€695 – €795

Content Strategy & Innovation Summit 2019

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Location

Eurostars Berlin

Friedrichstrasse 99

10117 Berlin

Germany

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Refund Policy

Refund Policy

Refunds up to 30 days before event

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Our website: Content Strategy & Innovation Summit 2019

We are honoured invite you to participate at the Content Strategy & Innovation Summit 2019, happening in 12-13 March, 2019.

Venue: Hotel Eurostars Berlin,
Friedrichstraße 99, 10117 Berlin, Germany.

Register early to save €200 for the Individual ticket, €300 per person for 2-3 Delegates, €500 per person for 4+ delegates from the same company until 22 February 2019.

Joining companies: SAP SE, Contently, IBM, DART, Microsoft, Vodafone, Bayer Pharmaceuticals, Siemens Financial Services GmbH, Atos, Sandvik Coromant, Cisco Marketing and Communications, Zalando SE, ICF MOSTRA, Axinom Eesti OÜ, IEE S.A., Team Tourismusmarketing GmbH, TFS MEDIA AGENCY LTD, Publisign and others have all confirmed their participation.

CONFERENCE OVERVIEW:

Today companies are concentrating on brand’s empowerment, employee’s and customer’s engagement, human-centred content creation, distribution and experience, implementation, utilization and effective adoption of novel technologies.

The Content Strategy & Innovation Summit 2019 knowledge, tools and best practices sharing event focusing on creation of a strong, effective and profitable brand, use of multichannel programs, insurance of transparency and disclosure, effective storytelling, media publishing, use of cognitive systems to accelerate the brand engagement and other techniques in content marketing field.

SPEAKERS BOARD:

  • Irina Pashina | Senior Director, Content Strategy & Customer Experience | SAP SE, DE
  • Giuseppe Caltabiano | Head of Content Strategy for EMEA & APAC, Content Marketing Strategy Speaker & Writer | Contently, UK
  • Marie Girard-Choppinet | Customer Experience Manager | IBM, FR
  • Arijana Walcott | Public Speaker, Co-founder | DART, USA
  • Jason Miller | Head of Brand Marketing | Microsoft, UK
  • Christoph Zeidler | Head of Strategy, Processes, and Technology, Studio SAP | SAP SE, DE
  • Adi Chhabra | Head of product Innovation | Vodafone, UK
  • Puneet Srivastava | Director Strategic Marketing - Content Strategy Lead | Bayer Pharmaceuticals, DE
  • Dr. Hartmut Huebner | Head of Communications | Siemens Financial Services GmbH, DE
  • Ineke Vermeulen | Head of Atos Speak Network | Atos, DE
  • Florian Niederreiter | Global Content Marketing Specialist, SEO & Web Analytics | Sandvik Coromant, DE
  • Fabio Ganzaroli | Head of Customer Engagement Service Provider Segment | Cisco Marketing and Communications, IT
  • Norman Nielsen | Former Global Head of Content Marketing | Zalando SE, DE
  • Alex Fryer | Public Speaker | UK

CONFERENCE PROGRAMME:

Day 1st | Tuesday, 12 March 2019

08:00 - Registration and Welcome Coffee

08:30 - Opening Address from the Chairman

PART #1: CONTENT CREATION AND DISTRIBUTION

08:40 - Content strategy and it’s misconception

Puneet Srivastava,
Director Strategic Marketing - Content Strategy Lead - Bayer Pharmaceuticals, DE

09:20 - Speed ​​Networking

10:00 - Digital Content Strategy: Translating Customer Insights into Relevant Content Experiences.

  • From development to execution: actionable insights into content strategy for the web
  • Practical tips: translate customer insights along the entire customer journey into specific, implementable content guidance
  • Best practices: create relevant, simple and delightful digital content experience driving business results

Irina Pashina,
Senior Director, Content Strategy & Customer Experience - SAP SE, DE

10:40 - Morning coffee and networking break

11:10 - How LinkedIn Uses LinkedIn for Marketing.

Want to know the secrets to raising brand awareness and driving demand on the world’s largest professional social network? Linkedin’s head of content and social media breaks down how LinkedIn uses its own platform to market to customers and prospects across the entire funnel. We’ll show you practical, innovative, and creative ways to increase your reach and engagement with customers and beyond. Using real company page examples you’ll learn tips you can use immediately and avoid mistakes others have learned along the way.

At the end of this session you will be able to:

  • Create the most efficient content to fuel your native advertising efforts on LinkedIn
  • Understand the paid and organic content opportunities available on LinkedIn and map them back to your marketing strategy
  • Incorporate video best practices on LinkedIn
  • Use advertising on LinkedIn as a testing ground for your broader content marketing strategy

Jason Miller,
Head of Brand Marketing - Microsoft, UK

11:50 - Session Reserved - To Be Announced.

12:30 - Business lunch

13:30 - Transforming your content operations for omnichannel experience

  • Building multidisciplinary teams to foster content innovation
  • Identifying skills and roles within your organization
  • Implementing processes and standards for the long run
  • Defining a change roadmap

Marie Girard-Choppinet,
Customer Experience Manager - IBM, FR

14:10 - Agile content generation in the digital age.

  • How to change your mind set to go beyond standard content
  • Developing an agile working system that helps your communications team to intensify collaboration and to bring team culture to the next level
  • Connecting your creative approaches to larger business objectives
  • Combining digital with physical to create engaging discussions
  • How to leverage the native functionality of social platforms for breakthrough

Dr. Hartmut Huebner,
Head of Communications - Siemens Financial Services GmbH, DE

14:50 - Afternoon coffee and networking break

15:20 - Studio SAP: Creating Impactful Content at Scale With an Internal Agency

  • SAP’s in-house agency model: strategy, setup, services
  • Create the right content to meet your audience information needs across the entire buyer’s journey
  • Enable content quality and consistency across the entire content lifecycle, manage content supply chains holistically
  • Identify and reduce content waste
  • Improve content impact and performance

Christoph Zeidler,
Head of Strategy, Processes, and Technology, Studio SAP - SAP SE, DE

PART #2: CUSTOMER CENTRICITY AND CONTENT EXPERIENCE

16:00 - The Psychology Behind Content: How to Trigger Your User’s Behaviour.

Content Strategy starts from a deep understanding of your audience. This session explores how to apply principles of psychology to web content and design and maximise visitors’ attention. Psychology is the study of the mental processes that lead to human behavior. Why do web visitors behave the way they do? What can drive readers’ behavior and facilitate content consumption? And what does it look like to design a content hub without considering users’ psychology? The session will explore some principles of psychology (Elaboration Likelihood Model, Fogg’s Behavioral Model, Cialdini’s principles of Persuasion) with practical examples and best practices and how to apply them while you design your site, app or content hub. As a content marketer, you want to understand psychological principles whether you work on an existing site to make it more intuitive or build a digital experience aligned with how users take decisions.

Giuseppe Caltabiano,
Head of Content Strategy for EMEA & APAC, Content Marketing Strategy Speaker & Writer - Contently, UK

16:40 - The Science Behind Story.

Our brain is a brilliant machine, yet until recently all we “knew” about the brain’s functions were speculations based on observable behavior, recorded by psychologists. Freud, Jung and Skinner have made generations believe that we are in control of our behavior, and much more than that: that we’re in control of our thoughts, our thought processes, and our memories. Recent advancements in Neurobiology are showing a more nuanced picture, which can serve us well as content strategists. First and foremost, to prove not only how, but even why the brain processes certain things better than others and how we can shape content in a more digestible way. Yes, facts and figures remain important when communicating, however, the way we present them can help tremendously toward understanding and remembering them. Storytelling has been proven to be the key to memory and understanding because it appeals to a variety of brain regions, which stimulates processing the information on various levels and leads to longer retention. Using storytelling techniques, we can make any content more appealing, more convincing, and more persuasive. And who wouldn’t want that?

Ineke Vermeulen,
Head of Atos Speak Network - Atos, DE

17:20 - Panel Discussion

17:50 - Chairman's closing remarks and end of day one

19:00 - Business dinner

Day 2nd | Wednesday, 13 March 2019

08:00 - Registration and Welcome Coffee

08:40 - Opening Address from the Chairman

PART #3: DATA AND TECHNOLOGIES

08:50 - Session Reserved - To Be Announced.

09:30 - Customer Engagement for highly targeted audience segments: How all come together?

Everyone talks about Omni-channel, easy to be said but hard to be achieved. Lots of variables play into such as messaging, targeting, channels, non-linear buying behaviours, content consumptions models, different stakeholders need, insights, measure, optimize; and the audience is still the same. Join the session to hear a real-life example on how an effective Omni-channel customer experience come together.

Fabio Ganzaroli,
Head of Customer Engagement Service Provider Segment - Cisco Marketing and Communications, IT

10:10 - Morning coffee and networking break

10:40 - Session Reserved - To Be Announced.

Norman Nielsen,
Former Global Head of Content Marketing - Zalando SE, DE

11:20 - Interactive visual content and extended realities. Why you should be creating experiences in XR.

  • Where does the technology stand today?
  • What development can we expect?
  • What does that mean for your content strategy
  • Some successful examples

Arijana Walcott
Co-founder - DART, USA

12:00 - Business lunch

13:00 - Adapting Web Content to Natural Language Search.

  • The evolution of natural language search
  • The future of search - voice will be king
  • Conversational search: From keywords to context
  • The challenges of «Voice Engine Optimization»
  • How to adapt web content to natural language search

Florian Niederreiter
Global Content Marketing Specialist, SEO & Web Analytics - Sandvik Coromant, DE

13:40 - Evolution of AI & Machine Learning in Customer Experience - Beyond Interfaces..

The evolution of Machine learning is directly proportional to the customer believing in the non-existence of a machine in between. With deep learning and neural network implementation, the traditional ML models are becoming dated. Often when a new technology has its breakthrough; it’s impact is only felt in hindsight. But it’s different with Artificial Intelligence and Machine Learning. Let’s talk about how ML powered Chatbots add value to the customer experience. From demand generation to fulfilment, all behind a seamless customer experience.

Adi Chhabra
Head of product Innovation - Vodafone, UK

14:20 - Afternoon coffee and networking break

14:50 - Hacking Content Marketing in the Cybersecurity sphere.

  • Introduction and challenges
  • Strategy roadmap and impact
  • Campaign examples
  • Conclusion and learnings
  • Questions and discussion

Gaetano Mecenero
Chief Marketing Officer - Futurae Technologies AG, CH

15:30 - Connected Content - How the IoT provides new opportunities for content delivery.

  • Intersection between content delivery/consumption and the IoT
  • What is the IoT?
  • How is the IoT enabling content today? Which challenges does the IoT overcome?
  • The importance of networks in powering content delivery with the IoT
  • Future opportunties, building on the early adoption
  • How far are we from a Minority Report world? What are the barriers facing IoT powered content?

Alex Fryer,
Public Speaker, SE

16:10 - Panel Discussion

16:50 - Chairman's closing remarks and end of summit

CANCELLATION & SUBSTITUTION POLICY:

You may substitute a delegate at any time and at no extra cost.

Cancellations must be in a written notice.

Cancellations made 14 days or more before the event start date will be refunded less than 50% of the registration fee.

Cancellations made less than 14 days before the event start date will receive no refund. If you cannot attend an event due to illness or other unforeseen circumstances, you may transfer your delegate pass to another upcoming event within one year from original event start date.

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Date and Time

Location

Eurostars Berlin

Friedrichstrasse 99

10117 Berlin

Germany

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Refund Policy

Refunds up to 30 days before event

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