Reader engagement stands as the ultimate standard of success for both the content and marketing teams at media organizations and associations. But engagement KPIs for organic content differ from those used in content marketing, even though content teams usually produce both. In this session, hear two content veterans describe both the confluence and the divergence, and how they seek to thread the needle.

Ann Gynn, managing editor of The Tilt, is an IABC Cleveland Communicator of the Year who talks, advises, and helps organizations elevate their content to grow their audiences and their businesses.

Gennady Kolker is the audience development editor at Crain Communications’ Pensions & Investments. Gennady also led media relations at the Guardian US, where he was one of a handful of team members who were awarded the Pulitzer Prize for public service journalism for the Edward Snowden story.