Agenda Topics Include:
15:30 – 16:00 Registration and Networking Welcome
1600 - 16:25
The InterContinental Hotel Group Talks Audience SegmentationWe all know that content marketing planning involves more than just putting together a spreadsheet full of story ideas. Enterprise-level content operations need to know their audience, their industry, and their competition.
Designed for the modern CMO, this session brings together Rebecca Allen, Contently GM of Europe, and representatives from the InterContinental Hotel Group to talk about a key element of the content planning process: audience segmentation.
Rebecca Allen, Contently
Claire Chapoulet, InterContinental & Hotel Indigo
Rémi Lefèvre, InterContinental & Hotel Indigo, Europe
16:25 - 16:35 Q&A
16:40 - 17:10
Fireside Chat with Babbel
Moderator: Syd Cohen Alperowicz, Contently
Edward Wood, Head of Content Marketing, Babbel
John-Erik Jordan, Managing Editor, The Babbel Magazine
17:10 - 17:20 Q&A
17:20 - 17:40 Overview: The Science of Voice and ToneContently CMO Kelly Wenzel will discuss how understanding the five elements that compose a brand’s tone can make you a better marketer. We’ll then break down how tone scoring can aid your efforts in content optimisation, competitive analysis, internal audits, and more.
17:40 - 17:50 Q&A
18:00 - 19:30 Networking Reception