Program

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Look forward to a superb program on June 2nd, 2016.pdf-icon-en

Attractive sessions of content marketing experts are waiting for you at the conference! There will also be the possibility to switch anytime between two parallel lecture tracks.

Content Marketing Masters 2016

Time
Track 1 – German-speaking
Track 2 – English-speaking
08:00 - 09:00 am
Registration
09:00 - 09:30 am
Welcoming address: Andre Alpar
09:45 - 10:30 am
10:45 - 11:30 am
11:45 - 12:30 pm
12:30 - 1:30 pm
Lunch buffet
1:30 - 2:15 pm
2:30 - 3:15 pm
3:15 - 3:45 pm
Coffee break
3:45 - 4:30 pm
4:45 - 5:30 pm
5:45 - 6:30 pm
From 6:30 pm
Get together & networking

Content Marketing Masters 2016

Mehr als nur den Bedarf decken – Mit Content Marketing Nachfrage erzeugen

09:45 - 10:30 am
Track 1 – German-speaking

Great content marketing campaigns are distinguished by the fact that they bring sustainable success. If you offer products or services that are hard to explain, it is even more important to be well-positioned in order to generate a certain range. In this session, we will show you successful viral campaigns and company strategies that made the products of the company suitably famous.


A solid foundation for your strategy with the agile Content Marketing Roadmap

09:45 - 10:30 am
Track 2 – English-speaking

Developing a Content Marketing Strategy with your team can be a huge operation. Having your final destination clear and then breaking up your itinerary in smaller stages to go through, together with your entire internal and external team makes it a lot more manageable. Apart from the down-sizing of the work into meal-size chunks, this agile approach also allows you to adapt to change along the route. The 'Agile Content Marketing Roadmap' is a detailed step-by-step framework to make you comfortable in developing and managing your strategy.


Kleine Schritte, große Wirkung – Schnelle Optimierung Ihrer Content-Marketing KPI´s durch interaktive Content-Formate

10:45 - 11:30 am
Track 1 – German-speaking

In content marketing, it is not only about the creation of good content but to create attractive content, so users will want to interact with it. But how do you specifically pay in the “new” KPIs such as stay and engagement rate? “Fun and interaction” lead to a higher awareness and this can be used for forwarding the user to the landing page. With interactive content formats and case studies, this lecture explains with practical measures how to reach KPIs that you have only dreamed of so far.


How to integrate PR and content marketing

10:45 - 11:30 am
Track 2 – English-speaking

All too often, content is produced but then no one ever sees it. It's becoming more and more difficult to stand out among the flood of new content that hits the Internet every single second of every single day. Samuel Scott will show how to generate content ideas that will specifically interest the media, outline the strategic publicity process that PR companies have always used, and then reveal how to use that strategy to maximize the attention, links, and shares that your content gets from the media, reporters, and bloggers. The takeaways: 1. How to apply the traditional process used in publicity campaigns to content marketing. 2. How to brainstorm and create specialized content specifically for the goal of getting media and blogger coverage. 3. How to maximize the reach of your content following media coverage.


Strategisches Content Marketing Schritt für Schritt implementieren

11:45 - 12:30 pm
Track 1 – German-speaking

In content marketing, operative concepts still prevail: Content marketing is mainly used to reach operative marketing goals, such as ranges, back links, better rankings in search engines, or leads. But more and more companies want to set up the content topic strategically. They start to understand that content is more than just a marketing discipline. And they start to understand what potential a good “content operation” has. Mirko Lange introduces a method to develop and operationalize content marketing strategies with the SCOM framework that has proven itself in various projects. The whole methodology is open source, in order to be available to more consultants, agencies and companies. Matching the methodology, SCOMpler offers a tool that helps operationalize the everyday content strategy.


How to create compelling content that ranks (even in boring niches)

11:45 - 12:30 pm
Track 2 – English-speaking

Everyone knows that to get traffic in 2016, you need to create content. But for many people, that's easier said than done... especially for people in so-called "boring industries". Fortunately, you can succeed with content marketing no matter what industry you happen to be in. And in this actionable session by Brian Dean you'll see exactly how.


Storytelling ist der Turbo im Content Marketing und im Vertrieb

1:30 - 2:15 pm
Track 1 – German-speaking

Find out how the right story delights customers and anyone interested, how customers hang on every word you say until they can sign the contract; how customers recommend your products enthusiastically, voluntarily, and with pride and joy. The purpose of content marketing is to communicate the story. The story has to be sold twice: To people, as well as to SEO. Learn how to handle this difficulty with models and modules. Without the right story, content marketing doesn’t make sense because what content do you want to spread? Always keep in mind: No story. No business.


Content Marketing as a performance channel: How to measure everything

1:30 - 2:15 pm
Track 2 – English-speaking

In the startup environment, it's vital to be able to justify every cent of expenditure when experimenting with new channels. Content Marketing at Babbel was built on the foundation of measurement, delving down to high degrees of granularity in order to support our every assertion with hard data. In this session, we'll look at how we did this, and how our methods of measurement have evolved in order to inform the production of our content and welcome further modes of distribution into the fold.


Warum erzählt plötzlich jeder, dass er Ahnung von Content Marketing hat und was ist der Schlüssel zum Erfolg?

2:30 - 3:15 pm
Track 1 – German-speaking

At the moment, the communication market is experiencing one if it’s most profound changes. Marketing budgets are being redistributed in future, and not surprisingly, everyone wants to participate. This lecture examines three prospects –advertiser, agency and media, and shows how the respective task list should look like and how the ideal collaboration of all three market players can drive to success.


From Oh-Oh to Aha: The imperative for intelligent content

2:30 - 3:15 pm
Track 2 – English-speaking

Content marketing is continually getting more complex. You're being asked to deliver more and more content to more and more devices and channels. You're being asked to personalise, commoditise, and localize; to aggregate, integrate, and syndicate content. How do you go about leveraging your content as a marketing asset in a way that is efficient, effective, and help maintain your brand integrity? Learn how leading-edge corporations  automate many of the content production processes, and use intelligent content to manage and maintain their content. This presentation draws on the experience and results across several corporations and organisations.


Showcase: Influencer Kommunikation via YouTube

3:45 - 4:30 pm
Track 1 – German-speaking

For a younger group of customers, health insurance might be a rather boring topic. However, Techniker Krankenkasse shows how to successfully communicate with this target group by creating great content on YouTube via their campaigns #Wireinander and "Gesundheit ist alles".


Engaging the audience

3:45 - 4:30 pm
Track 2 – English-speaking

What role should and does data play in driving decisions about the content we create? How can we engage diverse audiences and organise ourselves appropriately to develop new services? Russell Smith will look at examples from BBC News – which has a rich linear legacy – to explore how a premier content organisation can thrive in an environment of rapidly changing audience behaviours.


Wo Content draufsteht, ist noch lange kein Content-Marketing drin – eine Abrechnung mit vermeintlichen Content-Kampagnen

4:45 - 5:30 pm
Track 1 – German-speaking

The term “content marketing” is being used more and more excessively nowadays. For example, does a viral video that is directed at a specific target audience, automatically become content marketing? The world of advertising thinks that if they use hashtags in their campaigns and spread the news, they are doing content marketing. How sustainable is that? The actual trick of content marketing is creating content that can be interpreted in many different ways, but still be found by the target audience via seeding or in a completely organic way. You can call it a success when a company or brand is positioned to a certain topic permanently. During this session, Svenja compares and evaluates examples from the “content world” by using different criteria in order to explain when a campaign is actually a campaign and when to see it as part of a content strategy.


Praxis pur: Die besten Learnings aus 500.000 geschriebenen Artikeln

4:45 - 5:30 pm
Track 1 – German-speaking

This session gets to the point of content marketing: What should you do? What shouldn’t you do? How can you quickly reach a sophisticated level without the need to do everything by yourself? From content creation to managing international projects to ROI calculation – this session gives you insights into the different levels of content marketing.


7 ways to win over your boss/client to invest enough in content

4:45 - 5:30 pm
Track 2 – English-speaking

At Content Marketing Masters I’m sure we all understand the merits of content marketing but I’m sure many of us can relate to the daily challenge of getting buy-in from those around us. In this presentation I will be outlining  some of the best ways I have used to get significant buy in from inside or outside of the business who don’t quite get it.


Die Story im Content Marketing – zwischen Markenversprechen und Kundennutzen

5:45 - 6:30 pm
Track 1 – German-speaking

When creating a content marketing strategy, you ideally start with a central story which is then distributed over different channels and posts. This core story emerges from an area of tension. As content marketing is a user-oriented form of communication, the core story must benefit the customer on the one hand (recipient perspective). On the other hand, it needs to convey the brand values of a product (sender perspective). With the help of a specific example, this session will show how the core story for a brand product has emerged from such an area of tension.


Content First: How to Influence Design

5:45 - 6:30 pm
Track 2 – English-speaking

In this session Jo will talk about how design is led by content, and how some of the most engaging, and thought-provoking pieces of content are made when design and content are united together. She'll cover some use-cases from Brandwatch and give you some ideas on how to give your content some design gusto.


Automate Your Content Marketing Workflow and Save Hundreds of Hours

5:45 - 6:30 pm
Track 2 – English-speaking

I have an obsession with workflow automation on Mac and connecting my SEO and content marketing tools together! I want to share how I changed my business workflow by connecting APIs without knowing a single line of code, exporting from tools to visualize data, and creating dashboards with free tools.