You’re more likely to survive a plane crash, win the lottery and be struck by lightning than click on a banner ad. It should come as no surprise then that conventional wisdom in the media industry suggests the infamous tool, once a staple of online advertising, is being rapidly superseded by content marketing.
But just because content marketing is in vogue doesn’t mean your creative strategy will fly with the C-suite. You must be able to prove its commercial value too.
Alex Cheeseman (Outbrain) and Michael Brenner (NewsCred) launch Outbrain’s DigiTalks series with a timely, but tough topic - measurement. Many marketers consider measurement as something that comes as a final step in their marketing strategy. However, to be effective it should be considered at the beginning, middle, end (and every step in between) of your content marketing process.
Alex and Michael will tackle the challenges around measuring ROI in Content Marketing by first looking at setting the right objectives, then how to build a business case and finally how to go about creating a measurement framework. The session will close with some great case studies demonstrating tangible examples, before opening up to Q&A.
Register now to participate in the DigiTalk at 3pm on Tuesday 25 November. Places are limited.
Michael Brenner, Head of Strategy, Newscred
Michael Brenner is the Head of Strategy for NewsCred and a recognised leader in content marketing. Previously he held marketing leadership positions at SAP as VP of Global Marketing and Content Strategy and Head of Digital Marketing for SAP Americas. Michael co-founded the leading social news site Business 2 Community and also created SAP’s award-winning Business Innovation thought leadership blog site.
He is a contributor to Forbes, The Economist, and The Guardian and also speaks frequently at industry events covering topics such as marketing strategy, social business, content marketing, digital marketing, social media and personal branding. Find him on Twitter @BrennerMichael.
Alex Cheeseman, Head of Brands and Agencies, Outbrain UK
Based in London, Alex currently heads up the Brands and Agencies team for Outbrain - the world’s leading content recommendation platform.
Having worked across global product launches, consumer and B2B marketing, market-entry strategies and product management, Alex has a proven track record in taking ideas from concept to launch, whilst gaining the trust and confidence of colleagues and clients alike.
Prior to Outbrain, Alex was Commercial Director at GEKKO, a technology company with a range of innovative, contextual tools that monetise publisher content. Operating at board level, he worked with clients including Google, AOL, Bing, Yahoo!, Twitter, Daily Mail, Telegraph and Pearson. As Business Development Manager at BBC Worldwide’s Lonely Planet, Alex drove key marketing initiatives with global partners such as Nissan, Barclays, Ellesse, CPP and Lloyds across mobile, digital and print media channels.
Alex has a passion for social media, e-commerce and emerging technologies. Find him on Twitter @mralexcheeseman.
This DigiTalk is brought to you by Outbrain, sponsors of the Guardian Media Network’s digital content hub
