Programme List - Investment Content Marketing Conference 2017



*Please note: This programme is subject to change


Meet and greet over coffee


Welcome address by Tom Wright, Director of Content & Performance Marketing Services, Incisive Media

09:05 - 09:35

Opening keynote: Outside the bubble

Charlotte will present a case study about Barclays’ multi award winning content strategy, the Barclays Editorial Board, which has cut their production process down from six weeks to just 72 hours through regular meetings and clear roles within the team.

Charlotte Povey, Head of Content Strategy, Barclays

09:40 - 10:10

The good, the bad and the ugly
  •     An overview of the UK financial promotion regime
  •    Where does responsibility lie?
  •    When you should consult your compliance department
  •    Exploring common mistakes in social media, email campaigns and online advertising
Michael Booth, Regulatory Director, Eversheds

10:15 - 10:45

The content challenge: Information overload!
  • Why are you creating your content?
  • Quantity over quality?
  • Timing is everything
  • Formulating a content strategy
Peter Beckett, Head of Marketing - Digital, Content & International, Schroders

10:45 - 11:05

Networking Break: Caffeine Hit

11:05 - 11:35

The value of values: How to stand out using content marketing

How can investment managers differentiate? By showing, not telling, their values. In this talk, we look at why content marketing is the ideal tool to achieve just that.

Niels Footman, Head of Marketing, CopyLab

11:40 - 12:10

The power of a blog

This session will present first-hand experience of how to create a successful blog against a sea of content from boutique firm TwentyFour Asset Management.


  • Why create a blog
  • What are the secrets
  • What have we learnt


John Magrath, Partner, Head of Distribution, TwentyFour Asset Management


12:15 – 12:55


Closing keynote panel: Industry predictions

The financial services have been slower embracing content marketing compared with other industries and a recent CMI study found that the main goals of content marketing for financial marketers were brand awareness and engagement followed by lead generation. So what is the future for content marketing, how can content marketing actually deliver tangible leads in an industry where ROI is paramount? This session will discuss how an alignment of distribution and marketing could help to deliver a continuous dialogue and commercial success.

Joe Parkin, Head of Wealth and Retail, iShares BlackRock
Kira Nickerson, Head of Editorial, BNY Mellon
Simon Hillenbrand, Director of UK Retail, Henderson Global Investors
James Whiteman, Head of Investment Communications, Aberdeen Asset Management
Chair: Hardeep Tawakley, Content Strategist, Incisive Media


Closing remarks and close of conference

Tom Wright, Director of Content & Performance Marketing Services, Incisive Media