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AMA in the PM: Proving Content Marketing ROI in 2020

January 28, 2020 |
4 minute read

Content marketing has evolved over the past decade. From our audiences to content formats, we’ve changed the way we distribute and measure our content. With over 7,000 marketing technologies in the landscape the tools we use as communicators keep growing.

With all of that change, do you ever feel you’re putting in effort, but aren’t seeing the ROI you’d expect? As a communicator in today’s world, it’s important that you have an understanding of how you can bring life to your content marketing efforts so that you’re proving ROI and using industry best practices. 

In a thought provoking panel discussion, Lauren Hamilton, VP of Marketing & Promotions at Downtown Partnership of Baltimore, Monica DiBartolo, Director, Brand Marketing at Walden University, and Carley Milligan, Digital Editor at Baltimore Business Journal will share their insights about content strategy, tracking metrics, and how to prove ROI. Our panel moderator will be Phillip Yerby, Senior Manager, Client Experience at Weber Shandwick.

Many thanks to our event partners, PRSA Maryland and Price Modern as well as our catering sponsor Gourmet Express Catering

Event Details
Tuesday, January 28, 2020 | 6:00 – 8:00 pm
Price Modern | 2604 Sisson Street | Baltimore, MD 21211

Event Schedule
6:00 – 6:30 pm | Registration and Networking
6:30 – 7:30 pm | Presentation and Q&A
7:30 – 8:00 pm | Networking

Meet the Panel

Lauren Hamilton
Vice President of Marketing & Promotions, Downtown Partnership of Baltimore

Lauren Hamilton is the Vice President of Marketing for the Downtown Partnership of Baltimore, a non-profit organization that works to make Downtown Baltimore better. For more than 16 years, she has worked in digital marketing, advertising, branding, and event planning for business improvement districts in Maryland. In other words, Lauren works hard to manipulate all facets of marketing and communications tools to the advantage of the non-profits she is committed to. Lauren manages Baltimore Restaurant Week; creates and designs major reports including the Downtown Baltimore Development report and State of Downtown Baltimore Report; and can buy social media ads and create email campaigns in her sleep. Lauren was recently selected as one of the 2019 International Downtown Association’s Emerging Leader Fellows, and resides in Maryland with her husband and three children.

Monica DiBartolo
Director, Brand Marketing, Walden University

At Walden University Monica is the Director of Brand Marketing, her main focus is launching measurable brand campaigns and monitoring the impact of brand messaging on lead generation efforts. Monica has successfully been using data to drive strategy and identify areas of opportunity across channels throughout her career. She claims, “Marketing is the perfect blend of art and science, my two favorite subjects!”

Monica is a Maryland native who began her career in marketing in New York City and returned to Maryland in 2015. While in New York, she held various roles at Saatchi & Saatchi Wellness, Coach, and BMG/Columbia House where she gained experience in direct mail, marketing automation, analytics, and customer relationship management.

When Monica is not launching new measurable brand campaigns she enjoys spending time with her family. Her greatest joy comes from watching her two young girls grow into strong independent women (who talk about coding when they play). #womenoftech

Carley Milligan
Digital Editor, Baltimore Business Journal

Carley Milligan is the digital editor at the Baltimore Business Journal and has been with the company since 2016. In her role, Carley serves as the first rung for breaking news and is also responsible for the publication’s social media accounts. She writes and edits daily online content, works with the BBJ team to create digital strategies helps to manage newsroom staff. Carley graduated from Towson University in 2016 with a English major and mass communication minor and spent four years working for Towson’s student-run newspaper, The Towerlight, including one year as Editor-in-Chief.

Meet the Moderator

Phillip Yerby
Senior Manager, Client Experience, Weber Shandwick

Phill Yerby is a communications professional based in Weber Shandwick’s Baltimore office. During the past nine years he has developed, implemented and managed media relations and integrated marketing projects for corporate, technology, travel, energy and government clients.

 Over the course of his career he has supported a variety of projects for local and national clients including, BGE, BWI Thurgood Marshall Airport, Chesapeake Employers’ Insurance Company, Verizon, Samsung, Ericsson, Staples, Honeywell and PepsiCo.

He has a bachelor’s degree in communications with concentration in public relations and a minor in political science from Hood College and is a PRSA Maryland board member.


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