(Workshops are 695 AUD per session and can be signed up for when registering for the Content Marketing World Sydney main event.) Full workshop descriptions can be found here.

For the marketer who needs the basics on content marketing before moving forward. In this workshop, you’ll come out with a clear understanding of what content marketing is and what it can do to help you grow your business.

Workshop Facilitator: Sarah Mitchell

For the most part, social media doesn’t work for brands without a clear content strategy. In this session, you’ll learn how to set up and integrate your social media channels for success by focusing on quality storytelling.

Workshop Facilitator: Jonathan Crossfield

If you already have a solid understanding of content marketing, but are looking to take your content marketing strategy to the next level, this workshop is for you.

Workshop Facilitator: Robert Rose

Kick off Content Marketing World Sydney in style with an opening night reception of food, drink, music and networking in The Grand Ballroom Foyer, located on the second floor of Sheraton on the Park.

Helping beats selling. What if your marketing was so useful, customers would pay you for it? With research and data, clear language, and vivid examples from a multitude of industries and company types and sizes, this engaging, enthralling, and hilarious presentation from master storyteller Jay Baer will show how marketers need to embrace an entirely new philosophy to be successful in the era of self-serve information. A presentation that will change the way you think about content creation and the relationship between your company, blog, or community and its audience. Don’t miss Youtility. (Jay was the #1 rated speaker at Content Marketing World 2012).

Takeaways

1. 3 Key Characteristics of Utterly Useful Content
2. 5 Steps to Create Youtility
3. Why Helping Beats Selling and How to Win the War of Information

Jay Baer, Author, The NOW Revolution

Content Marketing Institute is the 9th fastest growing media company in North America, and landed on the 500 fastest growing private companies in the United States. The biggest reason? They dominate search engines and social media through their multi-author blog. In this session, come hear founder Joe Pulizzi and editorial content manager Jodi Harris talk about how they did it, from strategy to tactical execution. Come steal these ideas!

Joe Pulizzi, Founder, Content Marketing Institute
Jodi Harris, Editorial Content Manager, Content Marketing Institute

B2C Track
“Content Success: Putting Your Customer First with Content Marketing”

Drawing on global best practice and armed with compelling case studies, this presentation will reveal the key steps brands must take to develop a successful customer centric content strategy. Woolworths Baby & Toddler Club is a content-driven loyalty and rewards program. Jo Shapland, Head of Brand Marketing, discusses the importance of segmentation, single customer view, and using engagement analytics to inform an effective editorial content strategy.

Jo Shapland, Brand Manager, Woolworths Supermarkets
Fergus Stoddart, Founder & Director, Edge

B2B Track

AMEX Asia Pacific is focusing more and more on content marketing and social media to drive both engagement and ecommerce.  In this behind the scenes case study, AMEX’s Robin James Patrick will detail what’s working, and what isn’t, with how AMEX creates and distributes original and curated content targeting small businesses.

Robin James Patrick, Senior Manager – Marketing & Product for American Express Small Business Services

B2C Track
“Creating Fans with Content Strategies Using All Channels”

The AFL is one year into the process of creating a true multi-faceted newsroom to challenge the hold of traditional media on football coverage. Discover the strategy behind the move and the benefits and pitfalls of challenging the established order of covering Australia’s biggest game.

Matt Pinkney, Head of Content, AFL Media

B2B Track

It’s not that content isn’t measurable, it’s that there are so many possible way to measure it. In this specific, real-world, hype-free, fast-paced session with leading content strategist Jay Baer, learn the four types of content marketing metrics and how and when to use them with skill to truly measure your content marketing.

Jay Baer, Author, The NOW Revolution

B2C Track
“Content Marketing: An Agency’s Perspective”

Some have said that traditional agencies are behind in the content marketing race.  Well, McCann might have something to say about that, creators of “Dumb Ways to Die”, the public service campaign video by Metro Trains in Melbourne, which was viewed over 28 million times in just the first two weeks and garnered over 85 parodies.  Karl Bates, McCann’s National Planning Director, will share his take on content marketing, how to get the most out of working with an agency on branded content, and share a bit about Dumb Ways to Die as well.

Karl Bates, National Planning Director, McCann

B2B Track

Content marketing can be challenging for a large, business-to-business company that has a long history of traditional marketing. In this session, Todd will discuss how Kelly Services is developing valuable and compelling content, focusing on creating a content mission, finding supporters in the company, tapping existing channels for story creation, identifying “low-hanging fruit”, measuring what counts, avoiding turf wars and moving quickly.

Todd Wheatland, VP Thought Leadership & Marketing - Kelly Services

B2C Track
“Partnerships and Co-Creation as Key to Content Marketing”

Content co-creation – or the idea of partnering with non-competitive brands to launch and distribute content – is one of the hottest practices in content marketing.  Spotify, the music streaming service, does this better than most, enlisting partnerships with brands such as Coca Cola, Hyundai, and Absolut. Spotify’s Managing Director, Kate Vale, will detail how they do it, and what’s to come for Spotify concerning content marketing.

Kate Vale, Managing Director, Australia & New Zealand, Spotify

SAP must succeed in the face of the Social Business Imperative, in order to achieve our corporate goals for customer centricity, satisfaction and growth. Customer driven Content Marketing is core to our ability to meet this imperative successfully. Ray will outline SAP’s early adopter approaches to leveraging Social Business to drive Content Marketing and challenge some of the current held beliefs and practices.

Ray Kloss, Head of Marketing, SAP

Evening Entertainment to start at 19:00 – Cyren Bar. Along with all the networking you can handle you will be treated to unbelievably gorgeous views of Sydney and Darling Harbour and delicious food and drink.

Companies are flocking to content marketing because they believe it gives them a leg up in the attention economy, but using a content-led approach isn’t enough to break through the media or stop consumers from clicking away, fast forwarding or zoning out. Great content marketing combines spot-on insights, a strong sense of value-exchange, and distribution channels that maximize relationship while minimizing media costs. Effective content must be captivating, meaningful, timely and sought after. And most importantly – effective content is never ever boring.

Julie Fleischer, Director, Media and Consumer Engagement, Kraft Foods

Many brands that develop and distribute their content don’t understand the business models that make the content worth doing. Vanessa will speak on the commercial models behind branded content and how the development of these models can show ROI for both brands and content creators. Vanessa will be using live content case studies to illustrate.

Vanessa Stoykov, Founder and CEO, evolution media group

Social Media and Search
“10 Tips to Build an Audience with Content Marketing – Lessons from the Nightclub Dance Floor“ 

Good marketing can attract a large audience of eager followers. Great marketing turns a percentage into leads. The best marketing keeps everyone coming back for more. In this lively session, Jonathan Crossfield shares lessons from ten years as a nightclub DJ. Learn to look differently at social media, ROI, SEO and content marketing, with tips to get more of your customers from the dance floor to the bar.

Jonathan Crossfield, Writer and Content Marketer  

“Content Engagement: The Key to a Winning Content Marketing Strategy”

Increasing engagement with your content is at the heart of the most compelling content marketing strategy. What are the different ways to drive traffic to your content, how to optimize the creation and amplification of your content to reach your business goals and how to turn your SEO, CRM, Social and Content strategies into one holistic plan.

Ayal Steiner, General Manager, Outbrain Australia & New Zealand

Social Media and Search
“Leveraging Celebrities and Influencers to Drive Your Blogging”

More and more B2B and B2C organizations are reaching out to influential bloggers to help take their content marketing program to the next level.  In this high impact panel moderated by Emma Cornwell, you’ll find out what works and what doesn’t if you are looking to tap into social influencers.

A Blogger’s Panel Moderated by Emma Cornwell, Head of Publishing, NRMA Motoring & Services

Including panel members:

• Holly Brisley
• Tom Williams

Content Strategy

Content marketing is not ALL or NOTHING.  In order to work correctly, it needs to be integrated into your entire organizational process.  Robert Rose, author of Managing Content Marketing, will detail how to take the first steps into integrating content marketing AND how to implement the new process of content marketing into the framework of the organisation.

Robert Rose, Lead Strategist, Content Marketing Institute and Author, Managing Content Marketing

Social Media and Search
“10 Email Content Strategies You Need to Be Using Now”

The oldest channel in the digital marketer’s toolbox is also the one with the highest ROI. Yes, email may not be flashy, but it’s amazingly productive—so much so that it’s a critical component of the reengagement strategies of the major social networks including Facebook, Twitter, and LinkedIn. With everyone getting wise to email’s power, are there any secrets to success that you can leverage? Join ExactTarget’s Jeff Rohrs as he pulls back the curtain on the email channel to reveal ten things you may not know about the original @ medium.

Jeff Rohrs, Vice President, Marketing, ExactTarget

This presentation will address the How to build a Content Strategy for any business and reap the rewards. The formula and foundations needed. What barriers exist? How to tear them down? How to learn from failures and mistakes? And why success is tougher than simply setting another blooming “Strategy” in your business.

Chris McWilliams, Online Content Manager, Sportsbet.com.au

Social Media and Search
“Visual Storytelling: SlideShare and Video to Drive Leads and Sales”

Content is evolving. No longer are white papers and webinars the secret to content marketing success – visual is becoming the norm. Get ready to kick the tires and light the fires around your content marketing strategy as we show you how to effectively utilise visual content like infographics, video, visual note-taking, memes and images into your marketing campaigns. We’ll show you how to amplify this content using key platforms like SlideShare and the top visual social channels like Pinterest, YouTube, and Facebook. Give your content a viral shot in the arm with this not to be missed session.

Todd Wheatland, VP Thought Leadership & Marketing, Kelly Services

Faustina Agolley, Australian TV star and the social media correspondent for The Voice, will share her insight into how The Voice leverages its content to attract and retain viewers, and why social content is critical to all parts of the show’s success.  This is a keynote you simply don’t want to miss.

Faustina Agolley, Social Media Reporter, The Voice Australia