Media mavericks: How a top B2B media brand forged a content marketing empire beyond traditional tactics
1.0 Credit Hour for Live Attendance. Join today >
In today’s competitive landscape, forward-thinking marketers are leveraging the credibility and influence inherent within their media teams to offer comprehensive, full-service marketing solutions to brands within their industry. This innovative approach goes beyond traditional advertising or sponsorships, as publishers recognize the power of their established platforms and the trust they’ve cultivated among their audience. From original content to lead generation to audience insights, hear from one of the top U.S. B2B media brands on how they built a content marketing empire that brands can’t resist. Then learn how to implement this revenue stream from one association that’s found significant success forging this path as well.
Jen Smith
Executive Director
Jen Smith is the Executive Director of Professionals for Association Revenue (PAR), where she leads the overall strategy, member engagement, and program direction for the PAR community. With a strong background in association leadership, revenue strategy, and member-focused programming, Jen is responsible for advancing PAR’s mission and ensuring that members see clear value in every touchpoint.
Jen is passionate about building a vibrant, resource‑rich community where association professionals and partners can grow their skills, revenue, and influence together. Through cohorts, events, tools, and strategic partnerships, she helps members like you strengthen their business development capabilities and deliver greater impact within their organizations.
Jane Qin Medeiros
GM/EVP, StudioID
In her role as EVP, Jane is responsible for the success of studioID, Industry Dive’s global brand to demand studio with locations in Washington D.C., NYC, London, and Dhaka. At studioID, we help brands tell stories that create connections, build trust, and drive demand. Our expert-driven team delivers holistic brand to demand programs for clients like IBM, American Express, and MetLife.
Shane Hanlon
Executive Editor
Shane M Hanlon, PhD, is a conservation biologist turned science communicator who is Executive Editor of C&EN BrandLab at the American Chemical society, where he helps scientists and science organizations make their science messaging more attractive and accessible. He came to science communication and policy via fellowships with the National Academies and NOAA. In addition to his role at ACS, Shane is a Senior Producer with the science storytelling organization The Story Collider and instructor at the University of Pittsburgh’s Pymatuning Laboratory of Ecology where he teaches disease ecology.
RESOURCES
LEARN
Professionals for Association Revenue (PAR) is a CAE Approved Provider.
Professionals for Association Revenue (PAR) is a CAE Registered Provider. The program(s) linked below meet the requirements for fulfilling the professional development requirements to earn or maintain the Certified Association Executive credential. Every program that we offer that has been approved for CAE credit will clearly identify the number of CAE credits granted for full participation. We will maintain records of your participation in accordance with CAE policies. For more information about the CAE credential or Registered Provider program, please visit www.asaecenter.org/cae.