In today's world of non-stop advertising and information, brands are having to compete for the attention of an increasingly overloaded consumer. Combine this with Google's phasing out of third-party cookies, and it's never been so crucial to re-think your brand's publishing strategy.
In this virtual workshop, we'll explore the key reasons for 'thinking like a brand, and acting like a publisher'. Why do content strategies need to evolve and what are the important changes to the media landscape that marketing teams need to be aware of?
We'll then look at how to do this in practice. From how you use insights to uncover what will engage your audiences, to how you use content to shift the dial in your overall category.
We'll explore:
WHY brands need to rethink their content strategy to act more like publishers?
WHAT this means from a practical perspective and how you start to make the shift?
WHO is getting it right from a content perspective and what can we learn from them?
HOW you identify opportunities within your category, reduce reliance on paid media and create hero, help and hygiene content that gets cut-through?
PROVE Case studies and successful brand examples we can learn from
About Speakers:
Ji Ching Tang | Transformation Lead, Eu Yan Seng & Unilever
Ji Ching is a marketing transformation leader who most recently led transformation and growth at Eu Yan Seng, 142-year-old, well-loved Traditional Chinese Medicine brand with a mission to make TCM more accessible to all. Prior to that, Ji Ching headed digital strategy for Unilever's Foodservice business, collaborating with over 500k chefs across South-East Asia. At Unilever, she worked across multiple brands, geographies, functions and leadership capacities. Ji Ching enjoys building brands and businesses, leading purpose-driven teams and nudging people towards their ikigai.
Ian Colvin | Chief Strategy Officer, Green Park Content
Ian joined Green Park Content as Chief Strategy Officer after 24 years at Unilever. An early claim to fame was creation of the Marmite Love Hate campaign and more recently driving a digital transformation in a global Foods division. His last role was Global VP Digital Marketing for Lipton Ice Tea. Ian has a wealth of experience in driving large scale digital transformation and brand repositioning programmes for global brands.
Ayie Austria | Head of Search & Innovation, Green Park Content
Ayie has over 14 years unique expertise leading search experience optimisation and working internationally in Singapore, Australia and Philippines, for both industry leading agencies and brands. Ayie's deep digital marketing, technical, e-commerce and SEO experience make her a powerhouse of insights for driving growth and competitive edge. Ayie is powered by her own personal passion and fascination for data, tech and content to drive growth and acquisitions to a business.