Dec. 10-11, 2019
New York City

An event for internal communications, external communications and marketing pros, whether you’re content curious or content obsessed.

#RaganWriting

Join us in New York City to learn the new writing, video and visual storytelling best practices for grabbing your audience’s attention and refusing to let go. Learn to inspire meaningful action with powerful prose, vivacious video and incredible infographics.

Your content says a lot about you. What message are you sending?

What you’ll learn:

  • How to tell stories that capture audiences’ imagination—and illuminate your value proposition
  • Creative ways to make potent videos without breaking the bank
  • Practical tools and takeaways for creating infographics in-house
  • How to emphasize executives’ strengths and minimize their weaknesses through speechwriting
  • Ways to harness user-generated content to reward and connect with your biggest fans
  • Smart tactics for making evergreen content that stays relevant for months or years
  • Essentials of must-read stories—and how to master them
  • How to leave vanity metrics behind on social media and score true engagement

Hosted by:
Hosts
Presented by:
Presenters
Don't miss this unique opportunity!

AGENDA
Pre-Conference Workshops
Tuesday, Dec. 10
9–10:45 a.m.
6 ways to take your storytelling to new heights

Brand journalism is changing the way organizations tell their stories, internally and externally. Today, more organizations are converting their press release graveyards to storytelling sites, or better yet, reorganizing their newsrooms and launching separate storytelling platforms. Brand journalism helps organizations rise above the clutter of content on the web. But you have to keep evolving, just like all the other publishers fighting for a piece of the audience. To stay in place is to lose ground. In this session with Ragan Consulting Group co-founders Mark Ragan and Jim Ylisela, you’ll explore six ways to elevate your storytelling.

You’ll learn about:

  • Breaking your own news. Pitch the story, not the press release.
  • Using your special access. People love behind-the-scenes stories. Where can you take us that no one else can?
  • Tracking trend stories. Want national coverage? Identify a trend and your place in it.
  • Mining your data. You’re sitting on a treasure trove of stories. Dig them out.
  • Sharing opinion. Showcase your leaders and experts with thought-provoking content.
  • Spreading news of the weird. Find the fun and quirky items and blow up social media.
Mark Ragan
Owner
Ragan Communications
Read bio
Jim Ylisela
Co-founder
Ragan Consulting Group
Read bio
11 a.m.–1 p.m.
Writing for SEO: Structuring content to read well to algorithms and humans alike

Keyword stuffing is an extinct, dead and buried, defunct and out-of-date strategy. Yet writing for search engines like Google—and for searchability within one’s own website—still matters. How can communicators structure their writing so that humans and search engines can easily find and consume what they have to offer? In this session, Laura Creekmore, director of taxonomy and content strategy at Syndigo, presents strategies for structuring information for ease of use by people and machines. You’ll learn how to think like an algorithm and classify information so it can be found online and easily consumed by your audience.

Attendees will learn:

  • How to write content that works with algorithms to deliver better search rankings
  • Strategic ways to structure content for a digital environment
  • Writing exercises to force yourself to think about information structure
  • Ways to tag and classify content for readability by humans and machines
Director of taxonomy and content strategy
Syndigo
Read bio
1–2 p.m.
Lunch on your own
Main Conference
Tuesday, Dec. 10
2–2:50 p.m.
OPENING KEYNOTE
3–3:50 p.m.
PANEL
How to create amazing content without breaking the budget

Content is increasingly the first contact your audience has with your organization. With greater competition for eyeballs, creating content that stops scrolling and inspires action is more difficult —and more important—than ever. How can small teams with limited budgets create a content team within their own walls that makes masterful blog posts, video, visuals and infographics with flying colors? In this session our panel of creators and communicators address the challenge of creating powerful content that does more with less.

Participants will learn:

  • Simple tools and inexpensive equipment for creating more with less
  • How to find brand ambassadors and inspire user-generated content
  • How to make the most of evergreen content
  • How to produce and distribute video, podcasts and infographics without limitless resources

Speakers to be announced

4–4:45 p.m.
How to pull off amazing video without breaking the bank

Video can be incredibly engaging. Done correctly, it’s the single most effective communication tool at your fingertips to get through to your audience. Screw it up, though, and video can be the single most expensive waste of time you’ve ever embarked upon—and it will turn off that same audience. Sound familiar? Then this session is for you.

In this session, you’ll learn:

  • How to read key metrics to determine if your video is working or not (Hint: It’s not about the views)
  • How to think about video’s place in the ever-changing social media landscape
  • The four main reasons a video falls flat (and how to fix them)
  • How to convince execs that “more video” is not an effective strategy to pursue
  • What video trends are here to stay, and which ones are a fool’s errand
Head of video production, affiliate consultant
Ragan Consulting Group
Read bio
5–5:30 p.m.
Design and publish infographics that get results

Infographics are powerful communication tools that should be in every marketer’s toolbox; however, most are poorly designed and never fulfill their potential. Engaging infographic designs that capture your audience’s attention employ best practices from both design and storytelling. Compelling design is just half the battle, though; next you must publish, promote and share your infographics across your key communications channels—including your website, social media, blogs and mainstream media. This session will walk you through the best practices for infographics design and the techniques for optimizing your infographics for SEO and social media.

In this session, you'll learn:

 

  • The process for infographics design
  • Best practices for infographics design (and some common mistakes)
  • Common tools used for data visualization and infographics design
  • Crucial design decisions for creating successful infographics
  • Key steps to publishing and promoting your infographics
Instructor, infographics design
Southern Methodist University
Read bio
Wednesday, Dec. 11
9–9:45 a.m.
OPENING KEYNOTE
Writing to persuade: How to influence action with effective writing

Journalists receive dozens, if not hundreds, of pitches every day. Employees are preoccupied with the many tasks at hand. How can PR and internal communications professionals cut through the noise and tell stories that are timely, surprising and human? In this session, Trish Hall, a veteran features and op-ed editor at both The New York Times and The Wall Street Journal, will show attendees how to bring stories to life in ways that influence action.

You’ll learn how to:

  • Be succinct, truthful and efficient
  • Be surprising and say a lot in email subject lines
  • Know your audience and speak directly to them
  • Play on feelings to earn trust and inspire action
  • Write conversationally—but not so casually that you look sloppy
Author, “Writing to Persuade”
Read bio
10–10:45 a.m.
Panel
Irresistible social media content that reaches organizational goals

There is no lack of great content on social media. More organizations are producing more content and putting more of a budget behind their work. How can organizations find the audiences they want and persuade them to engage with, click and consume their content? How can social media professionals go from engagement to action in ways that promote business objectives? In this session, our esteemed panel of social media professionals addresses some of the biggest challenges in social media content creation and distribution.

Participants will learn:

  • Content that flourishes on Facebook, Instagram, LinkedIn, Twitter and more
  • The most important metrics for success on each platform
  • How to break through the boredom barrier and achieve real engagement
  • Ways to use content to achieve greater organizational goals
  • Tips and tricks for maximizing paid social media spend—while complementing organic content
No Headshot
Head of social media
Siemens Healthineers
Read bio
Director of social media
Nickelodeon
Read bio
Senior content specialist
Mastercard Center for Inclusive Growth
Read bio
10:55–11:40 a.m.
Content that converts: How to earn hearts, minds and ROI through in-house media production

Cleveland Clinic is a world-renowned medical institution, and its content is just as remarkable. Through captivating stories and content experiences, Cleveland Clinic built its blog from scratch to 7 million views per month. In this session, Amanda Todorovich, senior director, health content at Cleveland Clinic, shares some of the secrets to Cleveland Clinic’s success, and how you can apply its lessons to your organization.

You will learn:

  • How to draw eyeballs to your corporate blog
  • How to design clickable infographics and interactive content experiences that tell your organization’s story
  • Ways to use data to earn the respect and support of senior leadership
  • How to turn your website into a revenue-generating entity in itself
Director of content marketing
Cleveland Clinic
Read bio
11:45 a.m. –12:15 p.m.
Speaker to be announced
12:15–1 p.m.
Lunch on site
1–1:45 p.m.
Finding compelling stories and translating them into impactful media coverage

Creating sincere content to engage your community can be difficult as more consumers look to draw meaningful connections with the brands they choose to support. Yet in many cases, organizations need look no further than their own customers to find some of the most compelling stories to connect with and grow their community. Jonathan Fine, head of global brand communications for Spartan Race, will illustrate how the company identifies, creates and shares content around the inspirational stories of its community across owned channels, and how it maximizes the content for regional, national and global earned media exposure.

You’ll learn:

  • How to uncover powerful stories within your community
  • How to share inspirational stories that engage, empower and grow your community
  • How to harness the passion of your customers and use it to generate earned media coverage that drives your mission forward
No Headshot
Head of global brand communications
Spartan Race
Read bio
1:55–2:30 p.m.
How PR pros can write (and think) like journalists

PR pros have always battled to catch reporters’ attention and secure media coverage. As newsrooms keep on shrinking, the fight gets even tougher. In their press releases and email pitches, PR people must appeal to publications’ readers if they want their stories to grab headlines. Colleen Newvine, product manager of The AP Stylebook, has been a newspaper reporter and editor on the receiving end of innumerable press releases. She now drafts press releases about the Stylebook that she hopes and prays do not have AP style errors.

You’ll learn how to:

  • Avoid common AP style errors
  • Cut out jargon, extraneous capitalization and exclamation points and get to the heart of your news
  • Write tight, compelling copy reporters can grab and go—with little rewriting or editing
  • Think like a journalist to find out if your story is newsworthy
  • Tell a story that’s either unique enough to stand out or part of a larger trend
Colleen Newvine
Product manager, AP Stylebook
The Associated Press
Read bio
2:30–2:50 p.m.
Networking break
2:50–3:30 p.m.
Speaking their language: How to engage different types of audiences with relevant stories

We’re all drowning in a sea of content. On big screens and little ones, in our palms and inside our ears, stories are everywhere. How can communications professionals create messages that stand out? The answer lies in crafting stories that speak your particular audience’s specific language, addressing its challenges and joining its conversations. From her perspective running The Washington Post’s BrandStudio, which produces hundreds of award-winning multimedia programs yearly across every vertical, Annie Granatstein of The Washington Post will share what she’s learned about using data and insights to create and promote programs that resonate with a diverse array of audiences.

Annie Granatstein
Head of WP BrandStudio at The Washington Post
The Washington Post
Read bio
3:40–4:30 p.m.
4 steps to generating ROI with content

Today's marketers are charged with generating not only leads but bottom-line revenue growth. When combined with smart digital marketing strategies, content is an invaluable part of the buyer journey and can build a sales pipeline through careful prospect nurturing customized to fit customers’ needs. But not all marketers are sure how to use content strategically to increase revenue, and fewer understand how to measure content's true return on investment. Through real-world examples, Courtney Beasley, vice president of marketing at Walker Sands, will share her team's proven methodology for generating real business impact with content.

You'll learn:

  • How to strategically combine content and digital marketing to build your pipeline and fuel revenue growth
  • How to maximize efforts through full-funnel, multichannel promotion
  • How to measure and iterate to ensure success
Vice president of marketing
Walker Sands
Read bio
Webcast
Tuesday, Dec. 10
2–2:50 p.m. Eastern time
OPENING KEYNOTE
3–3:50 p.m. Eastern time
PANEL
How to create amazing content without breaking the budget

Content is increasingly the first contact your audience has with your organization. With greater competition for eyeballs, creating content that stops scrolling and inspires action is more difficult —and more important—than ever. How can small teams with limited budgets create a content team within their own walls that makes masterful blog posts, video, visuals and infographics with flying colors? In this session our panel of creators and communicators address the challenge of creating powerful content that does more with less.

Participants will learn:

  • Simple tools and inexpensive equipment for creating more with less
  • How to find brand ambassadors and inspire user-generated content
  • How to make the most of evergreen content
  • How to produce and distribute video, podcasts and infographics without limitless resources

Speakers to be announced

4–4:45 p.m. Eastern time
How to pull off amazing video without breaking the bank

Video can be incredibly engaging. Done correctly, it’s the single most effective communication tool at your fingertips to get through to your audience. Screw it up, though, and video can be the single most expensive waste of time you’ve ever embarked upon—and it will turn off that same audience. Sound familiar? Then this session is for you.

In this session, you’ll learn:

  • How to read key metrics to determine if your video is working or not (Hint: It’s not about the views)
  • How to think about video’s place in the ever-changing social media landscape
  • The four main reasons a video falls flat (and how to fix them)
  • How to convince execs that “more video” is not an effective strategy to pursue
  • What video trends are here to stay, and which ones are a fool’s errand
Head of video production, affiliate consultant
Ragan Consulting Group
Read bio
5–5:30 p.m. Eastern time
Design and publish infographics that get results

Infographics are powerful communication tools that should be in every marketer’s toolbox; however, most are poorly designed and never fulfill their potential. Engaging infographic designs that capture your audience’s attention employ best practices from both design and storytelling. Compelling design is just half the battle, though; next you must publish, promote and share your infographics across your key communications channels—including your website, social media, blogs and mainstream media. This session will walk you through the best practices for infographics design and the techniques for optimizing your infographics for SEO and social media.

In this session, you'll learn:

 

  • The process for infographics design
  • Best practices for infographics design (and some common mistakes)
  • Common tools used for data visualization and infographics design
  • Crucial design decisions for creating successful infographics
  • Key steps to publishing and promoting your infographics
Instructor, infographics design
Southern Methodist University
Read bio
Wednesday, Dec. 11
9–9:45 a.m. Eastern time
OPENING KEYNOTE
Writing to persuade: How to influence action with effective writing

Journalists receive dozens, if not hundreds, of pitches every day. Employees are preoccupied with the many tasks at hand. How can PR and internal communications professionals cut through the noise and tell stories that are timely, surprising and human? In this session, Trish Hall, a veteran features and op-ed editor at both The New York Times and The Wall Street Journal, will show attendees how to bring stories to life in ways that influence action.

You’ll learn how to:

  • Be succinct, truthful and efficient
  • Be surprising and say a lot in email subject lines
  • Know your audience and speak directly to them
  • Play on feelings to earn trust and inspire action
  • Write conversationally—but not so casually that you look sloppy
Author, “Writing to Persuade”
Read bio
10–10:45 a.m. Eastern time
Panel
Irresistible social media content that reaches organizational goals

There is no lack of great content on social media. More organizations are producing more content and putting more of a budget behind their work. How can organizations find the audiences they want and persuade them to engage with, click and consume their content? How can social media professionals go from engagement to action in ways that promote business objectives? In this session, our esteemed panel of social media professionals addresses some of the biggest challenges in social media content creation and distribution.

Participants will learn:

  • Content that flourishes on Facebook, Instagram, LinkedIn, Twitter and more
  • The most important metrics for success on each platform
  • How to break through the boredom barrier and achieve real engagement
  • Ways to use content to achieve greater organizational goals
  • Tips and tricks for maximizing paid social media spend—while complementing organic content
No Headshot
Head of social media
Siemens Healthineers
Read bio
Director of social media
Nickelodeon
Read bio
Senior content specialist
Mastercard Center for Inclusive Growth
Read bio
10:55–11:40 a.m. Eastern time
Content that converts: How to earn hearts, minds and ROI through in-house media production

Cleveland Clinic is a world-renowned medical institution, and its content is just as remarkable. Through captivating stories and content experiences, Cleveland Clinic built its blog from scratch to 7 million views per month. In this session, Amanda Todorovich, senior director, health content at Cleveland Clinic, shares some of the secrets to Cleveland Clinic’s success, and how you can apply its lessons to your organization.

You will learn:

  • How to draw eyeballs to your corporate blog
  • How to design clickable infographics and interactive content experiences that tell your organization’s story
  • Ways to use data to earn the respect and support of senior leadership
  • How to turn your website into a revenue-generating entity in itself
Director of content marketing
Cleveland Clinic
Read bio
11:45 a.m. –12:15 p.m. Eastern time
Speaker to be announced
1–1:45 p.m. Eastern time
Finding compelling stories and translating them into impactful media coverage

Creating sincere content to engage your community can be difficult as more consumers look to draw meaningful connections with the brands they choose to support. Yet in many cases, organizations need look no further than their own customers to find some of the most compelling stories to connect with and grow their community. Jonathan Fine, head of global brand communications for Spartan Race, will illustrate how the company identifies, creates and shares content around the inspirational stories of its community across owned channels, and how it maximizes the content for regional, national and global earned media exposure.

You’ll learn:

  • How to uncover powerful stories within your community
  • How to share inspirational stories that engage, empower and grow your community
  • How to harness the passion of your customers and use it to generate earned media coverage that drives your mission forward
No Headshot
Head of global brand communications
Spartan Race
Read bio
1:55–2:30 p.m. Eastern time
How PR pros can write (and think) like journalists

PR pros have always battled to catch reporters’ attention and secure media coverage. As newsrooms keep on shrinking, the fight gets even tougher. In their press releases and email pitches, PR people must appeal to publications’ readers if they want their stories to grab headlines. Colleen Newvine, product manager of The AP Stylebook, has been a newspaper reporter and editor on the receiving end of innumerable press releases. She now drafts press releases about the Stylebook that she hopes and prays do not have AP style errors.

You’ll learn how to:

  • Avoid common AP style errors
  • Cut out jargon, extraneous capitalization and exclamation points and get to the heart of your news
  • Write tight, compelling copy reporters can grab and go—with little rewriting or editing
  • Think like a journalist to find out if your story is newsworthy
  • Tell a story that’s either unique enough to stand out or part of a larger trend
Colleen Newvine
Product manager, AP Stylebook
The Associated Press
Read bio
2:50–3:30 p.m. Eastern time
Speaking their language: How to engage different types of audiences with relevant stories

We’re all drowning in a sea of content. On big screens and little ones, in our palms and inside our ears, stories are everywhere. How can communications professionals create messages that stand out? The answer lies in crafting stories that speak your particular audience’s specific language, addressing its challenges and joining its conversations. From her perspective running The Washington Post’s BrandStudio, which produces hundreds of award-winning multimedia programs yearly across every vertical, Annie Granatstein of The Washington Post will share what she’s learned about using data and insights to create and promote programs that resonate with a diverse array of audiences.

Annie Granatstein
Head of WP BrandStudio at The Washington Post
The Washington Post
Read bio
3:40–4:30 p.m. Eastern time
4 steps to generating ROI with content

Today's marketers are charged with generating not only leads but bottom-line revenue growth. When combined with smart digital marketing strategies, content is an invaluable part of the buyer journey and can build a sales pipeline through careful prospect nurturing customized to fit customers’ needs. But not all marketers are sure how to use content strategically to increase revenue, and fewer understand how to measure content's true return on investment. Through real-world examples, Courtney Beasley, vice president of marketing at Walker Sands, will share her team's proven methodology for generating real business impact with content.

You'll learn:

  • How to strategically combine content and digital marketing to build your pipeline and fuel revenue growth
  • How to maximize efforts through full-funnel, multichannel promotion
  • How to measure and iterate to ensure success
Vice president of marketing
Walker Sands
Read bio

SPEAKERS
No Headshot
Head of global brand communications
Spartan Race
Read bio
No Headshot
Head of social media
Siemens Healthineers
Read bio
Author, “Writing to Persuade”
Read bio
Colleen Newvine
Product manager, AP Stylebook
The Associated Press
Read bio
Annie Granatstein
Head of WP BrandStudio at The Washington Post
The Washington Post
Read bio
Vice president of marketing
Walker Sands
Read bio
Brittany Brown
Digital engagement strategist
NASA
Read bio
Director of taxonomy and content strategy
Syndigo
Read bio
Instructor, infographics design
Southern Methodist University
Read bio
Head of video production, affiliate consultant
Ragan Consulting Group
Read bio
Mark Ragan
Owner
Ragan Communications
Read bio
Jim Ylisela
Co-founder
Ragan Consulting Group
Read bio
Director of content marketing
Cleveland Clinic
Read bio
Director of social media
Nickelodeon
Read bio
Senior content specialist
Mastercard Center for Inclusive Growth
Read bio

REGISTER NOW

Ragan event attendees include:

WHO SHOULD ATTEND?

Join us if you work in:

PR • Corporate communications • Copywriting • Media relations • Content marketing • Employee engagement • Social media • Digital content • Video production • Employer branding • Strategic communications • Reputation management • B2B or B2C marketing • Influencer marketing • Diversity and inclusion communications • Executive communications

REGISTER NOW

LOCATION
New York City

Conference Venue:

PayPal
95 Morton St.
New York, NY 10014

NEED TO CONVINCE THE BOSS?

Here are a few excellent takeaways you’ll bring back:

  • Practical tips to create web, written and social media content that meets and exceeds business goals
  • How to do more with less by employing user-generated and evergreen content
  • Top storytelling tips to grab your audience and inspire action
  • Social media writing tips to lift paid and organic content above the noise
  • Simple techniques to make incredible video and infographic content without breaking the budget

REGISTER NOW

SPONSORSHIP OPPORTUNITIES

Join us as an event sponsor and meet your target audience, showcase your products, present thought leadership, generate leads and boost your brand.

Here are a few examples of opportunities we offer:

Can’t attend in person? Sign up for our live webcast!
Powered by:
Malone Media