Maximizing Content Engagement on Search, Social & Beyond
Critical Skills for Editors, Marketers & Audience Developers
June 18, 2019 / Yale Club, NYC

For publishers, content amplification and audience engagement is everything. We’ve long since shifted from the “if you write it, they will come,” model of promotion. In the digital era, instead of relying on their brand name, publishers are seeking out unique ways to get their content in front of new readers. Despite a plethora of tools and services that have popped up to help, the main tactics for amplification still sound familiar: SEO, social media and email. But that doesn’t mean audience engagement experts can just set-it and forget it. Instead, they’re constantly searching for the newest wrinkle to improve results and increase reach.

The Folio: Content Engagement Master Class is built to take attendees through every facet of content amplification and give them the tactical know-how to build out their own unique strategies. The classroom-style experience will be interacteractive, and will encourage attendees to ask questions and have open dialogues with faculty and peers. Each learning module will feature combinations of case studies and real-world examples from publishing peers paired with demonstrations, discussions and practical exercises led by expert trainers.

Early Bird Rates Expire
May 17, 2019!

For questions about the Folio: Content Engagement Master Class, or for assistance in registering, contact: 

Jessica Dombrowski


Trainers and Speakers

Jessica Levenson

VP of Search & Engagement

Dean Praetorius

Media & Growth Consultant, Co-Founder

Amanda Wolfe

Senior Content Director, Health & Parenting Vertical


Thursday, Apr 18

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  1. 9:30 am

    Coffee & Conversations

    Welcome to the Master Class! Grab a cup of coffee and introduce yourself to fellow attendees as we settle in for a day of insights and "Aha" moments. 
  2. 10:00 am

    Introduction: Why Content Amplification is Everything

    Before we dive into the nitty gritty, first we unpack content amplification and why editors and marketers need to be on top of the latest trends. This state-of-the-industry presentation will set the table for a day of in-depth learning.


Thursday, Apr 18

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  1. 10:30 am - 11:15 am

    Ranking High: Making Search an Extension of Your Homepage

    Google alone accounts for around 50% of all publisher traffic according to Parsley. Let that sink for a moment. Now think about how much more traffic you could drive to your site with the right SEO tools and tactics. This session will explore the latest trends in SEO, and offer practical takeaways on how to effectively leverage the most critical amplification platform. We will explore the right tools, tactics and dos and don’ts that will increase your search ranking immediately.
  2. 11:15 am - 12:00 pm

    Practical Exercise: Keyword Research and Applied SEO Tactics

    Here, our expert trainer will take you through SEO keywords—how to use them, how to search for the best ones and how to make sure they are actually working. This hands on exercise will empower you to improve your SEO IQ.
  3. Section I Takeaways

    • How to better optimize content for search
    • Create your own can’t-miss SEO checklist
    • Learn the ins and outs of keywords and tagging

Thursday, Apr 18

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  1. 12:00 pm - 12:45 pm

    Lunch With New Friends

Section II - Best Practices in Social Media

Thursday, Apr 18

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  1. 12:45 pm - 1:30 pm

    Getting More Social and Leveraging Deeper Connections

    To say that social media has become ubiquitous is an understatement. Facebook alone has nearly 2 billion users. What’s more, the average American is now active on at least three social platforms, according to Pew. However, best practices for social change and evolve constantly, and the engagement tactics that worked yesterday might not work today. This section will get you up to speed on the current state of social media and where it fits into the publishing ecosystem. Then, you’ll learn how publishers can better engage and attract followers.
  2. 1:30 pm - 2:00 pm

    Practical Exercise: Evaluating and Rethinking Your Social Strategy

    Here, we will ask you to review and evaluate your social media strategy and discuss it with peers and our expert trainer. This exercise will help you understand what excites your audience and how you can leverage that excitement further. And, will offer insight into what has (or hasn’t) worked for other brands.
  3. Section II Takeaways

    • Get up to speed on the latest social media trends and tactics
    • Recognize what you’re doing right and wrong on social
    • How to develop a social strategy right for your brand

Thursday, Apr 18

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  1. 2:00 pm - 2:15 pm

    Refreshment Break

Section III - Keys To Content Personalization

Thursday, Apr 18

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  1. 2:15 pm - 3:00 pm

    From Email Newsletters to Push Alerts: Leaning Into New Personalization and Distribution Strategies

    The average mobile user spends more around 3 hours, 35 minutes a day on his or her phone. Every minute they spend on their phone is an opportunity for you to engage them. In this final section we will explore how mobile is changing the game, and calling for more personalization and advanced distribution strategies. From emails to mobile push alerts, to Google News or other content aggregators to syndication partnerships, there are a number of distribution strategies that your brand can benefit from immediately. This section will break down personalization and offer sound tactics to increase open rates and clickthroughs, as well as find new distribution opportunities.
  2. 3:00 pm - 3:30 pm

    Practical Exercise: Recrafting Your Distribution Strategy

    In this exercise you will evaluate your own distribution strategy, the platforms you leverage and how you can make instance improvements across the board. Our expert trainer will help you rethink your tactical approach to engaging your audience and expanding your brand’s reach.
  3. Section III Takeaways

    • Learn how to better leverage your email and newsletters to increase opens and clickthroughs
    • How to tap into new distribution platforms and develop syndication partnerships
    • The fundamentals of personalization
  4. 3:30 pm

    Closing Remarks

Who Should Attend

  • Audience Engagement Directors
  • Community Editors
  • Social Media Editors/Marketers
  • Audience Developers
  • Marketing Directors
  • Editorial Directors
  • Editors-in-Chief
  • Content Directors
  • Digital Editors
  • Digital Marketers
  • Directors of Communications
  • Directors of Publications
  • Directors of Circulation
  • Directors of Consumer Marketing
  • Directors of Subscription Marketing
  • Managers, Content and Strategy
  • Directors, Audience, Product and Strategy
  • SEO Managers
  • YOU!


The Yale Club Rooftop

50 Vanderbilt Ave
New York, NY 10017

The Folio: Content Engagement Master Class will take place on June 18 at The Yale Club in Midtown New York City. The venue is just a block away from Grand Central Terminal and the 4, 5, and 6 Subway trains. 


  • All-Access Pass [Individual Ticket]

  • All-Access Pass [Group of 3]

  • Vendor / Supplier Pass



At the Folio: Content Engagement Master Class, sponsors will reach marketers and editors that are hungry for critical skills in maximizing content engagement on Search, Social and beyond. Join us as a thought leader at this dynamic industry event by becoming a sponsor today.
Have other sponsorship needs? Custom packages are available. To get started, contact Tania Babiuk at


For questions related to event registrations, please contact:


Tania Babiuk, Senior Account Executive

If you would like to sponsor this event, please contact: