Content Marketing: Creative Strategy Tips to Drive Conversation

Content has become an increasingly important element of the modern communications arsenal. PR is a gatekeeper of organic talkability and in this age of digital media consumption, content-based communications can be a powerful catalyst for conversation.

The workshop is for all PR professionals (agency and in-house) who are keen to learn more about how Content Marketing can help supercharge their existing campaigns

• Account Executives

• Account Managers

• Account Directors

• Senior Associate Directors

• Social Media Teams

We’ll discuss:

· Content definition and formats: images, videos, audio, interactive games, blog posts, PDFs, infographics, brochures, etc.

· Content categories: brand-created, brand-curated, user-generated content (UGC)

· Content Mining

· Hero, Hub and Hygiene Strategy

· Creative Case Studies

· Best Practice Guidelines: social media, influencer engagement, media relations, events

· Open Discussion, Breakouts and Q&A

About the Trainer

Candace Kuss is a creative consultant and brand strategist. She is a digital and integrated marketing expert with an unparalleled multi-disciplinary agency background.

Candace is the Co-Chair of the PRCA Digital Group. She spent twelve years as the Director of Social Media for H+K and was honoured to be named as an Innovator 25 by the Holmes Report. She was recruited to London as a Creative Director for Ogilvy, and was a SVP/Creative Director at Digitas in Boston and San Francisco.

Candace is a Trustee for the London Ballet Circle. She’s on the Advisory Board for Creative Equals and was the founding member of WPP Stella, their women’s leadership group. She is a frequent speaker, teacher and award show judge for global industry events, including VidCon, Cannes Lions, Dubai Lynx, Young Lions and D&AD New Blood. She is a blogger, podcaster and licensed mudlark. Find her @CandaceKuss on Twitter and Clubhouse