Content marketing dagen 2018 - Fra innhold til konvertering
Content marketing har bevist at riktig bruk øker engasjement og spredning. Nå er det tid for markedsførerne å bevise at riktig bruk av content marketing også vil øke omsetning og resultat. Men hvordan måle resultatene?
Markedsførernes oppgave vil nå være å knytte verdi til innholdstrategien som har blitt en del av den integrerte markedsstrategien. Vi vil også se på hvordan influencer marketing kan bygge merkevarer, generere leads og salg. Dette er noen av temaene som vi vil berøre på content marketing-dagen, der vi får presentert foredrag og caser både fra inn- og utland.
NB, konferansen er nå utsolgt!
Program
Torsdag 01.02.2018
01 / 01
08:15 - 09:00
Registrering og frokost
09:00 - 09:45
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Stepping out of the niche – how Content can drive Business and Brand Performance
Gregor Vogelsang, Managing Partner and Managing Director of Strategy & Internationalization, C3
Gregor will talk about the next step in the evolution away from content marketing towards the future of marketing and our strategy to become a future lead agency of reference with large, global brands as well as our future positioning which will be content / creative led, consumer centric and tech enabled. Also, he will talk about how it will be much more about driving brand and business performance at the same time.
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How to elevate the results of your content marketing
Ian Cleary, Founder, RazorSocial
If you are more strategic about your content marketing you can generate significantly more reach and revenue. In this session, Ian will share strategies, tools and tips for driving more relevant traffic to your content and producing more ROI.
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Why (and how) we totally redid Santander’s communication strategy
Henrik Eriksen, Content Marketing Specialist B2C, Santander
Anna Berndtsson, National Marketing & Sponsorship Manager, Santander
Santander Consumer Bank stepped out of the most noisy ad categories, and put a big bet on content marketing in owned channels. In this talk, they share how to succeed, through aligning insights, strategy, organisation and agencies.
Alexander Flensburg, Senior Content Marketing Manager Nordics, Zalando
With technology advances and more complex data systems our options for how we search for information have greatly increased. How is voice and visual search looking today and how may it change the way we and our customers search for things tomorrow?
Jesper Laursen, Founder, Native Advertising Institute
Native advertising is the fastest way to drive real tangible business results with your content and it is growing like a wildfire. Learn how to get your content in front of the right people at the right time by using paid content distribution. In this session we’ll dig deep into some of the best award-winning cases in the world and see what it takes to succeed with native advertising.
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Influencer marketing – hva, hvordan og med hvem?
Pia Tryland, Daglig leder, Chili Media
Hvordan kan influencer marketing bygge merkevare, generere leads og salg? Pia Tryland gir en innføring i Influencer marketing som en del av en content marketing-strategi eller som enkeltstående kampanjer, og viser til suksesskriterier og gode eksempler.
VICE Scandinavias Head of Strategy, Vicky Chen, will explain how VICE's in-house creative services agency, Virtue utilizes an editorial approach to commercial content when creating content for a millennial audience in the digital age.
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Your Content Marketing Strategy Needs a Reality Check
Jason Miller, Global Content Marketing Leader, LinkedIn
Marketers have been operating under a false pretense regarding their audience's ability to concentrate for longer than 8 seconds. I call this the Myth of the Goldfish. In this session, I'll debunk the myth and reveal how changes in society's ability to multi-task are transforming how companies should approach their advertising strategy and content marketing efforts.
You will leave this session with a new understanding of: 1. How to create the most efficient content to fuel your demand generation efforts. 2. Why long-form content is an essential part of a successful integrated marketing strategy. 3. How to use advertising on LinkedIn as a testing ground for your broader content marketing strategy. 4. The importance of empowering employees as advocates to significantly expand the reach of your content.
Knut Kristian Hauger, Ansvarlig redaktør, Kampanje
Sponsorer
Spoon er et prisvinnende byrå som jobber i krysningspunktet mellom journalistikk og markedsføring. Vårt opphav er redaksjonelt og kjernen i vårt arbeid er å skape forandring gjennom god historiefortelling og treffsikker distribusjon. Vi jobber tett sammen med våre kunder for å sette tydelige mål, forstå kundens målgrupper og lage kreativ kommunikasjon som treffer riktig person i riktig øyeblikk.
National Marketing & Sponsorship Manager, Santander
Henrik Eriksen
Content Marketing Specialist B2C, Santander
Ian Cleary
Founder, RazorSocial
Gregor Vogelsang
Managing Partner and Managing Director of Strategy & Internationalization, C3
Knut Kristian Hauger Ansvarlig redaktør, Kampanje
Knut Kristian Hauger er ansvarlig redaktør og daglig leder i Kampanje Media AS og en ofte brukt debatt- og konferanseleder i medie- og kommunikasjonsbransjen. Han har jobbet både som journalist og nyhetssjef siden 2001.
Jason Miller Global Content Marketing Leader, LinkedIn
B2B marketing experts aren’t supposed to take their strategic inspiration from The Clash, Kiss and Guns n Roses. They’re not supposed to deliver anecdotes and one-liners faster than a Motorhead guitar break. They’re not supposed to have that many tattoos.
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In short, they’re not supposed to be Jason Miller.
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If Jason doesn’t look or sound like a B2B marketer, it’s probably because he never planned on being a B2B marketer. After 10 years in the music business, he’s brought a unique approach to content and social media marketing at Marketo and LinkedIn, translating small budgets into proven ROI and helping other B2B marketers to do the same. His ideas, strategies and tactics aren’t just inspiring and entertaining – they’re proven to work on the frontline, helping break down and overcome some of the biggest challenges that marketers face today.
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A prolific writer, commentator and speaker, Jason is now the global content marketing leader at LinkedIn, a professor of marketing strategy at the University of California, Berkeley, and the best-selling author of Welcome to the Funnel: Proven Tactics to Turn Your Social Media and Content Marketing up to 11. When he’s not plotting the latest SEO trends, innovating new content marketing formats, or tracking the ROI of social, he’s fuelling his rock n roll soul as an award-winning concert photographer. It’s a combination that brings a unique energy and a unique perspective to the world of B2B marketing: passionate, creative, no-nonsense and innovative; helping brands tell their story like they’re ready to change the world.
Vicky Chen Head of Strategy, VICE Scandinavia
Psychologist-turned-strategist who’s spent the last 10 years crafting marketing solutions for global brands in New York, Amsterdam, San Francisco, and now Scandinavia. I oversee the strategic output for VICE across its offices in Copenhagen, Stockholm, and Oslo, with a current focus on business development and building out a team in Norway.
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I have a diverse background, ranging from brand & creative strategy, to digital/UX strategy and customer experience design. In previous roles, I’ve re-imagined digital platforms for tech clients such as Visa, Hyatt, Verizon and Salesforce, as well as creating global launch strategies for CPG brands such as Heineken, Red Bull and Adidas.
Pia Tryland Daglig leder, Chili Media
Pia Tryland er eier og daglig leder av innholdsbyrået Chili Media og har jobbet med innholdsmarkedsføring i over 10 år, og bistår bedrifter og merkevarer med rådgivning og strategi, i tillegg til produksjon og drift av innholdskonsepter. Pia står også bak VIXEN med den årlige prisutdelingen VIXEN Awards.
Jesper Laursen Founder, Native Advertising Institute
Besides from founding the Native Advertising Institute, Jesper Laursen is the CEO of Brand Movers and Media Movers. The companies work respectively with content marketing and journalism. Jesper, a passionate content marketing and native advertising entrepreneur and speaker, believes that native advertising done right holds a great potential for getting your message across to the right people, at the right time, and in the right manner.
Alexander Flensburg Senior Content Marketing Manager Nordics, Zalando
Alexander Flensburg joined the Swedish Content Marketing team for Zalando in Berlin back in 2012 and is now responsible for the SEO & Content Marketing team for the Nordic market. Alexander is originally from Sweden where he studied language & communication at Uppsala University. Last year Alexander visited Universities in Oslo and Bergen to talk to about the future of e-commerce and Zalando, he is looking forward to come back to Norway once again in 2018 to share his thoughts about voice & image search. His interest in languages and new cultures brought him to live the last 10 years abroad, most recently in Barcelona and Berlin. Apart from his passion for Content Marketing he also has a soft spot for the latest sneaker trends and all things basketball.
Anna Berndtsson National Marketing & Sponsorship Manager, Santander
Henrik Eriksen Content Marketing Specialist B2C, Santander
Ian Cleary Founder, RazorSocial
Ian Cleary is the founder of the digital agency RazorSocial and also Co-Founder of the cold email outreach tool – OutreachPlus. He was recently listed as the 17th most influential content marketer globally by Onalytica.
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Besides his work on RazorSocial, he regularly contributes to Entrepreneur.com and Forbes. He’s also been featured in major industry publications including VentureBeat, New York Times, Fox News, Huffington Post, and many more.
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Ian’s blog was listed as one of the top 10 marketing blogs globally by INC.
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Ian consults and trains brands on how to develop and execute influencer and content marketing programs
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Ian is consistently listed as one of the top speakers at Content Marketing World where he spoke for the last 4 years in a row.
Gregor Vogelsang Managing Partner and Managing Director of Strategy & Internationalization, C3
Gregor Vogelsang is Managing Partner and Managing Director of Strategy & Internationalization at C3, the agency that was created at the end of 2014 from a merger between the Burda Creative Group and Kircher Burkhard. Before becoming Managing Director of the Burda Creative Group in 2011, he was a responsible partner with the European media consulting team at Booz & Company.
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Gregor Vogelsang studied journalism at the Ludwig-Maximilians University in Munich and is a graduate of the German School of Journalism. He also has a degree in management studies from the London School of Economics and Political Science (LSE) and a Masters from INSEAD in Fontainebleau, France.
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In addition to his role as the managing partner of C3 in charge of strategy, he is the Chief Operating Officer of Burda Magazine Holding – a position he has held since 2011.
