Head of Brand Content at Amazon Ads
Lunch Keynote Speaker: Friday, June 2 | 11:45 a.m.
"Why Bad Content is Hurting the Environment (and How You Can Help Stop It)"
A 2022 study found that a typical online ad campaign emits about 5.4 tons of carbon dioxide, about one third of what a U.S. consumer generates every year. Today, the Internet represents almost 4% of global emissions, and is on track to double by 2025. Digital advertising is a big culprit contributing to “digital litter,” but it doesn’t have to be that way. One way content marketers can reduce their content carbon footprint is by following the 3 R’s: Reduce, Reuse, and Recycle. In this session, I’ll share actionable tips to create a more sustainable content marketing strategy to deliver even better content for your customers and drive measurable business results your leadership will care about.
Takeaways:
- How to reframe the cost of content to inspire your leadership to focus on quality over quantity
- Why you should be reusing high performing content and how you can scale it to new channels to reach a wider audience
- How to recycle content into new formats to help increase customer engagement
- Why creating relevant content is even more important to get the right message, to the right customer, at the right time
- When to take smart risks, and a helpful mental model for deciding what risks to take
- Which KPIs you should care about (and which to ditch)
Bio:
Fiona Green is the Head of Branded Content for Amazon Ads where she oversees the digital content strategy for Amazon’s advertising division, helping to build global brand awareness and consideration within the industry. In her time at Amazon Ads, Fiona has led a team of talented content strategists and writers to develop compelling thought leadership for both the Amazon Ads blog and for prominent trade and news media publications including Adweek, Ad Age, Advertising Week, New York Times, Vox, and Wall Street Journal. In 2022, her team was awarded the ShortHand award for “Best Business Story” for ‘A Marketer’s Guide to Twitch’ with Adweek and delivered a first-of-its-kind immersive augmented reality experience with Vox Media—The Museum of Modern Ads. Prior to joining Amazon Ads, Fiona was the Director of B2B Content Marketing at realtor.com. Based in the Washington DC area, she is a 2013 alumni of West Virginia University’s IMC program. Outside of work, Fiona is passionate about empowering young girls and women, volunteering for local charities and non-profits, and has spent over twenty years teaching dance and choreographing for schools around the DC area, including The Washington Ballet and Ballet NOVA.