ROI of content marketing to be tackled at BEfest next week

BEfest logoFour marketers will discuss how they measure the return on investment for their content marketing in a panel at next week’s BEfest festival of content marketing and branded entertainment.

The session will see marketers from Bupa, Flight Centre, Reuters and Snap printers exchange notes on how they assess ROI.

The session is being curated by King Content. The content marketing agency, which assesses campaign effectiveness via its own platform Communique, recently won best ROI program at the global content marketing awards in the US.

King Content’s head of strategy Todd Wheatley will lead the discussion between Matt Allison, health and care community marketing manager at Bupa; Jerome Bamminger, chief innovation officer at Flight Centre; Raeleen Hooper, GM of franchise services for Snap; and Pamela Kemp, retention marketing manager at information company Thomson Reuters.

The session is one of 13 across two streams examining all aspects of content marketing and branded entertainment.

BEfest is organised by Mumbrella’s parent company Focal Attractions, and has run twice before. This year’s event – which kicks off with industry networking on Wednesday October 7, followed by the conference and BEfest Awards on Thursday – is once again being held at Luna Park in Sydney.

Highlights of the conference include a rare keynote appearance from creative visionary Nick Worthington, ECD of Colenso BBDO Auckland; panel discussions sharing tips on all aspects of developing a content strategy, executing a content marketing plan,  and distributing content; how to make native advertising work; and a showcase of the world’s best branded entertainment. The final session of the day will see content maker Christiaan van Vuuren, Nine Entertainment Co’s Lizzie Young, blogger talent agent Lorraine Murphy, Adobe marketer Paula Parkes and Brand New Media’s Simon Joyce discuss questions inspired by the day’s discussions.


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