Programme List - Investment Content Marketing Conference 2018


09:00 – 09:30

Delegate registration

09:30 – 09:35

Chair’s introduction and opening remarks

09:35 – 10:05

Opening keynote address: Lessons from outside the industry

10:10 – 10:40

Case study

Joe Parkin, Head of iShares UK Wealth Sales Team, BlackRock will share how his team work together with marketing to drive revenue.

Joe Parkin, Head of UK Wealth and Retail, iShares

10:45 – 11:15

Not all content is born equal


Podcasts are an increasingly popular medium reaching millions of downloads per episode and it’s not just podcasts like Serial getting attention, Brexitcast hit the top of the UK charts in Dec 2017. So is the podcast bandwagon worth jumping on?


  • Is it right for your brand?
  • What it takes to produce a podcast feed, do you have time to devote to creating a quality podcast?
  • Tracking the reach and return of your podcast?



11:15 – 11:40

Coffee and networking

11:40 – 12:10

Developing a holistic strategy


According to a Hubspot report “although 67% of businesses are planning to create more content than in 2016, 72% rated their content marketing as ‘Limited, Basic, or Inconsistent.” This session will consider:


  • Creating personalised content through buyer personas
  • Using social as a publishing outlet


12:15 – 12:45

Creating a conversation between your content and SEO


Does content marketing eliminate the need for SEO? This headline grabbing statement has been asked since the rise in popularity of content creation. The problem for most is that their SEO and content marketing are not integrated. Keywords crammed into content without providing valuable information are not enough to be successful in rising to the top of search results. This session will consider how:


  • A failing content strategy will heavily impact your SEO efforts.
  • Using keyphrase groups that exhibit poor SERP behaviour can drive further SEO performance.
  • Working across channel silos



12:45 – 13:45

Lunch and exhibition networking

13:45 - 14:15

GDPR – a big opportunity for content marketers?

GDPR could potentially be a real headache for marketers but it also could be a very big shot in the arm for content marketing as brands and publishers seek safe, compliant ways to target readers and high quality engaging content delivered in a sympathetic way could now be the best way to reach your customers.


  • Using it as an opportunity for engagement
  • Shifting the emphasis to creative and relevant content



14:20 – 14:50

Is influencer marketing the gateway to millennials?



  • Positioning someone internally?
  • Impact of the micro influencer - The smaller the tribe, the more personal the contact, the greater the trust and the higher the engagement they drive.
  • One starting point is devising an influencer strategy, what does the brand need, where and when?



14:55 – 15:35

Marketing leaders panel:



  • How important is brand awareness in increasing distribution?
  • What do you think the biggest changes will be in the next 5, 10 years?


Simon Hildrey, CMO, Liontrust
Tom Hughes, Head of Channel Marketing UK, Allianz Global Investors


15:35 – 15:40

Chair’s closing remarks



*Please note: This programme is subject to change