Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content.
In this workshop we will look at the differences of advertising, in bound vs outbound marketing. The reason why companies do it and why they are beneficial to B2B (Business 2 Business) and B2C (Business to Consumers) companies. We will look at different content marketing strategies, specifically looking at a case study of Brewtroleum – turning beer brewing by-products into petrol. [Cannes Lion Winner]. The principles strategic content marketing campaigns follow, how you measure success and KPIs (Key Performance Indicator) to see the success or failure of a campaign. We will also task you with developing your own content marketing strategy.
About the Host: Robin Wilson
A seasoned digital marcoms and content director with over 30 years’ experience directing campaigns for brands inc Apple, Adidas, Aldi, Ben & Jerry’s, Disney, Dove, Heineken, Holiday Inn, McDonalds, Motorola, Persil, Tiger Beer and Volvo.
Working across London, San Fran, Australia, New Zealand and Manchester, Robin was lucky enough to launch the iPhone in the UK, run Facebook’s European comms programme, launch iTunes, direct McDonalds social media operations and run influencer relations programmes for Adidas, Aldi, Very, Littlewoods, Durex.
He recently sat on the board of McCann Erickson in Manchester – a 400 strong full service marketing comms agency running large teams and directing campaigns for Aldi, Clarke’s Shoes, Durex, NHS, Novotel, Reckitts, Peugeot and Seven Seas. Prior to McCann, Robin worked for 18 years in numerous London agencies running campaigns for Apple, Facebook, MTV and a raft of tech companies.
For over five years, Robin sat on the CIPR Social Media Committee helping steer the UK social media industry. In this role, Robin co-authored Amazon best selling social media business books, Share This and Share This Too. He currently lectures a day at week on marcomms and brand management at Manchester Met Uni.