Within the last five years, the content marketing industry has experienced incredible change. Historically, success has been defined and measured by page views, vanity brand metrics, engagement, and attention time. While these metrics are important, they do little to drive business action that ties content marketing to ROI.
The time is now for marketers to force change and reinvent the definition of content marketing success. The performance era is here.
Join us at ThinkContent London as we gather the brightest in the industry and regain focus on what matters most – delivering performance while still creating inspiring content that audiences want and need. Let's ask ourselves, how can we unite the power of brand, performance marketing, and exceptional storytelling to achieve the greatest business success possible?
Record Breaking Content: How Guinness World Records adapted their publishing model for a content and digital-first world
Samantha Fay, SVP Global Brand Strategy, Guinness World Records
The nostalgia of leafing through the Guinness World Records' annual edition is familiar to many. While we may never run the fastest mile nor wear the most t-shirts at once, marketers have the opportunity to produce content that's truly record breaking. Samantha Fay, SVP Global Brand Strategy shares content marketing tips Guinness World Records applied when repositioning the brand and diversifying their range of products. In this session, you'll learn how to: produce bespoke content for different markets, use content to enhance the customer experience, and adapt content for a digital-first world.
Leading a Digital Transformation with Content: How to create a successful content strategy that aligns to business objectives and delivers ROI
Neil Morgan, EVP Digital Marketing, Sage
Sage, one of the world's largest technology companies, put content at the core of their business transformation and built customers for life. Their content program, Sage Advice, features relevant, authentic, and informative content for their target audience, enabling them to serve as strategic advisors. During this session you'll learn: how Sage aligned internal stakeholders; developed a transformative marketing strategy using content as a pillar; hired a world-class team of content marketers; and leveraged conversations with their audience to create content, all to build a strategy that's seeing tremendous results.
Driving Revenue from Content: How Estée Lauder uses influencer and user-generated content to increase sales and grow their brands
Alicianne Rand, Executive Director Global Content Marketing, Estée Lauder
Authenticity is a must-have ingredient in delivering content that resonates with consumers. As the #1 prestige beauty company, The Estée Lauder Companies optimize their global presence by leveraging influencers and consumers to produce locally relevant, authentic, and quality content. In this session, you’ll learn how to tactically leverage influencer and user-generated content to drive business objectives and increase sales.
NewsCred Keynote: The Science of Content Marketing: How to create predictable revenue in the performance era
Shafqat Islam, CEO, NewsCred
The goal of content marketing is no longer just to be good at content. The goal is to be good at business using content. This evolution affords marketers significant opportunities to execute their most ambitious, creative work to date while providing tangible business value. During this session, learn how to use concrete methodologies and data to inform and measure content marketing performance.
The Marketing Transformation: How companies are prioritizing customer advocacy by leveraging the power of content marketing
Emma Roffey, Marketing Director EMEAR, Cisco
There’s one skill above all others that contributes to success in today’s B2B marketing space: the ability to drive and manage change. In this session, hear how Cisco transformed their marketing programs by leveraging customer advocacy and content marketing. Sharing candid insights and practical lessons, Emma Roffey will reveal how Cisco adapted the architecture of their marketing models, built a content team, and embedded new ways to measure content success.
The Evolution of an Imperfect Content Program: How to adjust your content strategy and measurement approach to survive the next quarter
George Webster, EMEA Content Marketing Lead, HP
For HP, the content marketing journey has been a five year endeavour. The road to success has been extremely bumpy and in a state of constant evolution to gain executive attention, budget, and resources. Years later, HP's program is thriving and competes as a top contender amongst other marketing channels. In this session, learn how HP is beginning to win at content marketing by adjusting their strategy and performance measurement
Dean Aragon, Global VP Brand and CEO Shell Brands International AG, Shell
Brand engagement was a challenge for Shell until the company decided it was time to reverse their marketing syntax, reengineer their content, and humanize both their brand and audience. By recognizing that their audience was comprised of real people who had passions, interests, and emotions, the company developed the 'Make The Future' campaign, which reverberated with success. In this session, Dean Aragon, Global VP Brand and CEO Shell Brands International AG, shares with interviewer, Shafqat Islam, how he's changed the way Shell approaches content creation by tapping into audience humanity.
Steve Rayson, Co-Owner, BuzzSumo
For many marketers the concepts of amplification and virality are afterthoughts. Search engine optimization, social sharing, influencers, and paid promotions are powerful tools that help content programs scale. In this session, learn tactical ways to increase traffic and improve performance for all your existing and yet to be drafted content. Content amplification will quickly become part of your strategy and the possibility of going viral, more likely.
Jack Dyson, Global Head of Content Strategy, SAP Hybris
Michael Mischker, Global Vice President Digital Marketing, SAP Hybris
SAP Hybris creates each piece of content to be a constellation asset – enabling multiple uses and formats for global initiatives, product communications, and customer touch-points. In addition to getting the most out of the content they create, the team’s measurement of engagement and performance keep the “conception to performance” wheel turning. In this dynamic session, you’ll learn the top ways to engineer your content for maximum value and how to measure these tactics for optimal performance.
