What is High-Quality Content and How Can You Produce More of It?
“Have a marketing challenge? Whatever it is, someone has probably told you that the answer involves creating high-quality content. But what exactly does that mean? If you tell someone the solution is to “produce high-quality content,” you might as well have told them that the solution to their poor television advertising is to “create better advertising.” High quality content is an output. A solid strategy and implementation plan is what allows you to create the content that your audience needs and wants.
This panel will explore different types of content strategy, the resources needed to execute it, how different audiences define high-quality content and how to measure your success.
Networking/refreshments from 5:30-6 PM
Programs begins promply at 6:00
Steve Radick, VP, Director of Public Relations and Content Integration at BRUNNER, moderator. Steve is VP, Director of Public Relations and Content Integration at Brunner in Pittsburgh, one of the top independent advertising agencies in the U.S. He is also the current President of the Pittsburgh chapter of the Public Relations Society of America (PRSA). He is an industry-recognized consultant, blogger, speaker, and strategist specializing in the integration of PR and social media tactics into business strategies.
At Brunner, he’s responsible for creating and implementing integrated marketing strategies for clients including 84 Lumber, Huffy, Owens Corning, and Compact Power Equipment Rental. Most recently, he led the public relations efforts for AdWeek’s #1 Super Bowl commercial – 84 Lumber’s Super Bowl commercial, “The Journey Begins.”
Panelists include:
- Aaron West, WESCO. Aaron currently serves as the Digital Marketing Manager for WESCO Distribution, a $7.5 billion Fortune 500 company in the B2B distribution industry, where he leads WESCO’s entire online marketing strategy and a team of six. Aaron’s career has spanned a diverse set of experiences over nearly 10 years, ranging from startups with a handful of employees to global enterprises with 9,000+ employees to political campaigns, and everything in between. In his work, he strongly advocates inbound marketing – earning people’s interest in your company’s products or services, rather than pushing them on your customers. Aaron holds a bachelor’s degree in business administration from Carnegie Mellon University and an MBA from Robert Morris University.
- Evan Schall, Pittsburgh Penguins. Evan graduated from Point Park University in 2014 with a degree in Sports, Arts and Entertainment Management. He is currently the new media coordinator for the Pittsburgh Penguins, where he creates and distributes content for all Pittsburgh Penguins social media channels including Facebook, Twitter, Instagram, Vine, Pinterest, Periscope and Google+. Manages and operates penguins.nhl.com, which includes posting features and news stories, as well as day-to-day website maintenance, and works with the Penguins corporate sales team on partner integrated social media initiatives.
- Bill Vandermark, ANSYS. Bill has worked in various segments of the high-tech industry in Pittsburgh for almost twenty years. He’s spent time in and around marketing with dot.coms, academia, and healthcare. Working over the last eight years at ANSYS, he’s seen engineering simulation do amazing things. As the digital marketing manager, his team interfaces with colleagues all over the globe to ensure a consistent web presence, adherence to privacy and spam laws, and pushing the (digital) envelope in terms of marketing communication.
