1. http://www.progressmedia.com.au/content-marketing-roi-summit.html
Content
Marketing
ROI Summit
Measuring reach, engagement and effectiveness of your content marketing initiatives
Save $200
when you register
by 30 September
10 November 2015 - Main Conference
11 November 2015 - Workshops
Novotel Rockford
Darling Harbour, Sydney
The Content Marketing ROI Summit brings together industry
experts and practitioners to discuss the latest strategies, tactics
and tools to properly measure the effectiveness of your content
marketing program.
Attend this summit and learn how to:
• Clearly define business goals in content marketing
• Design and document your content marketing strategy
• Establish correct and meaningful metrics
• Use data and analytics to improve content effectiveness
• Maximise the use of marketing technology and analytical
tools to gain valuable data and insights
• Effectively communicate the value of content marketing
and achieve management buy-in
• Continuously refine your measurement strategies and processes
Who Should Attend
This summit has been specifically developedfor directors, managers, specialists andadvisers involved in:
• Content marketing
• Digital marketing
• Content strategy
• Digital strategy
• Social media marketing• Online marketing
• Marketing automation
• Marketing data & analytics• Demand generation
• Digital communications
• Marketing communications• Customer & user experience
Meet the Speakers:
Rodney Zandbergs
Senior Manager User Experience
Web Services & Information Policy
RMIT University
Matt Allison
Health & Care Content
Marketing Manager
Bupa
Skye Murray
Senior Manager, Content Marketing
Robert Half
George Dunford
Director of Digital Engagement
National Library of Australia
Amy Broadfoot
Audience and Influence Director
AnalogFolk
Fergus Stoddart
Managing Partner
Edge - Content Marketing Agency
Jonathon Crossfield
Storyteller, Writer and Content
Marketing Consultant
Trevor Young
Founder & Chief
PR Warrior

2. http://www.progressmedia.com.au/content-marketing-roi-summit.html
Content Marketing
ROI Summit
10 - 11 November 2015 - Novotel Rockford Darling Harbour, Sydney
About this Summit
Demonstrating ROI for content marketing is difficult. It is probably one of the biggest challenges facing content
marketers today. How do you properly measure the true business impact of content marketing? Which metrics really
matter? How do you communicate content performance to higher-level management? How do you constantly refine
your strategies?
The Content Marketing ROI summit brings together industry
experts and practitioners to discuss these questions and
many others. The event takes a deep dive into the latest
strategies, tactics and tools to properly measure the reach,
engagement and effectiveness of your content marketing
program.
“According to the Content Marketing Institute’s 2015 B2B and
B2C benchmark reports, less than a quarter of marketers
are able to prove content marketing ROI. Measurement is a key
area of difficulty: 49% of B2B and 51% of B2C marketers
were challenged with measuring content effectiveness in 2014.”*
*(Content Marketing Institute’s article on“How to Create a Benchmark
to Measure Content Marketing ROI”)
The Venue
Novotel Rockford Darling Harbour
17 Little Pier Street,
Sydney NSW 2000, Australia
Phone: +61 2 8217 4000
Sponsorship OpportunitiesThe Content Marketing ROI Summit is a timely eventfor the burgeoning number of content marketersthroughout Australia. By providing an independentand powerful case study driven agenda, it willattract a highly engaged audience and effectivenetworking environment.
For more information, please contact:David Lewis
DIRECTOR – Sponsorship & EngagementEmail: davidl@progressmedia.com.au
Registration Fees
Summit Package
(Conference + 2 Half-day Workshops)
Conference + 1 Half-day Workshop
1-day Conference Only
Workshop Day Only (2 Half-day Workshops)
(1) Half-day Workshop
Early Bird
(ends 30 September)
$ 1695 +GST
$ 1345 +GST
$ 895 +GST
$ 895 +GST
$ 545 +GST
Standard
(from 1 October)
$ 1895 +GST
$ 1495 +GST
$ 995 +GST
$ 995 +GST
$ 595 +GST
Your ticket includes
the attendance
fee, presentation
materials and
handouts plus all
catering (arrival
tea & coffee, morning
& afternoon
tea, and lunch). This
does NOT however
include travel and
accommodation.
To register simply go to http://www.progressmedia.com.au/registration-content-marketing-roi-summit.html

3. http://www.progressmedia.com.au/content-marketing-roi-summit.html
Content Marketing
ROI Summit
Day 1 - Main Conference (10 November) Novotel Rockford Darling Harbour, Sydney
8:30 – 9:00 am
Registration and coffee
9:00 – 9:10 am
Welcoming remarks from the Chair
Rakhal Ebeli
Founder & CEO
Newsmodo
9:10 – 9:50 am
What does content marketing‘success’look like?
• Who decides whether your content marketing is successful? (It isn't you...)
• What do you want to achieve? Establishing clearly defined goals for content
marketing
• Aligning content with overall business objectives
• Why you need to document your content marketing strategy
• Building a measurement strategy: Translating business goals into metrics and KPIs
9:50 – 10:00 am Q&A and open discussion
Jonathan Crossfield
Storyteller, Writer and Content Marketing Consultant
10:00 – 10:40 am
Shifting Perceptions and Driving Real Returns with a Content Hub
• Gaining valuable customer insights to produce the right content for the right
audience at the right time
• Developing educational and‘non-product’content to help build trust and change
people’s understanding of Bupa and its services
• Linking content performance and metrics with overall business objectives
• Communicating content metrics to higher-level management and what they mean
to the business
10:40 – 10:50am Q&A and open discussion
Matt Allison
Health & Care Content Marketing Manager
Bupa
10:50 – 11:10 am
Morning Tea
11:10 – 11:50 am
Learn and earn through content marketing analytics
• Getting your house in order: Ensuring websites are collecting usable, useful and
accurate data
• Knowing what to measure: Moving from data reporting to data analysis that
identifies useful customer behavior information
• Extracting actionable findings: Gaining insights into customer pain points and
making positive changes
• Making it resonate: Getting buy-in from senior management through better
communication
11:50 – 12:00 pm Q&A and open discussions
Rodney Zandbergs
Senior Manager User Experience
Web Services & Information Policy
RMIT University
12:00 – 12:40 pm
PEOPLE POWER: Why the future of content marketing is human
• Why generosity of spirit is the new‘killer app’
• Which brands are taking a heart-first approach to marketing and as a result are
growing large and engaged audiences (not to mention revenues)
• Why content marketing is not just the content you publish but the connections
people within your organisation make and the relationships they build with clients,
customers and influencers
• How to harness the passion, knowledge and expertise of your people to
super-charge your content marketing efforts
12:40 – 12:50 pm Q&A and open discussion
Trevor Young
Founder & Chief
PR Warrior
12:50 – 1:40 pm
Networking Lunch
1:40 – 2:20 pm
The Challenges & Opportunities in Improving Content Marketing for a Global
Company
• Refining the overall strategy and clearly defining what success looks like
• Reporting content marketing performance globally – as part of the bigger
marketing performance reporting
• Communicating the value of content marketing outside the quantitative
metrics: customer retention, brand awareness and reach
• Comparing notes with teams in other countries: Understanding what has
worked and what hasn’t
• The need for more sophisticated tools and attribution models to better track
content marketing performance
2:20 – 2:30 pm Q&A and open discussion
Skye Murray
Senior Manager, Content Marketing
Robert Half
2:30 – 3:10 pm
Building on User Engagement at the National Library of Australia
• Clear goals: Establishing the overall goal of increasing access and use of the
library’s collection online and on-site
• Data and iteration: how looking at the performance of content has influenced
content strategy
• Many pathways, many channels: Finding the way to collections through blogs,
exhibitions and apps
3:10 – 3:20 am Q&A and open discussion
George Dunford
Director of Digital Engagement
National Library of Australia
3:20 – 3:40 pm
Afternoon Tea
3:40 – 4:20 pm
Content measurement and ROI frameworks to track the effectiveness of
content marketing
• The measurement challenge - content versus advertising
• Creating and implementing a short and long-term measurement strategy
• Driving effectiveness through ongoing the optimisation of your content strategy
• Developing content measurement and ROI frameworks that cover: reach,
engagement, sales, data and commercial
• Using tracking tools, A/B testing, insights and analysis systems and processes
that drive content marketing performance across paid, owned and earned media
4:20 – 4:30 am Q&A and open discussion
Fergus Stoddart
Managing Partner
Edge – Content Marketing Agency
4:20 – 5:00 pm
Panel Discussion: Communicating the long-term value of content marketing
• Demonstrating content marketing ROI to management and the rest of the
organisation
• Aligning metrics with the ones that matter to the C-suite and other stakeholders
• Measuring content performance based on long-term monetary worth and
usefulness
• Understanding that content marketing is a long-term strategic commitment to
build trust with customers and prospects
Panel Moderator:
Amy Broadfoot
Audience and Influence Director
AnalogFolk
Panelists:
David Sams
Marketing and Communications Manager
Michael Crouch Innovation Centre,
University of New South Wales
Rodney Zandbergs
Senior Manager User Experience
Web Services & Information Policy
RMIT University
5:00 – 5:10 pm
Closing remarks from the Chair
5:10 – 6:10 pm
Networking Drinks
Richard Parker
Managing Partner (Strategy)
Edge – Content Marketing Agency
Matt Allison
Health & Care Content
Marketing Manager
Bupa

4. http://www.progressmedia.com.au/content-marketing-roi-summit.html
Content Marketing
ROI Summit
Day 2 - Workshops (11 November) Novotel Rockford Darling Harbour, Sydney
8:30 – 9:00 am
Registration and coffee
9:00 – 12:30 pm
Workshop A
Developing an effective content marketing strategy that drives
ROI
Most content marketing efforts fail due to the lack of strategic
planning. Learn how to develop a content strategy that will drive ROI.
The workshop will include:
• Developing a content strategy built on customer needs using
customer profiling and segmentation, lifecycle management, SEO
• Creating a central brand story that ladders back to your business
and marketing objectives
• Competitive media consumption analysis to ensure reach and
engagement
• Developing a creative platform to align content efforts
• Developing content pillars and themes
Facilitated by:
Richard Parker
Managing Partner (Strategy)
Edge – Content Marketing Agency
12:30 – 1:30 pm
Networking Lunch
1:30 – 5:00 pm
Workshop B
Content Marketing Strategy Implementation: How will content
be managed and measured?
From getting the approval to determining success, a strategy is only
ever as good as what you can measure and prove. Learn how to set
realistic goals and expectations, while weaving measurement and
reporting into your strategy from the very beginning.
1. Content Workflow and Governance
• Streamlining the process for the development, approval and
publishing of content
• Determining roles and responsibilities
2. Measuring Content Performance
• Establishing key content metrics
• Linking metrics back to business goals
• Setting up methods of tracking and reporting performance
3. Continuous Improvement
• Refining your content marketing strategy on an ongoing basis
• Reviewing processes, technologies and tools used for measurement
Facilitated by:
Jonathan Crossfield
Storyteller, Writer and Content Marketing Consultant
Richard Parker
Managing Partner (Strategy)
Edge – Content Marketing Agency
Richard Parker is Managing Partner and
Head of Strategy at Edge. With a strong
grounding in planning across digital,
social, mobile, CRM and custom
publishing, Rich is responsible for content strategy across all
Edge clients, as well as the strategic direction of the business.
Rich built up his expertise in London, where he worked with
Seven, Large Design and Story Worldwide before setting up
boutique creative agency Better Things, sharing his nous for
strategic planning with a large number of brands, including
ASOS.com, Aviva, Estée Lauder and Johnson & Johnson. Now a
fully fledged Sydneysider, Rich has built a reputation for himself
in the industry, regularly contributing to bandt.com.au,
mumbrella.com.au and SmartCompany.com.au and speaking at
events such as Mumbrella360, B&T MAD Week and the
Mumbrella Festival of Branded Content and Entertainment.
Workshop Facilitators:
Jonathan Crossfield
Storyteller, Writer and Content
Marketing Consultant
Jonathan Crossfield calls himself a
storyteller, because that’s easier than
listing writer, digital marketer, journalist,
copywriter, social media consultant,
workshop trainer, event speaker and opinionated blogger.
Jonathan has won awards for magazine articles and blog posts
on digital marketing. Currently, he writes a regular, outspoken
column on social media for Chief Content Officer magazine,
published by the Content Marketing Institute.
Past and current employers, clients and projects include
Netregistry, Ninefold/Macquarie Telecom, Macquarie Bank,
Reddo Media, Amway, Telstra Smarter Business/Bauer Media
Group, Robert Half and American Express. He also fits in
copywriting and content duties for Sliced Marketing and King
Content while running occasional workshops and training
sessions for various partners.