Publishing Executive to Present Content Marketing Services Lab at Content Marketing World 2015

Publishing Executive is excited to announce that it has partnered with the leading authority on content marketing to launch an educational lab to help publishers capitalize on the content marketing boom. In collaboration with the Content Marketing Institute, Publishing Executive will lead the Publishing & Media Lab at Content Marketing World in Cleveland on September 11th.

The Publishing & Media Lab will focus on how media companies can position themselves to meet advertisers’ growing thirst for branded content and drive new revenue. The Lab will be a full-day, in-depth dive featuring speakers from leading publishing companies such as Rodale, The Atlantic, and Adweek. Former CMW keynoter and marketing and sales whiz Andrew Davis will also lead a session on how publishers should revamp the way they sell products to better align with the objectives of content marketing.

“In nearly every conversation I’ve had with publishers over the past 12 months, marketing services have been noted as a significant and growing source of revenue,” says Publishing Executive editor-in-chief, Denis Wilson. “It’s clear to everyone that content marketing is a big opportunity. Our goal with this lab is to help publishers seize that opportunity.”

Right now, for a limited time, Publishing Executive readers can save $100 off registration using the code, Napco100. (Click here and sign up now.)

As traditional print and display revenue has languished, the growing appetite for content marketing is a bright spot for publishers. A recent joint study by The Content Council and AdAge indicates that the percentage of executive that have a “strong” or “extremely strong” commitment to content marketing (40%) has more than doubled in the last two years and is expected to nearly double in the next two. By 2017 it’s anticipated that content marketing will account for one third of overall marketing budgets.

Marketers also consistently indicate that creating quality, engaging content is one of their greatest challenges. And that’s where publishers come in. Publishers are perfectly equipped to deliver storytelling that resonates with consumers. Yet despite the opportunity, many publishers have struggled to make the strategic and organizational adjustments needed to meet the market opportunity.

The Publishing & Media Lab will offer tactical and strategic advice on how to drive revenue by developing scalable content marketing services. Speakers will share advice and lessons learned on how to revamp an organization in order to scale up content marketing services, taking into consideration the technology, workflow, and talent shifts that are often called for. Sessions will also explore the right and wrong ways to do native advertising, and of course, how publishers are cashing in on content marketing and selling these new services.

“The Content Marketing Institute is the ideal partner for this event,” says Publishing Executive’s Denis Wilson. “CMW represents the most cutting edge thinking on the wild world of content marketing and we’re thrilled to collaborate on a topic that presents great opportunity for our audiences.”

Publishing Executive and CMW have a long-standing partnership, having worked together to produce the Content Marketing Institute’s Content Marketing Master Class series, which helps marketers boost the effectiveness of their content marketing efforts.

The Publishing & Media Lab will take place within the context of the greater Content Marketing World, which is the definitive event for content marketing practitioners.

Register for The Publishing & Media Lab here. When you reach the “Registration Options” page during the registration process, be sure to select one of the following options:

  • All Access (Includes Main Conference, Workshop, and Industry Lab)
  • Industry Lab Only
  • Main Conference and Industry Lab
  • Industry Lab and Post-Show Video Access

Then select the “Publishing & Media” Industry Lab.


Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.


Publish date: June 23, 2015 https://dev.adweek.com/media/publishing-executive-content-marketing-institute-team-up-content-marketing-services-lab/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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