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Wednesday, February 26 • 10:30am - 11:05am
The Power of Brand Journalism: How to Build a Content Strategy That Fuels Your Organization's Goals - Spectrum Health

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Learn how Spectrum Health created a powerhouse brand journalism product that transcends silos to fuel every facet of the organization. What started five years ago as an owned media initiative turned into a dynamic content strategy that results in a measurable ROI of $171 for every dollar invested in the strategy, and an audience of more than 15 million people a month.

Be inspired as you learn strategies for how to refresh and refuel your content strategy, including how to:

  • Connect with and build engaged audiences with authentic, human-centered content that inspires people to take action
  • Tear down silos to harness the collective talents of all team members to best tell your organization’s story, and what this ecosystem looks like
  • Get back to the roots of strong journalistic storytelling to build a content strategy that fuels your organization’s business goals

Cheryl Welch, Corporate Communications Manager
Spectrum Health 

Speakers
avatar for Cheryl Welch

Cheryl Welch

Corporate Communications Manager, Spectrum Health
Cheryl Welch is a strategic communicator with a background rich in brand journalism, content marketing, audience engagement and journalism. As a writer and editor for Thomson, Gannett, New York Times Co., and SNG newspapers, she covered health care trends, natural disasters, the silver... Read More →


Wednesday February 26, 2020 10:30am - 11:05am
Embassy Suites by Hilton Scottsdale Resort 5001 N Scottsdale Rd, Scottsdale, AZ 85250, USA