Content marketing is a marketing technique that had recently seen a jump in employment by firms and business to distribute relevant and valuable information about their products or services to consumers to potentially and hopefully engage them to take action.

The goal is to establish a communication relationship with customers in the hopes that by providing them with the most relevant and valuable information they will ultimately return the favor by providing us with their business and loyalty.

In the past few years content marketing has surged onto the scene and into the minds and budgets of virtually all marketers and PR professionals. Since all brands are now recognized as publishers, their subsequent Facebook and Twitter feeds are populated by relevant and valuable content. Since PR pros are the original content creators, an opportunity exists for them to differentiate their profession and expand their services through content marketing programs.

Attendees will be able to gain knowledge from expert panelists who have successfully employed content marketing strategies. They will discuss how to build owned media programs that will feed more sophisticated content marketing platforms, as well as provide ideas for working with their clients to integrate content marketing programs within the boundaries of their business processes and objectives. Panelists will also inform attendees on various digital channels available for content marketing and how each can play a role in the development of a comprehensive strategy by targeting the features and merits of the most popular open source and proprietary content delivery systems that support such strategies.

In addition, attendees will learn:

  • Trends on content marketing and PR
  • Ways in which PR professionals can differentiate themselves and their firms by employing next generation techniques
  • Measurement methods that will more clearly establish ROI
  • Ideas for how to capture a greater share of the marketing budget through content marketing
  • Examples that can be shared with colleagues to illustrate opportunities provided by content marketing

Panelists include:

Bruce Namerow is the founder and president of Interactive Strategies, a DC-based interactive media firm. Before founding Interactive Strategies, Bruce gained experience from Brivo Systems, Threespot Media, and Magnet Interactive / AKQA. He will illustrate content marketing strategies by reviewing case studies from his own experience.

Michael Laxineta is a content marketing executive and president of Custom Briefings, a Bulletin News company. He has previously worked with corporations such as CustomWorks Media Group LLC, TMG Custom Media, and Tribune Media Net.

Danny Selnick is the co-chair of the Professional Development Committee of the National Capital Chapter of PRSA, as well as the Vice President for The Public Policy and LatinoWire services of Business Wire. Danny is a 25+year veteran of the industry who has previously worked for corporations such as IBM Ring 50, and the National Press Club.

Event Date: Wednesday, June 19, 2013 – 8:00am to 10:00am, to register, visit

Cost: $35 PRSA and WWPR Members, $55 Nonmembers, $10 Students/Retirees, $10 additional at the door

Location: U.S. Navy Memorial & Heritage Center, 701 Pennsylvania Ave., NW Washington, DC  20004

Metro: Yellow/Green lines – Navy Memorial/Archives, For directions/parking, go to


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