Past Digital Breakfasts
Content Marketing Throughout the Purchase Funnel – 1st March 2017
The speakers for this breakfast will be discussing how to plan content strategies that deliver value throughout the funnel, as well as content objectives, from raising awareness to driving loyalty.
Abi has over 9 years’ experience working in social and digital content across multiple markets leading brands and currently heads up the Digital Engagement team at MEC Wavemaker.
In 2016 she was awarded Media Week’s Rising Star award and was placed in Media Week’s top 30 under 30. She is dedicated to closing the loop between social content and business objectives, and helping brands make audience first content.
Adam Lewis, B2B Strategist: Content Marketing, Inbound & Social
Topic: The truth about B2B content marketing.
Many B2B businesses claim they are doing content marketing. Most of them are lying. They are still pushing out ads and product-focused content like they always did but now its in the form of social posts, video and infographics! In his talk Adam shares how to create a full-funnel content strategy that blends content, social advertising and marketing automation to deliver results.
Adam is a freelance B2B content strategist. He works with B2B businesses and agencies to create compelling content that drives marketing qualified leads. He uses a data-driven planning process to meticulously map out content that attracts and converts prospects. He has done award winning work for global brands such as IBM, Thomson Reuters, Box, Symantec, Visa, Bacardi and Sony to name a few. Prior to being independent, Adam was Managing Director of social media consultancy, immediate future, Global Digital Director for Burson Marsteller, part of WPP and a public affairs and crisis communications consultant for a city PR firm. Adam’s current clients are KCOM, VISA, Box, Symantec & Haven.
Stephen Bateman, Digital Changemaker and Content Marketing Strategy Expert
Topic: Why and how to turn your content planning strategy on its head for optimum ROI
Most businesses claim to be doing some form of content marketing, albeit poorly and without demonstrable ROI. This is because the majority of marketers are not following best practice content marketing planning, preferring to fill their funnels, rather than shore up their bucket.
Most marketers today plan their content top down, rather than bottom up, using expensive resources to fill their top of funnel content activity without securing the middle funnels and bottom bucket. This results are extreme waste and poor, if any ROI.
In his talk Stephen shares a model for bottom and mid funnel content strategy that reduces waste through the funnel, to deliver markedly higher ROI and improved content marketing results.
Stephen is the UK’s leading content marketing strategy expert focused on supporting the customer journey with great content and improving content’s ROI. He works closely with Dave Chaffey at Smart Insights, Oxford Innovation, Bryony Thomas (Watertight Marketing,) Peninsula Enterprise, Heart of the South West, Innovate 2 Succeed and Instituto Superior para el Desarrollo de Internet (ISDI) to deliver best-in-class strategic content marketing training and support to marketing professionals everywhere.
Content marketing success factors for 2017 -1st February 2017
For this breakfast the speakers will be covering how to deliver true business value through content marketing, measuring return on objectives and return on investment as well as learning from those who are creating successful content marketing.
Gina Balarin, Founder and CEO, Verballistics
Content 2017: storytelling, authenticity, and how to find the ‘golden moment.
What are the key issues for content marketers in 2017? It’s about cutting through the noise and reaching your audience with an authentic message. Gina will discuss how this is made possible through storytelling and identifying your brand’s ‘golden moment’. Gina is the founder of Verbalistics, a bespoke marketing consultancy that focuses on finding the truth of your core messaging. With more than a dozen years of experience under her belt, she has helped companies across three continents find the essence of their business and amplify the stories they tell in a way that reaches, and influences, their target audiences and delivers results.
Ensuring your content ‘works’
In the world of post-truth and an ever more sceptical customer, content marketing has become an essential part of the way brands communicate. However, what use is content marketing if it’s not measurable and doesn’t offer return on investment? Nick will be addressing these issues and looking particularly at how video, as the core of any content marketing strategy, can offer real business value and help drive business goals.
Nick is co-founder of Navigate Video, video specialists advising brands on content marketing and helping them make their video content ‘work’. Over a 20-year career in digital media, Nick has worked with some of the biggest brands in the country from M&S and British Airways to HSBC and AXA, advising them on use of video content to drive goals.
Realtime marketing and the role of video in social media
Previously Dan worked with all UK Broadcasters and Productions to support and develop outstanding integrations of Twitter in TV and Radio. Part platform evangelist, part creative agency – dedicated to working with broadcasters and productions to ensure the most compelling, imaginative and engaging use of Twitter that works best for both TV shows AND their audiences.
With over six years’ experience supporting and managing online communities, Dan was Social Media Producer for the BAFTA and Emmy award-winning multiplatform production Virtual Revolution.
Passionate about social media and digital media, Dan hosted and produced Off The Wall Post – a podcast about digital media in the real world. He also runs training courses and presentations on social media / digital transformation across Europe.