8-9 April 2015 I InterContinental Singapore Day 1

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2 Content 360 Where the content revolution begins In today s marketing ecosystem for most organisations, it s not a question of why engage in content marketing; it s a question of when, what and how? Regardless of what tactics you use, content should be a part of your marketing process, not something separate. Content 360 is Asia's premier event on the challenges and opportunities for content marketing, where some of the best minds, savviest brands and leading experts will reveal their strategies and explore this exciting topic in depth. Setting the bigger picture of where content is headed in the future, it aims to be an ideal platform for marketers and agency professionals alike, to gain first-hand information, practical knowledge and insights from leading companies 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 the brand identity. An Innovative Event Format Content 360 is a 2-day hybrid interactive conference incorporating elements of traditional conference such as key notes and panels, with a novel interactive element: The Content Café. It 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 endow you with insights from leading content marketing experts; it ll facilitate valuable two-way discussions for all who attend. Content 360 will be held on 8-9 April 2014 at the Intercontinental Hotel, Singapore. 8-9 April 2015 I InterContinental Singapore 8.00am Registration Day am 9.00am 9.40am 10.20am 10.30am Welcome and Opening Remarks Opening Keynote: Content as a brand differentiator How to become a content marketing expert Using content to make your brand stand out Treating content seriously to achieve business objectives Speaker: Dan Sloan, editor-in-chief, Nissan Global Media Center, Nissan Motor Content Marketing Where to begin Presentation 1: Content Ideation Generating ideas for valuable, unique and shareable content Identifying the type of connections that work best in content ideas Understanding audience and defining content objectives Coming up with digital content Speaker: Kris LeBoutillier, digital content director, APAC, Visa Morning Break Case Study 1: Understanding buyer personas Getting insights into the content that the target audience likes. Creating people-powered content marketing strategy by listening to consumers. Tailoring content native to a particular stage in the marketing funnel.

Content 360 is Asia's premier event on the challenges and opportunities for content marketing, where some of the best minds, savviest brands and leading experts will reveal their strategies and

3 How OCBC is using visual content to engage audience? 11.00am Speaker: Aldrina Thirunagaran, assistant vice president, digital marketing, OCBC Bank audience Panel 1: Creating authentic content What does authentic content mean and how do we create it? Creating content that resonates emotionally with audience Is branded content truly authentic? Moderator: Don Anderson, Chairman, Asia Content Marketing Association (ACMA) Panelists: Miguel Bernas, director digital marketing, PayPal Chris Reed, global CEO, Black Marketing 11.35am 12.05pm 12.45pm 13.45pm 14.15pm 14.50pm 15.00pm 15.10pm Planning Building the fundamentals Case Study 2: The next frontier of brand storytelling What types of content should be part of your storytelling plan? Encouraging interactivity through a multimedia approach Making your storytelling visual to simplify data Speaker: Pete Mitchell, global media innovations director, Mondelez International Presentation 2: Why brands need to become publishers The strategic value of brand publishing What sort of investments does it require? How do brands balance editorial integrity with brand messaging? Speaker: Vaasu Gavarasana, head digital marketing, AXA Life Insurance Lunch Industry Briefing 1: Publishing schedules and content consistency What does a brand s editorial calendar look like, and how do you manage it? What do you need to get started? How do you maintain an effective pace of content production? Speaker: Senior Representative, Outbrain Industry Briefing 2: Automation in content marketing blessing or curse? How can your organisation use marketing automation to drive business results? Creating a tech-savvy, performance-driven content campaign Why marketing automation should not be automatic marketing? How should you create a balance? Case Study 3: Planning content for effective B2B demand generation What kind of content resonates best with business decision makers? How do you customise your content for different industries? How do you use content in your lead nurturing programs? Speaker: Rupali Shah, digital marketing lead, Asia Pacific, Fuji Xerox Evening Break Channels Formulating your distribution channels Industry Briefing 3: Influencers: How can they help with content? How working with influencers can help build credibility? How do you get the attention of key influencers? How can influencers help amplify your content? Maintaining an ethical relationship with your influencers

Creating content that resonates emotionally with audience Is branded content truly authentic?

4 15.45pm 16.15pm Case Study 4: Social Media Governance What is content governance and why do you need it? What tools are required for effective governance? Working with your legal team to formulate effective content governance policies Speaker: Nadeem Amin, regional digital marketing manager - ANZ, Asia Pacific, South Africa, Kellogg Australia Presentation 3: Content strategy across paid, owned and earned media How do you break down content silos How do you integrate paid, owned and earned channels to amplify the reach of your content? What are the potential road blocks and how to deal with them? 16.45pm Closing Remarks 16.50pm End of day April 2015 I InterContinental Singapore 8.00am Registration Day am 9.00am Welcome and Opening Remarks The future of Content Marketing Industry Briefing 4: Must know Content Marketing Trends for 2015 What will content marketing heavyweights be doing in 2015? What pitfalls should brands watch out for? Process Managing your team and tools 9.40am am 10.50am 11.00am Case Study 5: The purpose of repurposing content What value is there in repurposing your content? What works better repurposing content or creating original content? Revamping vs. repurposing content which do you do when? Speaker: Timothy Hou, director communications and social media, Marina Bay Sands Presentation 4: Who is your content marketing star? Who do you hire to lead your content marketing are journalists the best choice? Planning your team: What positions would cover content marketing and what sort of seniority does it command? Essential skills required for your content marketing team Morning Break Case Study 6: Organisational readiness How do you sell your content marketing plan to the C-suite? Should you outsource content creation or keep in in-house? How do you train your employees to create good content?

Presentation 3: Content strategy across paid, owned and earned media How do you break down content silos How do you integrate paid, owned and earned channels to amplify the reach of your content?

5 Understanding audience 11.30am Conversation Talking your content and listening Case Study 7: Monitoring content consumption Creating a full-proof content marketing strategy by monitoring content consumption patterns? Listening to the community to find out what your audience wants Identifying when consumers are interested and targeting them at that specific point in the journey Speaker: Priyanka Nath, digital & social media lead, South Asia, Dell 12.00pm Director s Cut Presentation 4: Coming up with original content Key features in creating a compelling story. How to build an impactful corporate story in the digital and social age Multiple devices: What they do to your stories? Speaker: Daniel Yam, director and storyteller 12.30pm 13.00pm 14.00pm Measurement Prove effectiveness to know what s working Case Study 8: Strategies for Cross Channel Social Measurement Why is it important to measure performance of your content across all channels in social today? How do you start building a cross-channel measurement strategy? How to overcome measurement challenges and communicate social results in an effective manner. Speaker: Myra Gorostiaga, social media analytics lead, Lenovo Lunch Content Café A Content Cafe is a means of bringing a group of people together to have an open, creative conversation on a topic of mutual interest to surface their collective knowledge, share ideas and insights and gain a deeper understanding of the subject and the issues involved. Hosted by experts and pioneers with unparalleled experience, Content Café will be the one stop shop to get all your content queries answered. For a person who is new to content marketing, this interactive format will surely do the trick pm Closing Remarks 17.00pm End of day 2

Listening to the community to find out what your audience wants Identifying when consumers are interested and targeting them at that specific point in the journey Speaker: Priyanka Nath, digital &

Content Creation for Content Marketing. Chris Bagnall EMEA Managing Director DWA

Content Creation for Content Marketing Chris Bagnall EMEA Managing Director DWA 1 Content marketing is the creation and distribution of educational and/or compelling content in multiple formats to attract