Beyond the Buzz: The True Power of Content Marketing

Speakers: Hugo Guzman & Kevin Gibbons

Moderator: Laura Lippay

Great content marketing is about creating something different and remarkable.  This isn’t easy to do, but it’s well worth it, and the only real way to build a presence online that has a strong foundation.

In a world where quick results are expected and buy-in is often harder to get for longer-term strategies, the ability to verbalize and demonstrate the efficacy of content strategies is essential. This panel will share examples of the long-term benefits of content strategy, as well as how to convey these benefits to decision makers.

Hugo will lay out a road map for achieving that “green light” status when working with a big brand, both for in-house marketers and agencies that work with big brands.  He will share insights into the importance of convincing traditional marketing execs on the value of creating non-promotional/non-commercial digital content.

Kevin will speak in detail about the content strategies that drive new business for BlueGlass and our clients, illuminating the nuances and challenges that come from a  marketing strategy that is built almost completely on content. More specifically, what it’s like to utilize content strategies not only to position a services-based business as a thought leader in the marketplace, but also how to drive immediate and well-qualified leads.

Hugo Guzman, Sr. Manager of Online Marketing at HSN

Hugo is an online marketer with nearly a decade of experience working with everyone from startups to Fortune 100 corporations.   One of the best things about Hugo is his massive enthusiasm for what he does, and his ability to get others excited (this is why we invited him to speak!).  As the Senior Manager of Online Marketing at HSN, Hugo will speak directly to the challenges and techniques that can be utilized to help achieve buy-in for content-focused initiatives.   Hugo has insights on methods of being proactive and progressive both as an in-house marketer, but also as a consultant and professional with experience inside agencies. We’re enormously excited to welcome Hugo to speak and contribute his depth of experience to the conversation!

Kevin Gibbons, Managing Director at BlueGlass UK

Kevin has been involved in search since 2003, beginning life as a developer at a web design agency. Following a strong introduction into the world of SEO, he founded SEOptimise in 2006, building them into an award-winning, leading search agency in the UK. He later switched focus by founding content marketing agency Quaturo, before teaming up with BlueGlass in November 2012.

At BlueGlass UK, he is responsible for building and growing the team – with a key focus on marketing BlueGlass in the UK by frequently speaking at industry leading conferences, writing for high-profile blogs and has been featured in UK media publications such as The Guardian and The Drum.

Laura Lippay, President at How’s Your Pony

Laura has focused on content marketing strategy, cross-channel marketing, social media and SEO for Fortune 500 & 1000, enterprise and mid-sized businesses for over 10 years.  Her online marketing consultancy (How’s Your Pony) uses brand and competitive intelligence strategies. Laura’s web development background lends a unique technical balance to her perspective on internet marketing, bridging gaps between content marketing and development teams. As a member of the World Future Society, and an advisor to various online endeavors, Laura is the perfect addition to this session.