2015 George Mason University Student/Industry Communications Forum

Content marketing: The art of storytelling across media platforms

Tuesday, October 20, 2015 9:30 AM to 12:45 PM
Johnson Center

An annual event sponsored by The Insight Committee of The Department of Communication

Relevant Content – Emotional Storytelling – Brand Connection

Content marketing is so broad that it eludes definition even by its most ardent practitioners, but the term includes essentially any form of content (a Facebook post, a celebrity Q&A, a feature‐length documentary) created by or on behalf of a brand with the hope that it will attract an audience on it’s own merits - as opposed to traditional advertising, which has the far smaller ambition of gaining notice from a captive audience before the ad break ends, or the page gets flipped, and the real content begins.” Michael Meyer, Columbia Journalism Review

This hot trend is the focus of the fifth annual industry symposium hosted by the Department of Communication Insight Committee. Students will engage with thought leaders and senior communication professionals to explore the power of storytelling, its implications for influencing behavior, and the broad opportunities and ethical challenges it poses for today’s graduates.

Schedule of Events

  • 9:30 a.m. – 9:45 a.m., Introductions & Defining Content Marketing: Michael Meyer, senior writer, Columbia Journalism Review
  • 9:45 a.m. – 10:30 a.m., Keynote address: Kathryn McCarthy, chairman and CEO, ThinkGeek and GeekNet
  • 10:35 a.m. – 11:25 a.m., Panel discussion with: Bill Aydelott, director-producer-cameraman, Waverly Motion Pictures, LLC; Gary Goldhammer, storyteller and digital communications strategist, H&K Strategies; and Linda Smith, digital marketing strategist, Sage Communications
  • 11:30 a.m. – 12:45 p.m., Speed mentoring Q&A session with students

The Insight Committee is a volunteer advisory board to the Department of Communication, comprised of experienced leaders in professional communication. The group annually sponsors an on-campus event to provide students access to and advice by leading professionals.


Sponsored by The Department of Communication Insight Committee.

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