GOOD Agency and CharityComms have worked with experts across the sector, successfully using content in their marketing and fundraising strategies, to create a content marketing conference.
GOOD Content can help you tell stories that inspire people to take an action. From purchasing a product, participating in an event or pledging support to donating money or time, changing behaviour or simply sharing the story with someone else.
This event programme is full of useful insights and practical examples to help you develop an effective strategy to plan, create and distribute content that will inspire your audiences to take an action for you.
Shoba Mistry, Head of Marketing at Fairtrade Foundation will discuss how our short film became their flagship piece of content to create empathy, drive engagement and income.Discover more about the art of meaningful storytelling and why it matters to Nicole, here. 09.00 – 09.20 Registration 09.20 – 09.25 Welcome Vicky Browning, director, CharityComms 09.25 – 10.00 Is it content or just an ad? Â Â Â Adam Bracegirdle, creative director, VICE UK Nicole Parkinson, head of socialÂ and content,Â GOOD Agency 10.00 – 10.40 Panel discussion: The psychology of social sharing Subi Gnanaseharam, social media manager, Jamie Oliver Ltd Joanna Creed, social media and food policy manager, Jamie Oliver Food Foundation Jo Eden, social media and communitiesÂ executive, British Heart Foundation Rob Blackie, director of social (UK),Â OgilvyOne Worldwide 10.40 – 11.10 Putting your audience at the heart of your content strategy Daniel Dodd, director of communicationsÂ and content, National Trust 11.10 – 11.25 Discussions: content marketing at your charity 11.25 – 11.55 Refreshment break 11.55 – 12.35 Breakout session one Breakout A: Fairtrade Foundation — creating content that drives value Shoba Mistry, head of marketing,Â Fairtrade Foundation Breakout B: Inspirational Instagram campaigns from WaterAid Rowena Campbell, social mediaÂ manager,Â WaterAidÂ Â Â Â Â Â Â Â Breakout C: Making content marketing a conversation Charlie Peverett, strategist,Â NeoÂ Â Â Â Â Â Â 12.40 – 13.20 Breakout session two Breakout D: How RNLI creates content to attract a younger audience Sarah Marsh, senior productÂ marketing manager, RNLI Martin Wilson, innovation projectÂ manager, RNLI Breakout E: Creating branded video content for news stories Rebecca Kiely, PR manager,Â F-Secure Jeremy Jeffs, founder,Â Magneto Films Breakout F: A model for planning content in the broadcast ecosystem Zoe Camper, head of digital,Â Arthritis Research UK 13.20 – 14.20 Lunch 14.20 – 14.50 How Tesco creates content for social media Joanna Rose, head of content andÂ social, Tesco 14.50 – 15.20 The art and science of storytelling Hilary Cross, director of marketing andÂ communications, Macmillan Cancer Support Ali Sanders, head of brand,Â Macmillan Cancer Support 15.20 – 15.50 Refreshment break 15.50 – 16.10 Looking beyond your charity’s own creative forces Chris Cox, digital communicationsÂ manager, Mind 16.10 – 16.25 Discussions