Content marketing – planning, delivering and distributing stand-out content

27 April 2017
09.30 - 17.00

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

CCT Venues - South Quay
193 Marsh Wall
E14 9SG

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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
Do internal demands for content creation and distribution sometimes seem at odds with what you believe your audiences want? In this case study, Jon will explore the obstacles, compromises, and successes of content coordination. He’ll explore how we can work with other departments to serve their needs while telling powerful stories that resonate with our audiences.
Jon Ware, digital content lead,
Anthony Nolan

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

Refreshment break

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
In order to produce content that is meaningful and valuable we need to develop a deeper understanding of our different audiences and the content they need from us. In her talk, Gillian will highlight some of the tools and techniques available for generating audience insight. She will look at options for different budgets – from no-cost to big budget projects.
Gillian Daines, director,


1c. It’s all in the planning: developing your content schedule
Audiences don’t live their lives according to your campaign schedule. So how should you plan your content? In this interactive session, we’ll explore how far ahead you should plan your content schedule, how you should prioritise, and when to ditch your plans for more reactive content. We’ll discuss planning across your organisation and across the year, and look at how you could create content for both your long-term and immediate prospects.
Ryan Wilkins, CEO,
Raw Productions


1d. Creating powerful podcasts on a budget
With the popularity of smartphones, improved network connections and mass-market familiarity with downloads, we’re seeing a resurgence of the podcast. With this, many charities are considering how they can use them as part of their content strategy. In this session, you’ll hear how RNIB has tapped into this trend and attracted 120k podcast listens in just five months. Clive will explain the strategy and offer guidance on how to get started and build awareness. Steven will lead a short workshop with equipment hints and demos.   
Clive Gardiner, digital strategist,
Headstretch Ltd

Steven Scott, connect content manager,

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
Paid advertising on Facebook can be one of the most immediate ways to improve the reach of your content and it’s becoming a staple for many charities. In her talk, Catherine will outline how Amnesty International is using Facebook ads to approach new audiences. Using a unique proposition for the people they wanted to attract, values-based offers and the full suite of Facebook, Catherine’s team cost-effectively recruited almost 74,000 new supporters in just two weeks. Catherine will offer her top tips for using Facebook ads to improve the reach of your content.
Catherine Weston, content manager, global
fundraising & engagement, Amnesty International


3b. Shouting louder than Dr Google: establishing your brand as a trusted source of information
Today a simple Google search on any given health concern can usually generate thousands of websites offering information of varying qualities. In this talk, Asthma UK will outline some of the processes it uses to produce good quality, assured and up-to-date content that people can trust. They will also explore how you can make your brand the go-to expert in your area helping you to shout louder than Dr Google.
Asthma UK, speaker to be confirmed soon 


3c. Tweeting like a millennial – tips for creating content that resonates
CoppaFeel! is a charity run by young people for young people. The content it offers is playful despite communicating a serious message – that knowing your boobs could save your life. The CoppaFeel! digital team think their best content engages with the conversations people are already having. From hijacking the nation’s favourite TV show to bring you the Great British Boob Off, to sharing their latest research via Facebook live or utilising their band of social influencers – they believe the key to reaching a millennial is simple: behave like one. In this session, they’ll be offering key insights into how you can produce content to reach millennials.
Sinéad Molloy, Uni Boob team and social media
manager, ​CoppaFeel!

  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,
GOOD Agency
15.10 - 15.50 Breakout four

4a. Digital storytelling techniques from the White Feather Diaries
In 2012 Jeremy Paxman told the nation that WWI conscientious objectors were ‘cowards and shirkers’. Quakers, the only faith group publicly opposed to WWI, were determined to challenge a century of propaganda from military historians. Using unseen material from their archives Jane and her team developed The White Feather Diaries – a real-time social media storytelling project designed to reveal a narrative of bravery and brutality previously hidden from history. Jane will outline their key learnings from this project and offer her advice for running your own real-time digital storytelling projects.
Jane Dawson, advocacy and public relationships lead, 
Quakers in Britain

  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,
The Brooke

4d. How print complements campaigning in the age of social media
In the social media age where almost everything happens online, using print in your campaigns can have a stand-out impact. In his talk, Martin will explore the place of print within your campaigns today using case studies from across the sectors. He’ll also offer his top tips and advice for your own campaigns – so please come armed with examples.
Martin Loat, founder,

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, 

Closing remarks

Adeela Warley, CEO, CharityComms

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