As brands set higher and higher ambitions on first party data gathering and building direct relationships, changes from Google are starting to have massive impacts on brand websites. Next to restricting access to third-party cookies, widely anticipated changes to Core Web Vitals are tearing into website traffic. And if they haven’t yet, they will from May.
Publishers are well positioned to win as they are content rich and Google likes content. Whereas brand websites are still not user-led, content is brand-focussed and enterprise tech leads to sometimes shockingly poor site performance. Not surprising that 95% of brand website content hardly gets seen.
Yet, there is a way out of this. Taking your brand hat off and starting from your audience needs, creating a publishing approach for your brand website and getting your technical performance house in order. It isn’t rocket science but brand owners are not acting fast enough. We share the facts in this provocative webinar but also practical support for brand and content leaders to turn an impending crisis into an opportunity.
Join us as we’ll explore the issues and show new publishing and tech content solutions available to brands and see real- life practical examples of how the likes of Unilever, Pernod Ricard and Danone have adopted these to fuel their data ambitions.
About Speakers:
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. He will share some of his experiences driving large scale digital transformation and brand repositioning programmes for global brands.
Jonathan Fink | Head of Search and Innovation, Green Park Content
Jonathan has unique experience of delivering Search campaigns over 18 years for large transactional consumer websites. Working with companies like Argos and ECCO Shoes, Body Shop and Ralph Lauren, Jonathan has huge experience in combining SEO with disciplines like UX, A/B testing, Mobile, Social, Apps and Marketing Automation to help drive online sales growth.
John Caro | Head of Marketing, RELX International
John has over 15years of creating meaningful stories that connect with consumers, crafting Brands anchored on purpose, and codifying Brand Keys that make them Regional and Global icons - from top household brands like Knorr and Walls Ice Cream to innovative technology devices like RELX SuperSmooth Vapes.
John is an “always on” catalyst sizzling the Digital Transformation and Precision Marketing agenda of Unilever: defining brands’ digital strategies, leveraging on data and technology and leading the Digital Upskilling programs for marketing communities across 13 markets in South East Asia and Australia.
Pierre de Greef | Digital Transformation Officer, Pernod Ricard
Pierre is a seasoned CMO digital specialist with 20 years experience, across 3 continents, on Electronics, Mobile, Entertainment and Spirits. Having worked both agency side and brand side, previously having been the CMO for Apple and iTunes in LATM, will bring a unique perspective to the discussion around the future of how brands approach their content marketing strategies. Pierre is now the chief transformation officer for Pernod Ricard, leading the digital agenda across the business.
