Content_Marketing_ROI_Summit_2015_Brochure
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The document is an agenda for the Content Marketing ROI Summit taking place on November 10-11, 2015 in Sydney, Australia. The summit will bring together industry experts to discuss strategies and tools for measuring the effectiveness of content marketing programs. Attendees will learn how to define goals, establish metrics, use analytics to improve content, and communicate the value of content marketing to achieve management buy-in. Speakers will provide case studies on measuring content marketing ROI at organizations like Bupa and the National Library of Australia.
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Content_Marketing_ROI_Summit_2015_Brochure
- 1. http://www.progressmedia.com.au/content-marketing-roi-summit.html Content Marketing ROI Summit Measuring reach, engagement and effectiveness of your content marketing initiatives Save $200 when you register by 30 September 10 November 2015 - Main Conference 11 November 2015 - Workshops Novotel Rockford Darling Harbour, Sydney The Content Marketing ROI Summit brings together industry experts and practitioners to discuss the latest strategies, tactics and tools to properly measure the effectiveness of your content marketing program. Attend this summit and learn how to: ? Clearly define business goals in content marketing ? Design and document your content marketing strategy ? Establish correct and meaningful metrics ? Use data and analytics to improve content effectiveness ? Maximise the use of marketing technology and analytical tools to gain valuable data and insights ? Effectively communicate the value of content marketing and achieve management buy-in ? Continuously refine your measurement strategies and processes Who Should Attend This summit has been specifically developedfor directors, managers, specialists andadvisers involved in: ? Content marketing ? Digital marketing ? Content strategy ? Digital strategy ? Social media marketing? Online marketing ? Marketing automation ? Marketing data & analytics? Demand generation ? Digital communications ? Marketing communications? Customer & user experience Meet the Speakers: Rodney Zandbergs Senior Manager User Experience Web Services & Information Policy RMIT University Matt Allison Health & Care Content Marketing Manager Bupa Skye Murray Senior Manager, Content Marketing Robert Half George Dunford Director of Digital Engagement National Library of Australia Amy Broadfoot Audience and Influence Director AnalogFolk Fergus Stoddart Managing Partner Edge - Content Marketing Agency Jonathon Crossfield Storyteller, Writer and Content Marketing Consultant Trevor Young Founder & Chief PR Warrior
- 2. http://www.progressmedia.com.au/content-marketing-roi-summit.html Content Marketing ROI Summit 10 - 11 November 2015 - Novotel Rockford Darling Harbour, Sydney About this Summit Demonstrating ROI for content marketing is difficult. It is probably one of the biggest challenges facing content marketers today. How do you properly measure the true business impact of content marketing? Which metrics really matter? How do you communicate content performance to higher-level management? How do you constantly refine your strategies? The Content Marketing ROI summit brings together industry experts and practitioners to discuss these questions and many others. The event takes a deep dive into the latest strategies, tactics and tools to properly measure the reach, engagement and effectiveness of your content marketing program. ¡°According to the Content Marketing Institute¡¯s 2015 B2B and B2C benchmark reports, less than a quarter of marketers are able to prove content marketing ROI. Measurement is a key area of difficulty: 49% of B2B and 51% of B2C marketers were challenged with measuring content effectiveness in 2014.¡±* *(Content Marketing Institute¡¯s article on¡°How to Create a Benchmark to Measure Content Marketing ROI¡±) The Venue Novotel Rockford Darling Harbour 17 Little Pier Street, Sydney NSW 2000, Australia Phone: +61 2 8217 4000 Sponsorship OpportunitiesThe Content Marketing ROI Summit is a timely eventfor the burgeoning number of content marketersthroughout Australia. By providing an independentand powerful case study driven agenda, it willattract a highly engaged audience and effectivenetworking environment. For more information, please contact:David Lewis DIRECTOR ¨C Sponsorship & EngagementEmail: davidl@progressmedia.com.au Registration Fees Summit Package (Conference + 2 Half-day Workshops) Conference + 1 Half-day Workshop 1-day Conference Only Workshop Day Only (2 Half-day Workshops) (1) Half-day Workshop Early Bird (ends 30 September) $ 1695 +GST $ 1345 +GST $ 895 +GST $ 895 +GST $ 545 +GST Standard (from 1 October) $ 1895 +GST $ 1495 +GST $ 995 +GST $ 995 +GST $ 595 +GST Your ticket includes the attendance fee, presentation materials and handouts plus all catering (arrival tea & coffee, morning & afternoon tea, and lunch). This does NOT however include travel and accommodation. To register simply go to http://www.progressmedia.com.au/registration-content-marketing-roi-summit.html
- 3. http://www.progressmedia.com.au/content-marketing-roi-summit.html Content Marketing ROI Summit Day 1 - Main Conference (10 November) Novotel Rockford Darling Harbour, Sydney 8:30 ¨C 9:00 am Registration and coffee 9:00 ¨C 9:10 am Welcoming remarks from the Chair Rakhal Ebeli Founder & CEO Newsmodo 9:10 ¨C 9:50 am What does content marketing¡®success¡¯look like? ? Who decides whether your content marketing is successful? (It isn't you...) ? What do you want to achieve? Establishing clearly defined goals for content marketing ? Aligning content with overall business objectives ? Why you need to document your content marketing strategy ? Building a measurement strategy: Translating business goals into metrics and KPIs 9:50 ¨C 10:00 am Q&A and open discussion Jonathan Crossfield Storyteller, Writer and Content Marketing Consultant 10:00 ¨C 10:40 am Shifting Perceptions and Driving Real Returns with a Content Hub ? Gaining valuable customer insights to produce the right content for the right audience at the right time ? Developing educational and¡®non-product¡¯content to help build trust and change people¡¯s understanding of Bupa and its services ? Linking content performance and metrics with overall business objectives ? Communicating content metrics to higher-level management and what they mean to the business 10:40 ¨C 10:50am Q&A and open discussion Matt Allison Health & Care Content Marketing Manager Bupa 10:50 ¨C 11:10 am Morning Tea 11:10 ¨C 11:50 am Learn and earn through content marketing analytics ? Getting your house in order: Ensuring websites are collecting usable, useful and accurate data ? Knowing what to measure: Moving from data reporting to data analysis that identifies useful customer behavior information ? Extracting actionable findings: Gaining insights into customer pain points and making positive changes ? Making it resonate: Getting buy-in from senior management through better communication 11:50 ¨C 12:00 pm Q&A and open discussions Rodney Zandbergs Senior Manager User Experience Web Services & Information Policy RMIT University 12:00 ¨C 12:40 pm PEOPLE POWER: Why the future of content marketing is human ? Why generosity of spirit is the new¡®killer app¡¯ ? Which brands are taking a heart-first approach to marketing and as a result are growing large and engaged audiences (not to mention revenues) ? Why content marketing is not just the content you publish but the connections people within your organisation make and the relationships they build with clients, customers and influencers ? How to harness the passion, knowledge and expertise of your people to super-charge your content marketing efforts 12:40 ¨C 12:50 pm Q&A and open discussion Trevor Young Founder & Chief PR Warrior 12:50 ¨C 1:40 pm Networking Lunch 1:40 ¨C 2:20 pm The Challenges & Opportunities in Improving Content Marketing for a Global Company ? Refining the overall strategy and clearly defining what success looks like ? Reporting content marketing performance globally ¨C as part of the bigger marketing performance reporting ? Communicating the value of content marketing outside the quantitative metrics: customer retention, brand awareness and reach ? Comparing notes with teams in other countries: Understanding what has worked and what hasn¡¯t ? The need for more sophisticated tools and attribution models to better track content marketing performance 2:20 ¨C 2:30 pm Q&A and open discussion Skye Murray Senior Manager, Content Marketing Robert Half 2:30 ¨C 3:10 pm Building on User Engagement at the National Library of Australia ? Clear goals: Establishing the overall goal of increasing access and use of the library¡¯s collection online and on-site ? Data and iteration: how looking at the performance of content has influenced content strategy ? Many pathways, many channels: Finding the way to collections through blogs, exhibitions and apps 3:10 ¨C 3:20 am Q&A and open discussion George Dunford Director of Digital Engagement National Library of Australia 3:20 ¨C 3:40 pm Afternoon Tea 3:40 ¨C 4:20 pm Content measurement and ROI frameworks to track the effectiveness of content marketing ? The measurement challenge - content versus advertising ? Creating and implementing a short and long-term measurement strategy ? Driving effectiveness through ongoing the optimisation of your content strategy ? Developing content measurement and ROI frameworks that cover: reach, engagement, sales, data and commercial ? Using tracking tools, A/B testing, insights and analysis systems and processes that drive content marketing performance across paid, owned and earned media 4:20 ¨C 4:30 am Q&A and open discussion Fergus Stoddart Managing Partner Edge ¨C Content Marketing Agency 4:20 ¨C 5:00 pm Panel Discussion: Communicating the long-term value of content marketing ? Demonstrating content marketing ROI to management and the rest of the organisation ? Aligning metrics with the ones that matter to the C-suite and other stakeholders ? Measuring content performance based on long-term monetary worth and usefulness ? Understanding that content marketing is a long-term strategic commitment to build trust with customers and prospects Panel Moderator: Amy Broadfoot Audience and Influence Director AnalogFolk Panelists: David Sams Marketing and Communications Manager Michael Crouch Innovation Centre, University of New South Wales Rodney Zandbergs Senior Manager User Experience Web Services & Information Policy RMIT University 5:00 ¨C 5:10 pm Closing remarks from the Chair 5:10 ¨C 6:10 pm Networking Drinks Richard Parker Managing Partner (Strategy) Edge ¨C Content Marketing Agency Matt Allison Health & Care Content Marketing Manager Bupa
- 4. http://www.progressmedia.com.au/content-marketing-roi-summit.html Content Marketing ROI Summit Day 2 - Workshops (11 November) Novotel Rockford Darling Harbour, Sydney 8:30 ¨C 9:00 am Registration and coffee 9:00 ¨C 12:30 pm Workshop A Developing an effective content marketing strategy that drives ROI Most content marketing efforts fail due to the lack of strategic planning. Learn how to develop a content strategy that will drive ROI. The workshop will include: ? Developing a content strategy built on customer needs using customer profiling and segmentation, lifecycle management, SEO ? Creating a central brand story that ladders back to your business and marketing objectives ? Competitive media consumption analysis to ensure reach and engagement ? Developing a creative platform to align content efforts ? Developing content pillars and themes Facilitated by: Richard Parker Managing Partner (Strategy) Edge ¨C Content Marketing Agency 12:30 ¨C 1:30 pm Networking Lunch 1:30 ¨C 5:00 pm Workshop B Content Marketing Strategy Implementation: How will content be managed and measured? From getting the approval to determining success, a strategy is only ever as good as what you can measure and prove. Learn how to set realistic goals and expectations, while weaving measurement and reporting into your strategy from the very beginning. 1. Content Workflow and Governance ? Streamlining the process for the development, approval and publishing of content ? Determining roles and responsibilities 2. Measuring Content Performance ? Establishing key content metrics ? Linking metrics back to business goals ? Setting up methods of tracking and reporting performance 3. Continuous Improvement ? Refining your content marketing strategy on an ongoing basis ? Reviewing processes, technologies and tools used for measurement Facilitated by: Jonathan Crossfield Storyteller, Writer and Content Marketing Consultant Richard Parker Managing Partner (Strategy) Edge ¨C Content Marketing Agency Richard Parker is Managing Partner and Head of Strategy at Edge. With a strong grounding in planning across digital, social, mobile, CRM and custom publishing, Rich is responsible for content strategy across all Edge clients, as well as the strategic direction of the business. Rich built up his expertise in London, where he worked with Seven, Large Design and Story Worldwide before setting up boutique creative agency Better Things, sharing his nous for strategic planning with a large number of brands, including ASOS.com, Aviva, Est¨¦e Lauder and Johnson & Johnson. Now a fully fledged Sydneysider, Rich has built a reputation for himself in the industry, regularly contributing to bandt.com.au, mumbrella.com.au and SmartCompany.com.au and speaking at events such as Mumbrella360, B&T MAD Week and the Mumbrella Festival of Branded Content and Entertainment. Workshop Facilitators: Jonathan Crossfield Storyteller, Writer and Content Marketing Consultant Jonathan Crossfield calls himself a storyteller, because that¡¯s easier than listing writer, digital marketer, journalist, copywriter, social media consultant, workshop trainer, event speaker and opinionated blogger. Jonathan has won awards for magazine articles and blog posts on digital marketing. Currently, he writes a regular, outspoken column on social media for Chief Content Officer magazine, published by the Content Marketing Institute. Past and current employers, clients and projects include Netregistry, Ninefold/Macquarie Telecom, Macquarie Bank, Reddo Media, Amway, Telstra Smarter Business/Bauer Media Group, Robert Half and American Express. He also fits in copywriting and content duties for Sliced Marketing and King Content while running occasional workshops and training sessions for various partners.