Content 360 is organised by Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519. Tel: + 65 6423 0329 Fax: +65 64230117 P2/6

Playing the long game Content marketing has evolved to become a necessity for most organisations in order to stand out in today’s hyper-competitive landscape. However, for most brands the question of “when will I see results?” remains. At this year’s Content 360, we’re discussing why you should play the long game, and how to incorporate content into your long-term strategies. Content 360 aims to be the go-to platform for marketers and agency professionals alike to gain first-hand information, practical knowledge and insights from leading practitioners on building and executing an effective content marketing strategy that has the ability to adapt and evolve ahead of the technological changes while staying true to their brand identity. An innovative event format Content 360 is a 2-day hybrid interactive conference comprising keynotes, panel discussions and a hands-on workshop – The Content Café. Content 360 takes the best specs from a traditional content driven conference and combines those elements with the advantages of an interactive discussion. Content 360 won’t just provide you with insights from leading content marketing experts; it’ll help you bring about a tangible difference in your strategy.

Content 360 Singapore 2017

Day 1 – 6 April 2017

8.00am Registration opens

9.00am Welcome and opening remarks Rezwana Manjur, editor, Marketing magazine

9.10am

Coffee table chat: Creating captivating stories • What are the key fundamentals of storytelling • How do you connect with people in a language they understand? • How can brands use storytelling to compel people to change the way they think?

Speaker: Kelvin Tong, Creative Director, Boku Films

Industry Update

9.40am

Presentation: Content That Pops: How to Create Stories That Sell • Opening the door to original, engaging and sharable content • What types of content should we be thinking of producing? • Budgeting for great content marketing

Speakers: Michael Pennington, Vice President, International Digital & Advertising Sales, NBCUniversal International Networks Natalie Gee, Creative & Production Director, NBCUniversal International Networks Tine Hansen, Director, Advertising Solutions, NBCUniversal International Networks Yvette King, E! News Asia Host, Style & Brand Ambassador

10.20am Morning Break

Content Creation

10.40am

Presentation: Content consumption’s shift to message apps • Turning your content into conversations • Pure-play messenger apps versus in-house chat • Is there a way to get data out of chat?

Speaker: Abhilash Murthy, Founder, Bus Uncle

Content 360 is organised by Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519. Tel: + 65 6423 0329 Fax: +65 64230117 P3/6

11.10am

Presentation: Is Your Customer Cheating on You? (Hint: Yes, They are) • Playing the field: Why brands need to be bold to connect with fickle customers, who demand

ever-more engaging content. • I’m the shy type: Why brands would rather play it safe. • Reigniting the passion: How to create content that makes the heart beat faster. • We need to talk: How to sell in creative content to the hardest audience of all: your bosses.

Speaker: Simon Cholmeley, Chief Executive Officer, Novus Asia

11.50am

Innovative storytelling in the Asia context • How to digitally transform your business • Implementing an Asia-focused, lean content methodology • Leveraging subject matter experts to achieve the effective content strategy you need

Speaker: Chan Yi Wen, Co-founder and Head of Content Strategy, Bolt

12.30pm Lunch

1.30pm

Panel: Creating bigger, better content • Where should content marketers channel their resources to? • What’s needed to cut through the clutter? • How do you ensure your content doesn’t end up as junk?

Moderator: Rezwana Manjur, editor, Marketing magazine Panellists: Lisa Ortner-Ghouze, Head of Content Marketing & Channels, Institutional Banking , ANZ Blanca Menchaca, Co-founder and Chief Operating Officer, BeMyGuest Neal Moore, Member, ACMA

2.10pm

Presentation: Chasing the B2B content dream The art of creating shorter and more engaging B2B content and why content marketing’s future depends on it

• Turning internal (technical) expertise into ‘thought leadership’ that resonates with readers: what does this really mean and how can you do it?

• Balancing technical detail with journalistic spin in B2B content: wishful thinking? • Partnering with your entire marketing team to deliver engaging content: how to drive a

‘integrated programs’ and why? Speaker: Lisa Ortner-Ghouze, Head of Content Marketing & Channels, Institutional Banking , ANZ

Content Connection

2.50pm

Presentation: Brand Storytelling: Finding Commitment in Chaos • The relationship between emotional connection, the sharing of content and decision to

purchase • Using an always-on content strategy to ensure commitment from your audience • Tips for partners from a content creator

Speaker: Joanne de Rozario, Managing Director, Brand New Media

3.20pm Afternoon Break

3.40pm

Presentation: The Story of Things • As the Internet of Things shapes our planet, technology alone does nothing to satisfy the

human craving for stories • Why strong narratives are critical to driving ideas to the next level • Adopting newsroom best practices to your content marketing strategy

Speaker: Serene Goh, Head, SPH Content Lab

Content 360 is organised by Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519. Tel: + 65 6423 0329 Fax: +65 64230117 P4/6

4.10pm

Presentation: Connecting with the next generation of buyers • Introducing the modern centennial to the mix • What does the centennial buyer journey look like? • Engaging centennials on their own terms

Speaker: Jane Chang, Head, Marketing Communications, Chan Brothers Travel

4.50pm Closing Remarks Rezwana Manjur, editor, Marketing magazine

4.55pm End of Day 1

Content 360 Singapore 2017

Day 2 – 7 April 2017

8.00am Registration opens

9.00am Welcome and opening remarks Rezwana Manjur, editor, Marketing magazine

9.10am

Opening keynote: Creating a content culture from the inside out • Overcoming c-suite reluctance for a full-fledged and holistic content culture • Collaborating on content with all levels of your organization to become co-creators • Using company culture as a branding opportunity

Speaker: Nicco Joselito Lopez Tan, Vice President Relationship Marketing & Social Media , Genting Malaysia

Content Café

9.50am

Content Café Supporting content strategy with listening and analytics Content café is a half-day in-conference workshop. Hosted by experts and content pioneers, content café is an interactive segment where you’ll be able to discuss how to boost your content marketing with peers and industry leaders. Hosted by: Olivier Girard, Customer Success Director, Asia Pacific, Digimind Stephen Dale, General Manager, Asia Pacific, Digimind

12.30pm Lunch

Content 360 is organised by Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519. Tel: + 65 6423 0329 Fax: +65 64230117 P5/6

Content Distribution

1.30pm

Panel discussion: Aligning brand and influencer values • Exploring the link between old and new media • What’s important for brands to consider before selecting an influencer? • How do influencers decide if they should promote a brand?

Moderator: Rezwana Manjur, editor, Marketing magazine Panellists: Miguel Bernas, Vice President, Digital Marketing, Mediacorp Fern Cheng, Senior Marketing Manager, Asia ex-China, PR Newswire

2.10pm

Case study: Putting the content marketing and native advertising puzzle pieces together • Leveraging native advertising to push content further • Bringing high quality content and relevant users together • Examples of successful native advertising campaigns

Speaker: Benjamin Gajkowski, Head, Brand Studio, Mediacorp

2.50pm Afternoon Break

3.10pm

Trends for visual content and loyalty of customers • How important is visual content in content marketing nowadays • Can we still reinvent loyalty programmes? • What do our client want vs what brands offer nowadays?

Speaker: Isabel Gonzalez, Chief Executive Officer, Klaud9

Content and Business Alignment

3.50pm

Closing keynote: Connecting content and technology to your business goals • How can content influence business outcomes? • Matching your business goal to your content focus • Building a culture of content among all of your organisation’s teams

Speaker: Hedvig Lyche, Global Strategy Director, King Content

4.30pm Closing Remarks Rezwana Manjur, editor, Marketing magazine

4.35pm End of Day 2