Content Topography

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Great content is both hard to create and expensive to deliver. Is that true? We look at some inspirational ideas on how to make your financial services content marketing less "me-too" and more "share this". Since search and social are the two fundamental drivers of traffic to your material, should we be “reverse engineering” great content to perform in both these key areas? Content that is engineered to be shared and build search equity at the same time would certainly suggest greater search performance and social exposure. How do you evolve your approach that overlays search, social and analytics to provide a 3D rendered picture that describes both where your brand is engaging and thereby identifying gaps. This seminar will look at the theory behind creating and delivering great content within budget, consider best practice, identify performance analytics and suggest some ‘quick wins’ that can be implemented immediately.


Speakers Include:

Chris Hulse, Head of Digital Channels, The Co-Operative Bank (Chair)

I’ve spent the last nine years in a number of digital leadership roles in three of the largest and, from a digital perspective, the most successful retail banks in the UK. The last 4 years I spent a Nationwide Building Society where, as Head of eCommerce and Digital Marketing, I led the digital division through a period of significant growth. I brought them from behind the pack to one of the leading digital performers in terms of customer satisfaction (no1 on the high street), income growth (trebling sales) and adoption of channel usage (reducing service cost). In this role I led 5 specialist digital functions (around 80 people) including sales, eCRM, Earned and Paid digital marketing, customer experience and insight. Before Nationwide I was at Lloyds Banking Group, and HBoS pre the takeover. At Lloyds I was Head of Digital Sales and part of the digital executive where I led the largest digital sales initiative in UK digital banking. Before that, I was Head of eCommerce at HBoS where I led team to become the fastest growing online bank for 3 consecutive years. Before digital and retail banking I was a marketing and brand specialist at Powergen and National Express, heading up the marketing teams and with both online and offline accountability. My three passions are: leading and inspiring great talent, helping businesses respond to digitisation, and harnessing the power of great brands. I believe I can do all of this at Coop and can’t wait to start!

Andrew Davies, Co-Founder & CMO, idio

Andrew has grown businesses with content marketing and predictive analytics technologies for 10 years, previously worked for Deloitte Consulting, and studied at Warwick Business School.

Jon Lombardo, Content Marketing Lead, EMEA, LinkedIn

Jon is the Content Marketing Lead for LinkedIn in Europe, the Middle East and Africa, working with major brands to develop their lead nurturing and storytelling. Prior to LinkedIn, Jon led GE’s Social Media Center of Excellence in New York City, where he focused on brand and commercial efforts across all major social platforms, including LinkedIn, Facebook, Twitter, and Pinterest. Jon’s previous roles include Director of Online Media for Eliot Cutler’s campaign to become Maine Governor in 2010, and working in China for China Risk Finance, a credit card start-up that was voted Asian VC Deal of 2007. Jon co-founded NeochaEDGE, one of the leading creative agencies in China. In 2013, he was named one of the Brand Innovators 40 under 40 list.

Catherine Toole, CEO, Sticky Content Catherine Toole (@catherinetoole)

Catherine is the founder and chairman of digital content agency Sticky Content, a Press Association company. A former press journalist, she has been providing content marketing strategy, copywriting, consultancy and training services to a wide range of clients, agencies and Government departments for almost 20 years. Sticky Content’s current clients include: Alstom, Aviva, Currys PC World, EuRail, Getty Images, Investec, Legal and General, Nationwide, Post Office®, RAC, Sony Europe, Virgin Media Business and Walt Disney Travel Company. A well-known speaker in the UK, Catherine leads copy optimisation and content tutorials for the Nielsen Norman Group worldwide. She runs content strategy seminars and writes an expert blog for Econsultancy.

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