Content Marketing Metrics: Justifying Content Marketing Spending

Opening – September 6 |   Sessions – September 7 |   Sessions – September 8


Content Marketing Metrics: Justifying Content Marketing Spending

Thursday, September 8 – 9:45 AM

In this session, we’ll discuss how to measure and generate a positive return on your content investment. Your content should be multi-channel to generate a positive return on investment for your content strategy as customers use multiple sources (i.e. online, social, print, mobile and broadcast) to consume information and content. In fact, they typically use several content sources before making a purchase decision. We will discuss how to integrate media platforms while matching the appropriate content to the media platform to take advantages of the strengths and weaknesses of each. Keeping in mind the business objectives of your content plan, we will discuss best practices on how to measure the effectiveness of each platform with marketing analytics. You’ll hear how companies are measuring ROI across print, online, mobile, social and more.



Jay BaerJay Baer

Author, The Now Revolution

Jay Baer is a tequila-loving, hype-free social media strategist who helps major corporations and their agencies harness the power of the social Web. The founder of five companies, he’s worked with more than 700 brands since 1994, including 26 of the Fortune 1000. His blog Convince & Convert was named the world’s #3 social media blog, and #4 content marketing blog by Junta42. He’s the co-author of the smash book, The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social.

Shaku SelvakumarShaku Selvakumar

Worldwide Strategist – Web and Social, IBM Software Group

Shaku Selvakumar is the World Wide Lead Strategist for Web and Social Media for IBM WebSphere. In this role, she is responsible for envisioning and implementing web and social media marketing strategies that favorably position, drive awareness and generate demand for the WebSphere brand. Prior to this, she was the World Wide Go To Market lead for SOA and Smart Work within the EBF program at IBM where she was responsible for translating broad messaging and marketing objectives into targeted, executable, recommendations to help geographies deliver on their revenue objectives. Shaku brings an ability to successfully highlight the USP and collaborate successfully with an extended ecosystem of stakeholders using high impact integrated marketing and social media tools to drive demand generation and impact corporate goals. Previously she handled the marketing integration for the Webify acquisition at IBM and covered product marketing and communications by brand and industry. Shaku was recognized by IBM as a top performer and selected to join the company’s exclusive Leadership Development Program. She has also received awards for marketing leadership, teaming for performance and innovation.

Cameron BrownCam Brown

CEO, King Fish Media

Cam is the founder and president of King Fish Media, a Boston-based custom media company responsible for pioneering the idea that companies can own and become their own media channels. This philosophy is the basis on which he has built his roster of leading b2b and b2c brand clients.

Cam spent the majority of his media career designing and managing large-scale, multi-platform custom marketing solutions for B2C and B2B brands across markets, including technology, healthcare, financial services, automotive, and consumer electronics. He now applies this expertise to his work with King Fish clients, specifically in the areas of customer acquisition, retention and sales strategies. He also provides marketing consulting to the investment and venture capital communities, with an emphasis on emerging companies.

Prior to launching King Fish Media in 2001, Cam spent 25 years working in various facets of the media, including print, interactive, video, live events, and marketing/advertising for industry leaders Arnold Communications and The Robb Report. At Ziff Davis Media, Cam founded and headed the first ever custom media business unit.

Lynne EsparoLynne Esparo

VP Marketing, Nuance Communications

As a marketing and sales professional with over 20 years of experience I have honed a “customer-needs focus” to marketing. I pride myself on the ability to develop and deliver strategic marketing messages through integrated programs that generate optimal results. I value working closely with sales organizations in order to align marketing programs with their goals and objectives. My area of specialty is event marketing and communications, although my diverse background allows for a holistic approach to customer and prospect experience optimization.

Corporate experience includes senior marketing roles at companies like PictureTel, Forrester Research, Lotus Development, ATG and Nuance Communications. Product area expertise includes: enterprise software solutions for CRM, videoconferencing, telecommunications, research firm and advertising agency. In addition, I started and managed my own events planning business and have produced high profile events for clients such as CMGI, Centra Software, Nuance Communications, and IBM/Lotus Development.

Gordon PlutskyGordon Plutsky

Director of Marketing and Research, King Fish Media

Gordon Plutsky is the Director of Marketing and Research at King Fish Media where he partners with clients on their marketing strategy and manages the social media, market research and measurement/analytics aspects of the program. He also writes and edits the King Fish Think Tank blog and is a regular contributor to sites such as to Chief,, iMedia Connection, Media Post and Marketing Profs.

Previously, he was Group Marketing Director for the CMP Channel Group (now Everything Channel), responsible for marketing CRN, VARBusiness,, face to face events and webcasts.

Prior to CMP, Gordon was Executive Director of Marketing and Research at Ziff Davis Media, where he headed the marketing and research function of PC Magazine, eWeek, and Smart Business. Earlier at Ziff Davis, he was the Marketing and Research Director of PC Magazine and managed market research for PCWeek.

Gordon has a B.S. in Psychology from the University at Albany, an MBA from Northeastern University and completed Stanford Business School’s executive education program in marketing management. Plutsky lives on the North Shore with his wife Susan.

Back to September 8th Agenda