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Career Development

Bootcamp—The 4 E’s of Engagement: How to Create Content that Moves Your Audience to Action

Business owners and marketers know that their content needs to drive conversions, but often, they are publishing content that doesn’t truly serve their audience or drive them to action. What’s the solution? Create content according to the 4Es of Engagement. In this session, we examine case studies from the AEC industry that demonstrate the power of content that educates, explains, empowers, and entertains to engage your audience, build brand loyalty, and translate that content into business results. Zontee will also share key takeaways that will allow you to start planning and deploying more effective content marketing today.

Coming out of this program, you will learn:

  • The 4Es framework for identifying and creating content that moves the audience
  • How to adapt content for specific social media channels
  • How to identify the right content and audience needs on each social media channel
  • Best practices for creating impactful social media content

About the Speaker | Zontee Hou

Zontee Hou is a passionate advisor and teacher of communications. She’s the founder of Brooklyn-based digital marketing agency Media Volery and head of strategy for the respected consultancy, Convince & Convert, led by Jay Baer.

Her nearly 15 years of marketing industry experience includes work for the IMF, the UN Food and Agriculture Organization, Allstate Insurance, and Indiana University. She is one of TopRank’s top 50 most influential content marketers, and her work has garnered multiple awards including several PR News Platinum Awards and a Forrester Groundswell Award.

In addition, Zontee’s years of experience as a faculty lecturer at Columbia University and adjunct lecturer at the City College of New York—CUNY’s flagship college—inform her unique ability to draw connections between marketing methodology and business goals. Zontee received her Masters of Science in Strategic Communications from Columbia University and her Bachelors of Science in both Marketing and International Business from NYU Stern.

She is based in New York City, where she lives with her husband and an ever-growing assortment of cooking accouterments.

Organizations and brands that Zontee has been honored to speak for include: American Advertising Federation, Adobe SPARK, CAMEX, Cynopsis Media, Content Marketing World, ContentTech, Innovation Congress, Insurance Thought Leadership, LeadsCon Connect to Convert, MarketingProfs B2B Forum, Meltwater Social Summit, Mutual Fund Education Alliance, Platinum Guild International, PCMA, SCORE Association, Senior Care Marketing Summit, Social Fresh, Social Media Marketing World, Teachers Pay Teachers, Texas Tech University Health Sciences Center, and The National Needlearts Association.

Cancellation Policy: If you can no longer attend an event, we encourage you to find a substitution; substitutions are welcome at any time. Full refunds will be granted if cancellation is made 72 hours before the event’s start time. No refunds will be made for no-shows. Email for substitution or refund requests.

We use PayPal as our payment processor. However, you will have the option to use a credit card or debit card for payment. You do not have to have a PayPal account to register and pay for an event. When checking out you will have to choose PayPal as the payment method. However, on the next screen, you’ll see the option to pay with a debit card or credit card.


  • Regina Sibilia,

    Tighe & Bond, Inc.

  • Elizabeth Engoren,


  • Jie Li,


  • Emily Raymond,

    Sanborn, Head & Associates, Inc.

  • Kerry Duran,


  • Suzanne King,

    Mass. Electric Construction Co.

  • Brittany Sampson,

    New England Lab

  • Julia LeBlanc,


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