Leveraging search, editorial and behavioural insights in a new era of marketing - Melbourne

Please join Firebrand [https://firebrandtalent.com/], Vitamin T [https://vitamintalent.com.au] and Aquent [http://aquent.com.au/] at our free, lunchtime #Digitalks event on Friday, 20th September. TOPIC: Leveraging search, editorial and behavioural insights in a new era of marketing According to BuzzSumo, social sharing of content has halved since 2015 and it’s becoming harder for brands to get a return on investment. Content is being drowned out by increased competition, private sharing and algorithm changes and users are now flocking to original, authoritative content more than ever. It’s a whole new era of MARKETING WHERE YOU CAN’t just ‘do content’ and get lucky. Your brand must invest in building an audience and give them the content that’s just right for them if you want that return on investment. How do you find that sweet spot? That’s where content demand research can help. IN THIS PRESENTATION ANDRÉS LÓPEZ-VARELA [https://www.linkedin.com/in/andreslopezvarela/], HEAD OF STRATEGY AT STORYATION [https://www.storyation.com/team/andres-lopez-varela/] WILL COVER: * Understanding the need for content demand research * Rethinking keyword and search engine research * Leveraging the power of an editorial approach to content * Embedding behavioural triggers into your brand's content * How to re-focus your brand’s day-to-day content efforts on your audience Date: Friday, 20th September Venue: NAB The Arena 700 Bourke Street MELBOURNE Agenda: 12:15pm: Networking and light lunch served 12:30pm: Presentation commences 1:15pm: Q&A 1:30pm: Concludes ABOUT OUR #DIGITALKS PRESENTER: Andrés is a senior strategist who has developed work that targets audiences in AUSTRALIA and around the world. He tackles strategy differently because of his broad experience in fields like social, SEARCH, performance MARKETING, public relations, content and digital production and more. This breadth of experience is particularly useful in his role as Head of Strategy at Storyation [https://www.storyation.com/team/andres-lopez-varela/] and as a co-founder of the Content Leaders Academy [https://www.contentleadersacademy.com/]. Andrés also led the content program for Tourism AUSTRALIA from 2014 to 2017 with a focus on bringing a more data-led, consumer-first approach to content for the national tourism organisation. Find Andrés on Twitter [https://twitter.com/hackjack] and LinkedIn [https://www.linkedin.com/in/andreslopezvarela/]. ------------------------- We are very proud supporters of Beyond Blue [https://www.beyondblue.org.au/] and will be collecting gold coin donations on the day which will be matched dollar for dollar by Firebrand, Vitamin T and Aquent. If you don't carry spare change on you but would like to donate to Beyond Blue, please visit our donation page here [https://workplace-fundraiser-ongoing.everydayhero.com/au/aquent-firebrand-talent-vitamin-t]. [https://www.beyondblue.org.au/]