Programme List - Investment Content Marketing Conference 2018


09:00 – 09:30

Delegate Registration

09:30 – 09:35

Chair’s introduction and opening remarks

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

09:35 – 10:05

Lessons from outside the industry: Welcome to Clive

An insight into the development of Unum’s content strategy and portal called Clive. This session will look at the results Unum has achieved through its content and also give a sneak preview into future types of content currently being developed.

Jason Hicklin, Head of Content, Unum UK

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

10:40 – 11:00

Coffee and networking

11:00 – 11:30

What Bonnie Tyler might have to say about content marketing

Almost half of marketers in financial services say their content marketing is still conducted on an ‘ad hoc’ basis, and only 30% of marketers feel their process for creating content is efficient. Yet the clamouring for content continues. How are time-strapped marketers to achieve cut-through? You need a hero.

This session will consider:

  • Making the most of what you already have but might not have noticed      
  • Getting the business behind your ideas  
  • Achieving cut-through in a media-saturated world
  • Pushing back when content becomes the answer to everyone’s problem
Esther Armstrong,  Content Strategist, ‎BNY Mellon

11:35 – 12:05

Why “real” thought leadership has never been more important

Though one of the most over-used, abused and mis-used terms in the industry, thought leadership remains perhaps the single most indispensable part of the investment marketer’s mix. But for it to be worth the toil, merely pasting “thought leadership” at the top of the document isn’t enough. Done properly, thought leadership can elevate your brand, boost your SEO and even push sales over the line. Done poorly, it can be more damaging than you think. This session will consider:

  • What thought leadership is and what it should be
  • Why it’s so important for sales and for SEO
  • Time-honoured – but frequently neglected – ways of doing it effectively
Niels Footman, Head of Marketing, Copylab

12:05 – 13:05

Lunch and networking

13:05 – 13:35

GDPR – a big opportunity for content marketers?

Marketing is one of the top concerns when it comes to GDPR implementation. How can firms market to their clients and reach out to prospects in a GDPR-compliant way? Is GDPR just a headache or can it represent an opportunity?

  • Leverage compliance as an asset
  • Emphasise transparency to create customer trust


Giulia Lupato, Senior Policy Advisor, PIMFA

13:40 – 14:10

The power of influencers

Influencer marketing is the latest trend sweeping the marketing landscape, but is this new tool only for consumer brands or could it find a place in the investment industry? This session will look at:

  • How your best influencers are right in front of you - your employees
  • How your employee advocates can drive authentic brand reach and engagement
  • How to scale and measure ROI on an employee advocacy programme
  • What type of content will they share - incorporating thought leadership into your content marketing
Andrew Seel, CEO, Qubist

14.15 – 15.00

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 Northern European Marketing, Allianz Global Investors
Leanne Barnham, Head of UK Marketing, Architas
Chair: Hardeep Tawakley, Content Strategist, Incisive Media

15:00 – 15:10

Chair’s closing remarks

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



*Please note: This programme is subject to change