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 impending 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?
About Speakers:
Ian Colvin | Chief Strategy Officer, Green Park Content
Ian recently 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.
Fe Husaint | Creative Brand and Strategy Director, Green Park Content
Fe has over a decade of creative and integrated marketing experience regionally. She has worked with top international brands like Facebook, Google, Microsoft, Canon, Coca-Cola and Bloomberg – creating engaging brand activations online and offline. Passionate about building brands through providing consumers the ultimate brand experience; she worked on several award-winning campaigns including ‘Pigeon’s BabyFace’ that won Best Original Content 2018 for Marketing Magazine and the ‘Chengdu Pambassador’, which clinched two Gold Awards at the Marketing Awards. The campaign also won Best Use of Facebook at The Shorty’s Awards, where the best in social media are honoured.
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.
About GPC:
Green Park Content is a global tech-oriented brand publisher that connects brands and people. Brand publishing defined as the production, management, distribution, and optimisation of marketing and sales content at scale has become essential to the future growth of every business, and critical to the success of every CMO.
