In the media industry, CEOs mostly come from the business side ranks. But sometimes successful chief executives have backgrounds as editors. In this panel discussion, hear CEOs with content experience describe how this adds value in their roles, and why CEOs without this career path should always have an executive-level content producer beside them in the c-suite. You’ll learn:

• • Why non-journalist CEOs should always bring executives with journalism experience onto their teams.
  • How editorial entrepreneurship earlier in their careers helped develop their skills.
  • How to maximize content operations as a revenue driver.
  • How to interpret content-engagement patterns, including via social media and emerging influencers, to spot new opportunities.

Data-focused journalism is an underutilized asset. Are your brands producing frequent, unduplicated, actionable data about your markets? A powerful data-generation operation drives content coverage, but it also produces essential insights for strategic decision makers, including the c-suite. Here’s a roadmap to a ground-up data approach, including the role of top management in making it happen. You’ll learn:

• • How to integrate pulse surveys, external research, annual studies and more into your operation.
  • How to interpret signals from your audience for use in product modifications or development.
  • How to identify new or peripheral pockets of economic activity, and ways to exploit them.
  • How to seamlessly align audience needs with client content-marketing efforts.

Artificial intelligence is great for all kinds of essential time-saving hacks where you can put it to work in the service of your journalism. It’s also valuable in forging new revenue opportunities. In this session, you’ll learn:

• • Which AI functions can be trusted, and which should always be checked.
  • Ways you can make the case to your executive management for new revenue-producing product lines thanks to AI.
  • How to develop early-warning intelligence about changes in your served market or new opportunities and threats.
  • How to use AI to develop personalized content.
  • Rules for IP protection—yours and others.

You have a sophisticated tech stack for identifying users, but that’s only half of what you need. You need an array of content offerings to drive buyers through the funnel as they learn increasingly personalized information at each step. You’ll learn:

• • How to transform your content creation process to optimize lead gen.
  • How to build a content-creation framework for lead gen.
  • How to balance lead-gen content with more general content.
  • How to work with sales and marketing teams to coordinate efforts.