Use "Metrics & Magic" To Supercharge Your Content Strategy and Delight Your Audience

When:  Sep 27, 2017 from 09:00 to 10:30 (CT)
Practice Areas: All

Career Level: Entry- All

$125 (member); $165 (non-member)

Discount and Forum Plus: Forum Plus Members:  If there are five or more Forum Plus member employees attending this course, you are eligible for a 10% discount on each registration.  Contact to take advantage of this discount.

CAE Credit Hours: 1.5

Use “Metrics and Magic” to Supercharge Your Content Strategy and Delight Your Audience

You can easily compose and execute an effective content strategy to attract and retain your members. Andy Friedman, chief content officer at the American Marketing Association, will guide us through some key content areas using a "metrics + magic" approach to figure out which types of content will achieve the results you need. Andy has grown complex, enterprise-wide, web content systems and during this session, he will explain and implement steps that will be useful for both beginning and advanced marketers.  Specifically, he will discuss:

  • What content members and customers want to read;
  • How to curate content created outside of the association – What works and what doesn’t;
  • Engaging audiences through social media;
  • Using analytics and social listening to identify high value content

About Andy:


Andy Friedman is the Chief Content Officer of the American Marketing Association. His responsibility is to provide the strategic direction and oversight for the thought leadership that guides marketers through a rapidly changing profession.

Andy oversees the creation of the AMA’s highly-regarded monthly magazine, Marketing News as well as updated web and mobile articles on evolving marketing practice, trends, case studies and research. Andy also works with the team producing the AMA’s four prestigious scholarly journals. In addition, he is producing original video series, books as well as eLearning and professional certification programs.

Previously, Andy has overseen content operations and strategy at Penton Media, AOL Patch and Tribune Company. Known taking utilizing healthy amounts of creativity and analytics in his content strategies, Andy comments that successful content takes a combination of “metrics and magic” and emphasizes a “digital first” approach.

Andy started his career as a journalist and even chased O.J. Simpson down the L.A. freeways while working for a local news/talk station. He obtained his Bachelor’s degree from U.C. Berkeley and his MBA in Marketing from U.S.C.


Note: This program is not endorsed, accredited, or affiliated with ASAE or the CAE program.  Applicants may use any program that meets eligibility requirements in the specific timeframe towards the exam application or renewal. There are no specific individual courses required as part of the applications – selection of eligible education is up to the applicant based on his/her needs.



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