CMA International Content Marketing Summit 2012

Telling brand stories

Thought leaders and marketing experts across the world have long been talking of the potential of content, and it’s now regarded as an essential element of the marketing mix. The 2012 International Content Marketing Summit will explain the benefits of great content and what it can do for a brand, while debating the future of this powerful media channel.

09:00	Opening address: Patrick Fuller, CMA
09:10	Welcome from Chair: Stephanie McGovern, BBC Breakfast, 5Live and Radio 2
09:15	Session 1 - Anticipate: The future of content Content is an constantly developing medium and keeping on top of the latest innovations, strategies and trends is vital if you want your brand to keep up with its competitors. In this fascinating opening session, we lift the lid on the future of content marketing, revealing what your customers will be demanding from your content and how your content will be consumed ten years down the line. This session will give you all the information you need to start planning your future content so that not only will you have a head start on your rivals, but have the knowledge and information required to set in place an effective content plan to take into the future. Jon King, Managing Director, Story Worldwide Melanie Howard, Executive Chair, Future Foundation Matthew Guest, Senior Manager, Deloitte Digital, Deloitte Q&A
10:10	Key note: Dave Trott, Executive Creative Director, CSTTG
10:55	Coffee break
11:15	Session 2 - Plan: The ideal content strategy You can have the greatest content in the world, but without strategy, it’s simply a transient piece of advertising. Content marketing is driving itself forward at such a pace that companies and brands of all sizes need to have a clear strategy of what they’re doing and where they’re going, and this session will give you everything you need to formulate that strategy. Our group of international speakers live and breathe strategy, and it’s their task to open up the world of content planning, ensuring that you gain the maximum amount of value out of your content at every stage of your multichannel campaign. Arjun Basu, Content Director, Spafax Jan Rezab, CEO & Co-founder, Socialbakers Brice Bay, Chairman & CEO, EnVeritas Group and Sofitel and Geoffray Maugin, VP Global Marketing, Sofitel Luxury Hotels Q&A
12:15	Session 3 - Monetise: Making money out of content Your content may captivate thousands of readers, but are there effective mechanisms in place to push those customers towards purchase? Here, we examine the methods and techniques of sales-focused content, and reveal how your brand can capitalise on the roaring success of e- and m-commerce. This session will examine the many opportunities for you to monetise your content, using thought-provoking research and international case studies to reveal how you can successfully convert customer engagement into brand sales. Nicola Murphy, CEO, The River Group and Melanie Stubbing, President, Weight Watchers Europe Toby Guiducci, Digital Sales Manager, The Met Office Catherine Toole, CEO & Founder, Sticky Content Q&A
13:10	Lunch
14:05	Session 4 - Engage: The power of the story One of the unique qualities of content is its ability to lead the customer on an editorial journey, piquing their interest then compelling them to read more using the power of storytelling. The high level of engagement this creates is like gold dust to brands, as it creates a solid bond of trust between brand and customer. This fourth session explores how you can add the art of storytelling to your content, compelling your customers to connect with your brand and foster loyalty. Our team of experts will guide you through the storytelling process, explaining how you can make it work across a number of channels before revealing the fantastic results it can deliver. Nick Morris, CEO, Canvas8 Sara Cremer, Managing Director, Redwood and Claire Hilton, Head of Advertising, Media & Content -UKRBB Marketing, Barclays James Keady, Digital Marketing Manager, Mclaren Automotive Ltd Q&A
14:55	Coffee break
15:15	Session 5 - Create: The vital role of the content creative Chaired by - Marie O’Riordan, Editorial Director, John Brown Content is the ultimate medium for creativity, with agencies across the world providing brands with solutions that break convention and rewrite the rules of marketing. Central to this groundbreaking swell of creativity are the editor and the designer – two roles that are changing almost daily as they take on board new technologies, mediums and ideas. This final session delves into the mind of the creative, understanding how their instinct, imagination and talent can alter a brand’s perception, values and fortunes, as well as giving you inspiration and insight into how your brand could be transformed with the stroke of a key or click of a mouse. Introduction from Marie O’Riordan, Editorial Director, John Brown Steve Watson, Publishing Director, The Church of London Lisa Smosarski, Editor, Stylist Marcus Webb, Co-director, the Slow Journalism Company and Editor, Delayed Gratification Q&A
16:05	Final Keynote: Matthew Taylor, CEO, Royal Society of Arts – How content can inspire change
16:15	Close: Stephanie McGovern
16:25	End

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