Content Marketing in Practice: Captivate and Convert

23 April 2013

Brand storytelling, when done right, allows marketers to lead customers on a journey, captivating them and inspiring them to convert. A recent move by Coca-Cola has seen their corporate website transform into a “dynamic, digital magazine” aiming to tell their brand story in a creative, refreshing way. Macmillan Cancer Support's current 'Not alone' campaign tells a powerful story and drives donations as it brings Macmillan front of mind for cancer patients and their friends and families. 

So as more and more organisations jump on the content marketing bandwagon, this Brand Republic webcast reveals what it takes to build a flexible strategy with a unified brand message that truly resonates with your audience.

Tune in live as we reveal the results of our survey on content marketing and hear:

  • How to create rich content and engaging, interactive user experiences across video, mobile and social media
  • How to successfully translate this customer engagement to your bottom line
  • Who is best placed to create the content within your team. Is creating imaginative content instinctive or can it be taught?
  • How to coordinate and manage your content marketing strategy to create a unified voice and message across multiple channels
60 minutes
Sponsored by: Huddle
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Alastair Mackie

Job Title: Head of Digital Development, Advertising
Company: Financial Times

 Alastair is responsible for managing the development of new advertising revenue opportunities for the Financial Times in the digital media industry, on a worldwide basis. This includes developing advertising opportunities around new media platforms, new editorial initiatives and digital content as well as targeted audience development. A digital media professional with over eight years experience of the industry, Alastair is enthusiastic about the potential of digital media to develop new business lines for organisations and their customers. He is confident in communicating the benefits of an idea, product or service at the highest level and has detailed understanding of digital platforms and technologies.


Louise Bolt

Job Title: Digital Marketing Officer
Company: Macmillan Cancer Support

Having worked at digital media agencies on large clients such as Pepsico, O2 and Peugeot, Louise made the move into the charity sector to work on Macmillan’s social media presence, before moving in to a Digital Marketing role. She works with colleagues across the organisation on a wide breath of campaigns, including Fundraising and Brand and uses the full suite of digital marketing tools including PCC, display, social, affiliates and SEO.


Steve Smith

Job Title: Managing Director
Company: Ear to the Ground

Steve Smith has been MD of communications agency Ear to the Ground since 2003 and spends his time connecting brands with spot & music fans. The agency is a specialist in sponsorship activation and asset creation and their digitally driven approach puts fan experience at the heart of every campaign.

Steve’s role at Ear to the Ground is to oversee strategic growth and make sure the focus is always on designing and delivering emotionally exciting campaigns that change the behaviour of fans. With a wealth of experience in the wider world of entertainment Steve has a unique insight into how audiences can be best engaged to benefit clients that have included Samsung, Manchester City and Nike.

Career highlights include launching the England ‘Away’ shirt in Paris in front of 3000 booing Frenchmen with Kasabian and creatively directing Samsung’s Olympic Torch Relay partnership for over a million fans in the build-up to London 2012.

Moderated by:

Georgia Cockerell

Job Title: Head of Content
Company: Brand Republic Insight

Georgia joined Haymarket Business Media in 2011. She is responsible for creating innovative content and events across various B2B markets within Haymarket, ranging from renewable energy through to marcomms, including heading up the production for Brand Republic Insight. In terms of products, Georgia's remit covers video, online streaming, webcasts, interactive virtual summits, DVDs and websites. Georgia will draw on her experience within the digital space to ensure your most pressing questions are fielded in the webcast.