Day 1

20 June 2016

#ContentMarketing

The Content Marketing Institute recently updated its definition of content marketing to: “A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and ultimately to drive profitable customer action.” Good quality content, distributed effectively across digital and social channels, can improve customer relationships, boost engagement and raise brand awareness. However, as the importance of content marketing increases so does the need to evaluate its value. In these sessions we will look at how best to create, curate and distribute content to meet marketing goals. We also investigate what brand’s approaches should be to content marketing in terms of setting goals and measuring its effectiveness: Does content have a ROI? And if so how can this be measured and analysed?

11:30AM

Social media’s role in business transformation – a perspective from GOV.UK

Georgina Goode

Group Head of Engagement and Social Media

Government Digital Service, Cabinet Office

Associated Talks:

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  • Discussing the role of social media in business transformation
  • Debating the shift in focus for social media engagement: from marketing to usability
  • Highlighting the intrinsic role social media plays in business operations, signposting users to the information they need, providing support and using digital monitoring tools to inform better service design
  • Best practice advice on utilising social media content, tools and data to support better service delivery
. Georgina Goode, Group Head of Engagement and Social Media , Government Digital Service, Cabinet Office

Day 2

21 June 2016

10:00AM

Visual storytelling to create engagement across digital channels

  • Benefits of well used visual storytelling as part of your content marketing plan
  • Creating content that goes beyond aesthetics to deliver a lasting experience
  • Humanising your brand through visuals
  • Shaping a media strategy around the content for maximum impact
  • Creating share-worthy stories that align with company goals

01:50PM

Breakout Panel Discussion 2: The art of storytelling: Content Marketing Masterclass

Paul Gill

Head of Digital Engagement

Oxfam

Associated Talks:

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Jason Wills

Marketing Director

Charles Wells

Associated Talks:

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Kelvin Lee

Director, Social Media Marketing for Financial & Risk

Thomson Reuters

Associated Talks:

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Aaron Eccles

Head of Social Media

Endemol Shine UK

Associated Talks:

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Luisella Giani

Head of Digital Strategy EMEA

Axalta Coating Systems

Associated Talks:

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  • Defining the aims for content marketing
  • What makes great content for marketing storytelling?
  • Structures to incorporate user-generated content as part of your content marketing plan
  • Tailoring content for different platforms and audiences
  • Impacts of images, video and text
. Paul Gill, Head of Digital Engagement, Oxfam
. Jason Wills, Marketing Director, Charles Wells
. Kelvin Lee, Director, Social Media Marketing for Financial & Risk, Thomson Reuters
. Aaron Eccles, Head of Social Media, Endemol Shine UK
. Luisella Giani, Head of Digital Strategy EMEA, Axalta Coating Systems

04:00PM

Real-time marketing automation case-study

  • Marketing Automation
  • Understanding your users to create segmentation for personalised digital engagement
  • Benefits and challenges of working with real-time data to create automated personalised experiences
  • How to create dynamic content to target visitors