|Type:||Presentation recorded at conference|
|Format:||Clickable slide presentations plus streamed audio file only|
|Duration:||14 sessions – varying lengths|
Where to find the presentations
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Expert advice from the leading content marketing professionals
The Future of Marketing Summit inspired you to make smart strategic decisions and gave you the necessary tools to harness your content for customer engagement. You will learn from renowned experts who will share the key to a successful content-driven marketing strategy that will improve ROI. The speaker panel will take you on an inspiring journey across content marketing strategy and will discuss topics such as implementation, innovative means of content generation, new technologies and digital, the latest trends in content distribution, and effective tools of measurement.
- Develop successful content-driven strategies that will allow you to engage with your customers
- Discover the latest trends and make better content marketing decisions
- Gain skills and knowledge from a range of professionals working in content marketing
- Identify the data management tools that will suit to your marketing goals
- Implement digital, mobile and video solutions for an integrated model of communication
- Find your direction in the world of rapidly changing technology
- Measure the success and ROI of your content marketing strategy
|Session 02: Planning your future content marketing strategy
• How do you develop a content marketing campaign that will deliver measurable results?
Adrian Hardy, Head of Marketing, BT Global Services
|Session 03: Enhancing content generation• User-generated content is the future of content marketing
• Learn how to put your audience insight at the heart of your content strategy
• Learn how to harness brand advocates inside and outside the company to drive new content
• Discover innovative tools of generating highly-valuable content
• Integrate your content across different kinds of communications channelsAndrew Grill, Global Managing Partner, IBM Social Consulting
Session 04: Questions And Discussion With The Speakers
Session 05: Panel Discussion
Integrating different sets of skills in content marketing development
• The most difficult challenges of professionals dealing with content marketing
Paul Morris, Head of Digital & Social Media, The Co-operative
Session 06: Driving influencer marketing via Social SEO
• Co-op content for G.O.O.D framework explained
Paul Morris, Head of Digital & Social Media, The Co-operative
Session 07: Putting storytelling in the heart of your brand
• Is there no future for brands without stories to tell?
Jane Clancey, Head of Global Brand, Amnesty International
Session 08: Questions and discussion with the speakers
|Session 09: Knowledge share networking session|
Session 10: Matching your content to your customers
• How to test content hypotheses
Laura Scarlett, Interim Data Director, TimeOut Group
Session 11: Questions and discussion with the speakers
|Session 12: Using social media to drive fame for the brand• Creating different & unexpected social experiences
• Going from local to nationwide conversation
• The role of media partners and celebrities in driving fameRaluca Efford, Head of Digital & Social Engagement, Direct Line Group
|Session 13: Measuring the success of a content marketing
• Measure the effects and ROI of content strategy
Alistair Welham, Head of Marketing, AXA Wealt
Session 14: Questions and discussion with the speakers
Selected Speakers biographies:
|Andrew Canter, Global CEO The Branded Content Marketing Association
Andrew is amongst the leading practitioners in branded content and has over 25 years experience working in marketing communications. He is Global CEO of the BCMA (Branded Content Marketing Association), the global industry body for branded content practitioners.
Andrew is co-author of the academic study, “Defining Branded Content For The Digital Age” and eBook series, BOBCM (Best of Branded Content Marketing) which has been successfully launched on iTunes and other digital platforms.
He lectures in Branded Content Marketing and regularly speaks at international conferences and has been on many industry award judging panels. He is also a member of the Brand Entertainment Cristal Academy and is Chief Content Officer (CCO) at Global Living Brands (GLB), an integrated branded content marketing agency.
|Adrian Hardy, Head of Marketing BT Global Services
Though Adrian’s degree was in Computer Science, his career quickly moved me to Marketing, where he has spent the last 20 years. Adrian really enjoys the complexity of the challenges of marketing within blue-chip companies, the endless variety and working at the leading edge of marketing transformation.
Adrian’s computing background has always driven him love of data, statistics and process. He has taken this forward into his marketing career, where he has been responsible for developing new ways of getting better results from marketing campaigns. Over the last 10 years, Adrian has developed a number of methodologies and systems around customer engagement, relationship nurturing and pipeline forecasting, which have provided a solid foundation on which to develop marketing automation.
|Andrew Grill, Global Managing Partner IBM Social Consulting
Based in London, Andrew is an internationally renowned thought leader in the fields of social business, digital transformation and social media networks. Currently, Andrew is the Global Managing Partner and leads the IBM Social Consulting practice, advising key IBM clients around the world on their digital strategy.
Previously, Andrew was CEO of leading social influence platform Kred, and presents at international conferences on a regular basis, while maintaining a well-read blog at LondonCalling.co about digital transformation and social business trends.
|James Turner, Head of Communications Greenpeace International
James is the Head of Communications for the Arctic campaign at Greenpeace International. After working in political journalism for six years, he made the shift to Greenpeace and hasn’t looked back. James oversees Greenpeace’s flagship “Save the Arctic” campaign, attracting over seven million new supporters in three years. He has pioneered the use of creative communications to unsettle large corporate relationships, most notably in breaking a 50-year partnership between Shell and the toy company LEGO.
He’s also trekked to the North Pole with a group of youth ambassadors to plant a flag for the future at the top of the world. His passion is in finding ways for people in advertising, filmmaking and design to plug into issues like climate change or consumerism. He believes that we must find new ways to talk about these big issues that feel relevant to people outside the ‘Guardian bubble’ and start to make sense to younger people, especially.
|Matt Cory, Managing Director of Sparks Telegraph Media Group
Matt runs Spark, the digitally-led sponsored content team of 100 plus for The Telegraph. Spark launched in Feb 2015, as a digital-led branded content business, with the strapline ‘data, insight, ideas’.
|Paul Morris, Head of Digital & Social Media The Co-operative
Having worked in Digital for 14 years Paul has called The Co-operative Group home for the last 3+ years. Paul’s role sees him heading up Digital and Social Media to develop strategy, plan activity, execute and optimise activity for The Co-operative Group & aid The Co-operative’s business units & functions.
|Jane Clancey, Head of Global Brand Amnesty International
Jane began her career in FMCG marketing with companies including Manor Bakeries and Asda.
As Head of Global Brand and also through a recent secondment as Director of Global Content she is responsible for facilitating best practice with local country teams and leading the creation of content materials that will deliver on the brand promise of inspiring people to take injustice personally, linking them up to campaigns they want to get involved in.
|Laura Scarlett, Interim Data Director TimeOut Group
Laura has spent the last 25 years in the ever-changing world of data-driven marketing, working first agency-side at Wunderman and Dunnhumby, then at a variety of top brands including BA, John Lewis Partnership and The National Trust.
|Raluca Efford, Head of Digital & Social Engagement Direct Line Group
Raluca leads the digital and social strategy for Direct Line Group’s portfolio of brands and is responsible for driving trading performance, editorial content and digital innovation. Her mission has been to embed a digital first culture within marketing and to drive the imperative for social within the business. Raluca has developed new ways of working, capability programmes and operating structures to support this.
|Alistair Welham, Head of Marketing AXA Wealth
Alistair leads marketing for AXA Wealth in its ambition to become the UK’s preferred Retirement Specialist in the wealth management sector.