Content Marketing Series #2: Development & Sourcing

Achieve Better Results with Strategic Content Development

Content marketing has become more than a critical marketing function. It’s a business priority that shapes your brand. When done well, it attracts new, valuable customers and retains them for the long haul.

In the second session of the four-part Content Marketing SeriesKevin Popović, CEO of Ideahaus, will engage the audience with his proven solutions for simplifying the content development process while increasing content engagement. Joined by special guest Nancy Sasaki, Executive Director of Alliance Healthcare Foundation, they’ll share the content marketing challenges they have faced and the strategies and processes they implemented to achieve big business results with quality, engaging content.

Key Session Takeaways

  • Content Mix: Learn strategies for developing the right mix of content topics and for your unique customers and situational contexts.
  • Development Demos: Gain new tricks and techniques for quickly and easily developing stunning, high-value content with limited resources.
  • Streamlined Content Operations: Understand time-saving ways to leverage the right people and resources to operationalize the content curation process.
  • Planning for Results: Enhance your content marketing program with informed planning, streamlined production, increased engagement and measurable results.

Who Should Attend

Brand marketers, digital media marketers, entrepreneurs, marketing managers, product marketers, marketing strategists, and all marketers who want to enhance their content marketing program ROI and save valuable time.



8:00 – 8:30 a.m.: Registration, Networking, and Breakfast

8:30 – 9:30 a.m.: General Session

Special Guest SpeakersKevin-Popovic-San-Diego-AMA-Content-Marketing-Development-Sourcing-Event-2016-250

Kevin Popović,
Founder and CEO, Ideahaus

Kevin Popović is the Founder of Ideahaus, an award-winning creative communications agency that helps B2B, B2C and Non-Profit organizations build their brands and increase sales. He is also a Lecturer at San Diego State University teaching Creativity & Innovation in the School of Management. After more than 30 years of professional experience, he helps business leaders make smart decisions about communications

Here are some of Kevin’s accomplishments as a digital brand and content marketing leader:

  • In 2010, was ranked #43 in Fast Company’s The Influence Project measuring the “most influential people online.”
  • In 2014 and 2015, Kevin was named one of the Top 20 Digital Strategists in Marketing.
  • In 2015 Kevin was named one of the “Top 15 Most Influential Educators in Digital Marketing” by Online Marketing Institute recognizing “the luminaries who have paved the way for digital marketing innovation and education.”
  • His second book, “Satellite Marketing: Using Social Media to Create Engagement” (CRC Press), the basis for this presentation, will be published in March.


Nancy Sasaki,Nancy-Sasaki-Alliance-Healthcare-San-Diego-AMA-Content-Marketing-Development-Sourcing-Event-2016-250
Executive Director, Alliance Healthcare Foundation

Prior to joining Alliance Healthcare Foundation in 2011, Nancy Sasaki’s career with Planned Parenthood spanned 29 years, beginning as a Health Educator in Austin, Texas. In addition to Austin and San Diego, Nancy has also worked as the CEO in Los Angeles and the interim CEO in Hawaii. She is most proud of the work she has done to expand access for women in need in each of the communities served, enhance cultural awareness for employees and customers/patients, and to bring creative and innovative alternatives to the organization. Nancy also worked as the Executive Director of the ACLU of San Diego & Imperial Counties.



UC San Diego Extension
6256 Greenwich Dr,
San Diego, CA 92122

The event will take place on the first floor of UCSD Extension, rooms 116-118.



Free, ample parking in on-site parking garage.

Buy Tickets

Open to everyone! Buy your tickets for the “Development & Sourcing” event—#2 of the San Diego AMA’s 4-part Content Marketing Series.

If you attended the “Brand Personas and Content Marketing” event on Feb 10 with IBM and Mitchell, be sure to apply your exclusive promo code to save 20%! Can’t find your code? Email [email protected].

Strategic Series Savings

The “Development & Sourcing” event is #2 of the San Diego AMA’s 4-part Content Marketing Series. All events are strategically designed to build on the former. And best of all, attendees who attend a prior event in the series will receive a 20% discount on subsequent events in the series! Register today to take advantage of these sweet savings!

2016 Content Marketing Series

Event Date Event Focus Speakers & Facilitators
#1 Feb 10, 2016 Brand Personas & Content Marketing
  • Jacques Pavlenyi, Sr. Portfolio Manager and Program Director Social Collaboration Software, IBM
  • Sandra Piccillo, Sr. Marketing Manager, Mitchell International
#2 Mar 2, 2016 Development & Sourcing
  • Kevin Popović, Founder and CEO, Ideahaus
#3 Mar 15, 2016 Distribution & Measurement
  • Genelle Lingua, Sr. Marketing Manager, Oracle Marketing Cloud
  • Speaker TBD, Groovy Like a Movie
  • Speaker TBD, Blue Hornet
  • Frank Cowell, President, Elevator Agency (moderator)
Bootcamp Jun 2-3, 2016 Content Marketing Bootcamp (register soon to save up to $200!)
  • Dan Vivian, Account Executive – Agency Partner Program, HubSpot
  • Frank Cowell, President, Elevator Agency

Another 50 of San Diego’s brightest marketing minds attended the second event in San Diego AMA’s 2016 Content Marketing Series on Development & Sourcing. Kevin Popović of Ideahaus and Nancy Sasaki of Alliance Healthcare Foundation took the group through their favorite tips and tricks, and also described their shared journey overhauling the brand and communications of AHF, a San Diego nonprofit that advances health and wellness for underserved populations (we enjoyed their story so much, we recounted it in the blog post, Rebranding: Nonprofits, You Can Do It Too!)

Among Kevin and Susan’s content development and sourcing recommendations were these gems:

  • There is a seemingly endless list of fast, easy ways to produce content that is engaging and relevant to your audience. Don’t forget less common media like animated GIFs and podcasts.
  • Video is easier to produce, and even stream, than you think. Pay attention to lighting and sound quality, but don’t get carried away. Stock music can liven up the piece at relatively low cost.
  • Collecting video from your audience can be even more effective than producing it. It obviously costs you nothing and people love to see themselves on the ‘big screen’.
  • Facebook is steadily eroding the concept of ‘earned media’ on its channel. Paying to boost a post is becoming a necessity to reach a sufficient audience.
  • Plan your communications in advance. A good plan helps you schedule your activities by type and channel, but also manage your budget and measure your ROI.

Looking for a great way to develop a detailed, actionable content marketing plan for your organization? Don’t miss our June 2-3 Content Marketing Bootcamp! At this limited-audience workshop, hosted by Elevator and Hubspot, 50 attendees will enjoy educational lectures and group breakouts covering customer personas and journeys, content & campaign strategy, development, measurement and optimization, and tools and technology. The session will provide participants a unique opportunity to develop customized, executable content marketing plans. Join us!