
Speaker: Kevin Hunt, Manager of Corporate Content and Channels, General Mills

12:10 a.m. - 12:20 p.m. -  Closing remarks


  • Members: $125
  • IABC Members: $125
  • Non-Members: $150
  • Students/Retired: $85
  • Minnesota PRSA Event Pass Holders: $85



Sponsorship opportunities are available; click here for more information!

Venue Sponsor:

Gold Sponsor:

Bronze Sponsors:

Minnesota PRSA 1660 Highway 100 South, Suite 500-309 Minneapolis MN 55416 Phone: 952-237-9258 Email:

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