Welcome and Opening Remarks (11:00 - 11:15a.m. ET)

Session I. 2025 - The Beginning of a New Era in Content Marketing - What You Need to Know! (11:20 – 11:45 a.m.ET)
The content marketing industry is in a new era characterized by a renewed focus on quality content, personalization, and data-driven strategies. Furthermore, the rise of AI has thrown a new tool into the content marketer's arsenal. Having a healthy content library is necessary within today’s marketing landscape especially since the world of search and content discovery has been upended with Generative Engine Optimization. 2025 is the fork in the road. On one side is content marketing that drives the business outcomes that succeed. On the other is content that will not only not move business but may in fact hurt your brand. In this short talk we will explain how we are keeping our content working hard for our clients. Our focus will be on defining quality, the importance of an ongoing content auditing system, why and how video is more important than ever and how content strategies have changed. 20 minutes is not much time so this will move fast!

Speakers:
Dan Rubin, Senior Vice President, Foundry 360
George Baer, Senior Vice President, Foundry 360

Session II. The Science of Behavioral Science. Understanding the "Why" of Your Customers. (11:50 - 12:15 p.m.ET)
Why do our customers do what they do? Why do people eat things that aren’t healthy? Why are people woefully unprepared for retirement? Why? While you can ask your customers directly through qualitative and quantitative research, they often struggle to articulate their true motivations. Frankly, they might not know. Behavioral science gets to the "why." It analyzes customer behaviors, preferences, and habits, drawing on psychology and sociology to provide deeper insights. Behavioral science looks at a small, focused sample of customers to validate hypotheses and refine marketing strategies. Benefits of behavioral science include improved customer experience, increased conversion rates, enhanced customer targeting, and optimized resource allocation for better ROI. Work place case study.

Speakers:
Sharon Stenger, Vice President of Content Strategy, Prudential Financial

Closing Remarks (12:20 - 12:30 p.m.ET)

**Schedule subject to change

SPEAKER BIOS

George Baer

George is SVP of the Foundry 360 team, bringing a customer-centric mindset to the organization. Building on the great audience insights of Dotdash Meredith, George has fostered a “Brand as Publisher” framework for top brands like CVS, Mars Petcare, Ford Motor Company, Massachusetts General Hospital, Bank of America, McDonald's and Scott’s —building strategic and engaging content programs to engage, inform and drive behavior at scale. At Foundry 360, George sets the direction for new content-based platforms that allow companies and brands to play an important role in their customers lives. An innovative, strategic and trusted partner—George always puts his customers first, and focuses the company on building long-term, trusted relationships that endure the test of time.

He has been married to his wife Kristin for over 25 years and has three children, all either students or alumni of his alma mater Michigan State University—GO GREEN! GO WHITE!

Dan Rubin

Dan is a 25+ year veteran of digital and content marketing, bringing expertise from working with Fortune 500 clients across industry verticals.

Dan is responsible for Foundry 360’s strategic solutions and also leads a team that provides marketing support for Foundry 360 and Targeted Media Health. Prior to Dotdash’s acquisition of Meredith, Dan was the founder and led Studio M, Meredith Digital’s first in-house content studio. Dan also spent 5+ years as the NYC Strategy Department lead at MXM, Meredith’s digital and content marketing agency which has since been acquired by Accenture.

Dan is a frequent industry speaker on content marketing and most recently completed being a co-chair for the iAB’s Native/Content Marketing/Mobile Committee. He has been a judge at many industry award shows including the ANA Reggies, MediaPost, Digiday content marketing shows. He is currently active on the Marketing Committee at the Point of Care Marketing Association and on the Content Marketing Committee at the ANA.

Sharon Stenger

As Vice President of Content Strategy at Prudential, Sharon inspires meaningful content experiences that enables our audiences to take positive financial action.

With a career characterized by transformative leadership, Sharon has guided multiple teams, brands, and businesses toward significant growth, focusing on both demand generation and supply-side optimization. Her success is built on three core competencies: imaginative, insights-driven strategies, execution focus, and talent development.

Before joining Prudential, Sharon created billions in value for global giants like Colgate Palmolive, Diageo, and Campbell's Soup. Earlier in her career, she worked as a Process Engineer in the pharmaceutical industry.

Sharon holds an MBA from Columbia Business School and a Bachelor of Science in Chemical Engineering from Rensselaer Polytechnic Institute. She resides in Connecticut with her husband Bill, son Mitch, and dog Puck.