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Look forward to a superb program at Content Marketing Masters 2017.

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 2017

Time Track I – German-speaking Track II – English-speaking
08:00 - 09:00 am
08:00 - 09:00 Registration
09:00 - 09:30 am
09:00 - 09:30 Welcoming address: Andre Alpar
09:45 - 10:30 am
10:45 - 11:30 am
10:45 - 11:30The Fish Tales Times
Bart van Olphen
11:45 - 12:30 pm
11:45 - 12:30Schluss mit dem Märchen
Gabriele Crepaz
12:30 - 1:30 pm
12:30 - 13:30 Lunch break
1:30 - 2:15 pm
13:30 - 14:1569 key insights from 41kg of (content) marketing books
Bert van LoonAJ Huisman
2:30 - 3:15 pm
14:30 - 15:15From search to everlasting love
Matthäus MichalikTilak Thiagarajan
3:15 - 3:45 pm
15:15 - 15:45 Coffee break
3:45 - 4:30 pm
15:45 - 16:30Blog und Content Marketing: Back to the roots
Sven-Olaf PeeckVanessa Runge
15:45 - 16:30The future of podcast marketing
Constantin Buer
4:45 - 5:30 pm
16:45 - 17:30How to convert feelings into business
Andreea Georgescu
5:45 - 6:30 pm
17:45 - 18:30Insights based content strategies in CEE
Balázs Gandera

Content Marketing Masters 2017

Influencer-Marketing: Vom Ego-Trip zum Teamplayer am Beispiel von GlossyTalk von Maybelline New York

09:45 - 10:30
Track I – German-speaking

These days influencer marketing is an integral part of product marketing. In cooperation with Beauty-YouTuber MrsBella, the cosmetics brand Maybelline New York and the agency ContentCube show how a brand and an influencer jointly create content. It is important for brands to bear in mind some of the characteristics that are elaborated as golden rules in the course of the lecture


Think big, start small, grow fast – building an explosive growth fintech startup with content

09:45 - 10:30
Track II – English-speaking

Named “innovative business of the year” at the 2016 Startups Awards, UK fintech startup PensionBee combines all of your pensions into one easy pot. PensionBee only requires a few details to do all of the work for you. You can manage your pension like your bank account and their product works on any device. In the short time they’ve been up and running, PensionBee have well and truly captured a generation of young people, who are bamboozled by traditional finance jargon, with their clean, uncomplicated app design, and as it was partially created by a former Goldman Sachs analyst, their 25,000 sign ups can be sure their money is in good hands. VP Marketing Jasper Martens will show you how PensionBee uses content to aggressively grow their customer base, engaging and nurture their audience.


Content ist nicht gleich Content: Voraussetzungen und Anforderungen von Social Content

10:45 - 11:30
Track I – German-speaking

The requirements for visual content in social media marketing have changed drastically. The problem is, almost no company has noticed this change. They lean back and rest on the "insights" of the past, along the lines of "of course we post awesome pictures". However, the fast-paced developments in social media do not allow for a moment of relaxation. It is certain that everything is different. Companies that are not willing to create image and video material following completely new aspects for their social media channels will disappear sooner or later into the indifference of the users. On the other hand, even small brands, which bribe with creative images, can now overshadow their big competitors. It is time to get a new, yet unknown style in content creation.


The Fish Tales Times

10:45 - 11:30
Track II – English-speaking

Four years ago, Bart founded his own fish and seafood brand Fish Tales. Fish Tales cooperates with secluded fishing communities around the world to offer consumers fish from sustainable fisheries. It shares the content that Bart collects traveling to the most diverse fisheries and thus builds the link between fisheries and consumers by offering consumers a completely transparent supply chain. Currently, Bart is working on a website for Fish Tales, on which content will play a central role. In this way, Fish Tales is to become the largest website about fish and seafood in the Netherlands. At the Content Marketing Masters, Bart explains how he plans to achieve this.


Schluss mit dem Märchen

11:45 - 12:30
Track I – German-speaking

Who spread this myth that stories touch people and that having a hero is all you need? We have too many mediocre stories and too little real content. Content itself isn’t good, but a strong statement. One core message per company. That would be a huge leap in content marketing. How to link all the contents of a brand to a true statement. The user’s benefit. A company’s profit. Steps of an exemplary distillation process.


The square of the digital content: What content is best suited for each platform?

11:45 - 12:30
Track II – English-speaking

Differentiation in digital environments among search engines, social media, and smartphones, has profoundly impacted the way digital content is imagined, produced, and distributed. Following Wired's "Square of the Digital Content" model, we'll compare the differences between "Real time" and "Time of the Internet" and between "short-form" and "long-form" formats. We'll also go through techniques, examples and tools useful to design evergreen content, social objects, micro-blogging best practices and html5 stories. Such examples will not only let an appropriate content strategy be rolled out across the digital platforms, but they will also leverage on the algorithms they use and the users' expectations they gather.​


Nachhaltiges, skalierbares & internationales Content Marketing im Großkonzern – Fiktion oder Wirklichkeit? Der 1&1 Digital Guide

13:30 - 14:15
Track I – German-speaking

In times of increasing expenses for paid media, companies have to rethink their digital strategy and use their own channels a lot more (owned media). With their international advice portal "digital guide", 1&1 shows how to offer the user relevant content during all phases of the customer journey. The team deduces new potential in digital growth with qualitative content, positively-influenced brand awareness, and provides great length to classic performance channels.


69 key insights from 41kg of (content) marketing books

13:30 - 14:15
Track II – English-speaking

During this high-speed session, the founders of Content Marketing Fast Forward, AJ Huisman and Bert van Loon, will walk you through the favorite marketing books in their collective library. They selected a number of titles, totaling no less than 41kg of books that offer 69+ key insights for modern marketers and communication professionals. Only marketing books? Yes! And no. Most are “just plain” (content)marketing books but some books are on social psychology, on creativity, on organizational development, business, etc. This reflects the diversity of what knowledge is needed nowadays to get the content marketing job done! Join AJ & Bert in this Content Marketing Fast Forward session and get your marketing knowledge to the next level with lightning speed. Hold on to your seats!


Blog-Views werden zu Leads werden zu Sales – Ein Einblick in den HubSpot-Blog

14:30 - 15:15
Track I – German-speaking

How do you manage to create content that converts? No business can live off page views alone - no matter how many they get. At some stage these views must turn into leads, from which some will then buy the product or make use of the service. Karsten Köhler explains how to succeed with inbound marketing methods, and shares practice-orientated tips from one of the most successful German marketing blogs.


From search to everlasting love

14:30 - 15:15
Track II – English-speaking

With over 12 billion search queries on the topic per year, Google is one of the most important traffic channels for the hair industry. Henkel supplies this channel with content – on their own platform they provide high-quality content about everything hair related in more than 30 countries. With a new page and a “mobile first” approach, Henkel is now starting a new chapter, combining all Schwarzkopf brands on one platform to provide consumers with comprehensive advice and strengthen awareness of the individual Schwarzkopf brands. After launching in Germany, Henkel is now ready to introduce its platform worldwide. Why the search channel is so important and how best to use it for the customer journey will be explored in this lecture.


Blog und Content Marketing: Back to the roots

15:45 - 16:30
Track I – German-speaking

Following the hype created by social media, many businesses have recognized the significance of user-orientated communication. However producing content for social media is not necessarily that sustainable. It makes a lot more sense to become the king of URLs and use social media for distributing content.


The future of podcast marketing

15:45 - 16:30
Track II – English-speaking

After years of being the outs, podcasts are back in—and everybody’s listening. Thanks to the ever increasing use of mobile devices, streaming services and audiobook publishers, the audio market is experiencing a rebirth. While the US market continually explores new marketing possibilities and content formats—the German market lags way behind. If you want to know how podcasts are currently promoted, what opportunities and challenges are facing the sector and which marketers stand to profit from the current podcast book, then Constantin is our man with the plan. There is hardly anyone around who knows their way inside and out around both the German and US podcast markets like Constantin and the OMR Podstars team. In addition to the OMR Podcast, they are building Podstars, the first marketing network for podcasts in Germany.


Mehr Risiko für alle, oder: Wie Agenturen und Kunden mehr Geld verdienen

16:45 - 17:30
Track I – German-speaking

The Content Marketing market is changing. "Size does matter" seems to be the "one-fits-all" recipe for most agencies? But is it really the size of an agency that matters for our clients? Or do they need real partners, marketers who act as co-entrepreneurs? How much risk do agencies have to take and what does this mean for our pricing and accounting modes?


How to convert feelings into business

16:45 - 17:30
Track II – English-speaking

How can a real estate company use Social Media to convince their tenants, multinational companies, to renew their contracts? Is it possible to integrate a B2C approach in order to have a major B2B conversion? For sure. By creating Communities for more than 15.000 humans working in the business park. And experiences. And fun. And original content. Storytelling and emotional approach are still the most important pillars in customer journey. We got back to the traditional communication – based on human interactions and serendipity. And it is successful.


„Ich teile, also bin ich.“ – Die Wirkung von nutzergenerierten Inhalten durch Collaborative Marketing

17:45 - 18:30
Track I – German-speaking

Content Marketing is one of the new keys to reach customers today. But has it really a big impact or is it just the „new advertising“? Is user-generated content a better, cheaper and more impactful alternative to reach customers? Which impact has user content, how can it be used by brands and how can brands inspire their customers through collaborative marketing to generate user content that matters for brands? Mark Leinemann will explain in his best practice speech, what impact and benefits user-generated content can have for brands and how they can foster their customers through consumer collaboration to generate brand related user content.


Insights based content strategies in CEE

17:45 - 18:30
Track II – English-speaking

Is it possible to change a content strategy within the year based on data insights and social listening? How does this relate to the normal content planning and reporting cycles on agency side and client side?