Live session topics

Week 1: Wednesday, Jan. 28, 11 a.m. to 12 p.m. EST

Exploring content creation in an era of uncertainty

How to create an audience-centric content strategy
Organizations can better face uncertainty by reimagining the traditional funnel and putting our most valuable audiences at the center of everything we do. By being audience-centric, we consider their needs above all else, helping to build belonging and positioning ourselves as a destination rather than a company at the mercy of platforms like Google or AI.

Speaker: Madeleine White, co-founder of The Audiencers, a B2B media community to support publishing professionals make better decisions in engagement, conversion and retention.

Week 2: Wednesday, Feb. 4, 11 a.m. to 12 p.m. EST

The importance of building and maintaining your community

An Inside Look: Video Strategy at the AP
The Associated Press produces 44,000 hours of live video and 80,000 video edits per year, a big part of its role as the most trusted source of independent, nonpartisan and factual news. Get an inside look into video strategy at The Associated Press across its products and services.

Speaker: Niko Price, deputy director of video, The Associated Press

Case study: How the AP is growing its YouTube presence
Learn how the Associated Press is growing its presence on YouTube – through video optimization and livestreams – and how metric-driven strategies can increase revenue.

Speaker: Francisco Guzman, video curation supervisor at The Associated Press

Engagement lessons from Reddit: Authentic dialogue always wins
Millions of people gather on Reddit for conversations they care about. But what happens when brands enter the mix? Reddit’s Gabriel Sands will share examples of companies engaging on Reddit in ways that benefit both the community and the brand. The successful ones offer real value and authenticity in their posts, while those who don’t often get bumped by vigilant moderators. This authentic interaction strengthens the community. And, for the purposes of this class, It also provides insights into an important broader trend that prioritizes real, human perspectives in content.

Speaker: Gabriel Sands, news & lifestyle partnerships, media business development at Reddit

Week 3: Wednesday, Feb. 11, 11 a.m. to 12 p.m. EST

The media moment: Real talk about where we are now

It's hard to have a plan right now while navigating the ever-evolving media landscape. Course host Sophie Rosenbaum will dig into how we got here, what audience signals to pay attention to as you refine your strategy and why uncertainty can actually be opportunity.

Speaker: Sophie Rosenbaum, head of digital strategy and coordination at The Associated Press, is an industry expert in audience behavior, newsroom transformations and change management.

Money talks: Pulling back the curtain on revenue

Money is the essential driver of any digital content business. In this panel hosted by AP’s Sophie Rosenbaum, head of digital strategy and coordination, you’ll learn strategies from leaders across the media spectrum sharing unique perspectives on revenue generation. They’ll explore what strategies are working, or not working, now. Participants will also learn about frameworks around building sustainable revenue models.

Panelists:
Jennifer Mizgata, founder and principal, Little Key, a consultancy specializing in business and operational strategy, audience research and program design.
Sophie Rosenbaum, head of digital strategy and coordination at The Associated Press, is an industry expert in audience behavior, newsroom transformations and change management.
Panos Sarlanis, co-founder, IamExpat Media, a media platform for expats in the Netherlands, Germany and Switzerland.