Content marketing – planning, delivering and distributing stand-out content
CharityComms organisational and individual members: £175+vat
Corporate Partners: £220+vat
Small charity (income up to £1m): £195+vat
Medium charity (income £1-5m): £245+vat
Large charity (income £5m - 10m): £280+vat
Super large charity (income £10m+): £310+vat
Corporate/Public sector: £395+vat
Please note that the venue is located in the Canary Wharf area by the South Quay DLR station
With consumers increasingly irritated by the interruption of ads, content marketing is a powerful way to reach a targeted audience by providing them with information they want and content that matches their interests.
Charities have a fantastic fund of engaging stories and interesting and important information to share — join us for a packed day of workshops and charity case studies showing how you can make the most of your rich mine of content.
On the agenda:
- Defining your content strategy
- Test and refine — using data and analytics to inform your strategy
- Understand your audience
- Content planning — generating a flow of content ideas
- Podcasting — could your charity be making use of audio?
- Brand journalism — establish your brand as a trusted source of expertise
- Experiential marketing — taking content out into the real world
- The place of print — what content do people still want on paper?
- Content marketing and SEO — how they work together
- Effective user-generated content
- Social strategies for success
Refreshments and snacks will be provided during the breaks and at lunch you'll have a choice of three hot meals (one meat and two vegetarian options) plus a salad bar and desserts.
On the agenda
|09.30 - 10.00||Registration|
|10.00 - 10.10||
Adeela Warley, CEO,
|10.10 - 11.00||Lightning talks: three short, inspiring case studies to kick-off the day|
|10.10 - 10.30||
Coordinating your content: the art of compromise and redirection
|10.30 - 10.45||Why Snapchat should be part of your content strategy
Snapchat has exploded in popularity with 158 million people using it every day. The average Snapchat user spends 30-minutes per day sending videos and photos to their friends and most are aged 13-34 years old. NICE recently decided to use Snapchat to speak directly to young people to raise awareness about the simple hygiene steps we can all follow to reduce the spread of infections. In her talk, Jay will outline why Snapchat suited this awareness campaign and how you could use the platform as part of your content strategy.
Jay Stone, digital media manager,
|10.45 - 11.00||Earth Hour: top tips for crowdsourcing video campaigns
On 25 March 2017, millions of people around the globe will set aside an hour to host events and switch off their lights for Earth Hour – a campaign encouraging climate change action. Recognising that people are at the heart of climate change, WWF wanted this year’s Earth Hour to have a personal tone. To do this it is crowdsourcing its central campaign video engaging Userfarm's 120,000 filmmakers from around the world to make films about why people should act. In this case study, Matthew will offer his top tips for developing and sharing user generated video content for your campaigns.
Matthew Lee, global images editor,
|11.00 - 11.30||
|11.30 - 12.30||Breakout one: workshops (repeated at 12.35)|
|1a. How to develop better creative content
Content alone isn't enough to engage your audience. You need to develop original and creative ways to tell stories to make shareable content that really speaks to your audience. In this workshop, Tom will give you techniques and practical advice on how to develop better creative content ideas for your charity. In the first half of the workshop Tom will go over idea generation techniques, before splitting into groups to brainstorm and develop your own content ideas. To get the most out of the workshop, come armed with a communications challenge you think creative content could solve.
Tom Tapper, co-founder,
Nice and Serious
1b. Understanding your audiences
1c. It’s all in the planning: developing your content schedule
1d. Creating powerful podcasts on a budget
|12.35 - 13.35||Breakout two: workshops repeated (see above)|
|13.35 - 14.25||Lunch|
|14.25 - 15.05||Breakout three|
3a. Using Facebook ads to improve the reach of your content and engage new audiences
3b. Shouting louder than Dr Google: establishing your brand as a trusted source of information
3c. Tweeting like a millennial – tips for creating content that resonates
|3d. Top tips for working with social influencers
We live in a brave new world where ordinary folk can pick up a camera and amass millions of subscribers to become mainstream celebrities. They’re successful because they make subscribers feel like good friends by letting them into every detail of their lives. Being on this journey with a social influencer develops the kind of fan loyalty most brands can only dream of. This presents a valuable opportunity for charities to collaborate with social influencers and reach their followers. In his workshop, Pete will share insight from his recent work in this area and explore how your charity can identify and reach out to the right social influencer.
Peter Grant, lead planner,
|15.10 - 15.50||Breakout four|
4a. Digital storytelling techniques from the White Feather Diaries
|4b. Top tips for working content marketing and SEO together
In this session, Victoria will share insights from recent NSPCC campaigns to explore how charities can bring content marketing and SEO together to ensure you reach the right audiences, provide the information they need and build brand support. No longer separate strategies, content marketing and SEO must complement each other and work as one. Find out how to create content that your users want and use SEO to make sure they can find it. With top tips and tools this session will ensure you’re making the most of your digital content and taking ownership of your areas of expertise
Victoria Clarke, senior digital editor,
|4c. Social strategies for success
Fay will look at how charities can use social media to not only test and refine their content for their target audiences, but also how they can harness the power of social to distribute their content further than any traditional marketing method could offer. Her talk will also cover the difficulties of keeping content fresh for the everchanging social media landscape and what we can do to stay on top of our game and promote our charities far-and-wide.
Fay Schofield, social media manager,
4d. How print complements campaigning in the age of social media
|15.50 - 16.15||Refreshments|
|16.15 - 17.00||How to deliver authentic brand experiences using experiential marketing
What is experiential marketing and how can it help your charity to deliver the authentic content that modern supporters crave? Joss will explore what this discipline has to offer while showcasing the latest trends and effective experiential campaigns from around the world. He’ll also offer his top tips for charities considering their own experiential campaigns.
Joss Davidge, innovations director,
Adeela Warley, CEO, CharityComms