Creating a Powerful Content Strategy: Best Practices for Brands and Organizations
Join the AMA Hampton Roads on Thursday, September 14, 2017 for our Peninsula speaker luncheon with guest speaker Kathy Baird, Managing Director of Çontent+Social, Oglivy at the Stryker Center in Williamsburg. Registration will close on September 11th. Register to sponsor a table for 6 at the AMA Hampton Roads member rate, which includes logo placement and recognition at the event. Please note our earlier start time at 11:45 AM.
Creating a powerful content strategy requires planning, data, insights and creativity. Good content is only half of the equation. How, where and when you use it is equally important in generating real results. In this session you’ll learn about the best practices brands and organizations need in order to be more strategic about content.
- Understanding why and how implementing a content strategy benefits your brand
- Learning practical tips to ensure you’re following best practice
- Reviewing case studies from brands and organizations with relevant takeaways
Kathy joined Ogilvy in 2013 as serves as the Managing Director of Content & Social, North America. Kathy oversees large integrated programs that incorporate digital and social channels across the disciplines of reputation management, public relations, marketing and advertising. Her client experience at Ogilvy includes integrated strategy for Five Guys, MetLife, Intel, State Street, McGraw Hill Education, Mozilla Firefox, CSL Behring, Merck, Blue Cross and Blue Shield, BP, DuPont, Cree, Motorola, UN Foundation and USAID among others. She also sits on the board and serves on the Executive Committee of the Word of Mouth Marketing Association (WOMMA), and is the chair of the PR Council’s New Media Committee.
Prior to joining Ogilvy, Kathy worked at FleishmanHillard where she led the integrated marketing team and some of the agency’s largest global integrated accounts. Her client list included Visa, Inc. where she led digital marketing and reputation initiatives across consumer, small business and corporate audiences a trade association-based issues campaign for the snack foods industry and a $20m paid media program for an energy association. Additional clients included Frito-Lay, Bloomberg, Booz Allen Hamilton, Sandoz, National Confectioners Association, Federal Trade Commission, Smithsonian Institute and Saudi Aramco among others. She also worked at Mindshare Interactive Campaigns where she led digital strategy programs for Easter Seals, Human Rights Campaign, UNICEF, Georgetown University, Pfizer and Novartis. Her work has earned several awards, including the Cannes PR Lion Shortlist Award, American Marketing Association M Award, the Pollie Award, and the Addy Award. Kathy has also held global positions at several telecommunications companies, including MCI, WorldCom, UUNET, and WorldSpace, where she managed and executed large-scale branding and online marketing programs. These included digital crisis communications through the WorldCom bankruptcy, the development of corporate Web strategy, e-commerce, and online account management, as well as several large global rebranding initiatives, including the rebrand of WorldCom to MCI post-bankruptcy.
Kathy is the co-founder of The Unified Scene Theater, an improv comedy studio in Washington, DC. She is also a Board Member Emeritus of Story District, a Washington, DC based storytelling organization. Kathy earned her Bachelor’s degree in Political Science from The George Washington University, and an International Master’s degree in Business Administration from Georgetown University. Kathy has been an adjunct professor for Digital Strategy, Integrated Marketing Communications and Leadership at Georgetown University for the Public Relations and Corporate Communications Graduate School, creating the school’s first digital strategy curriculum and teaching classes at the University since 2008. Kathy is Lakota/Oneida, a member of the Rosebud Sioux Tribe of Indians and a member of the Native American Journalists Association. She studied theater at the American Academy of Dramatic Arts in New York City. In her spare time she enjoys music, storytelling, improv comedy and fitness activities.