August 20, 2015
IAB Training Series #3 - Content Marketing: Beyond Fundamentals
Our 2015 IAB Training Series continues with a session to help you understand all things Content Marketing. This Beyond Fundamentals session will help you understand that Content Marketing isn’t about a single blog post, podcast or video, but providing a range of informative and/or entertaining content that your audience can access anytime, anywhere.
In this session, you will learn about the different approaches taken to content creation and how to think differently about where content comes from and what it looks like. This is your chance to join the best in the industry in a small and personal environment and engage in our interactive session - and as an IAB Training Series you can guarantee this will be all quality, no sales pitches!
What You Will Learn
You will understand how to adopt a publisher mindset and create editorially credible content as part of an ongoing content marketing strategy. We will cover strategic fundamentals such as defining tone of voice, topics and themes alongside your editorial calendar. Sally Teo, former Editor of Red Tree will build on these fundamentals by sharing her experiences working with strict deadlines, creative and design.
We will also share how to create content efficiently and at scale as well as how to select the right distribution channels and use them to best effect with perspectives from a content marketing agency, a media agency and a publisher. After covering how to measure, analyse and optimise your content marketing for guaranteed success Mondelez will share their experiences as a brand and how they leverage effective insights, comprehensive strategy and big activations for business impact. We will wrap up the day with a Q&A session with some of our experts was they share their insights and experiences to help you understand everything about Content Marketing and how it impacts business today and in the future.
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