Program
9:00 - 9:20
Welcome to Content Summit Australia
Acknowledgement of Country and introduction to the day ahead.
Kurt Sanders - Director of Strategy, The Content Division
9:20 - 9:50
Why creativity is at the heart of persuasion
Dee Madigan - Executive Creative Director, Campaign Edge
9:50 - 10:20
How Tourism Tasmania captures the hearts and minds of travellers wanting to Come Down For Air
Tasmania is easily Australia’s most distinctive tourism brand. Moody yet bright and inviting; artistic and cultural but attracting different types of travellers; authentic and grounded but fun. From clever campaigns like The Off Season and TasmanAI through to showcasing deep and enticing experiential content, in this session Lindene will unpack Tasmania’s brand and positioning, and how that translates into creative, effective and beautiful campaigns. And, of course, incredible content.
Lindene Cleary - Chief Marketing Officer, Tourism Tasmania
10:20 - 10:50
The mane thing: How the Brisbane Lions went left-field in finding a voice for their content
Sports content is hard. Apart from the on-field action that can change at any moment, how can clubs create more distinctive content than the typical behind-the-scenes stuff that fills their social feeds? In this session, Phil will discuss how in order to cut through, win more fans and sign up more members, the Lions content team had to find a tone that put fun back at the heart of sport.
Phil Swan - Head of Digital, Brisbane Lions
10:50 - 11:20
Morning Tea
11:20 - 11:50
Prove it or lose it: Measuring the impact your content has on your brand’s growth
Content folk get bogged down in the daily metrics – page views, time on page, subscriptions, engagement, the list goes on. But how does all of your content work contribute to the growth of your brand? In this session, Tracksuit’s Elly Strang delves into how to properly measure the impact of your brand so you can go to the boss armed with effectiveness information that matters.
Elly Strang - Content and Communications Lead, Tracksuit
11:50 - 12:20
How I built a viral brand with a $0 marketing strategy
Brooke Saward is the creator of internet sensation Brooki Bakehouse. In her first live speaking appearance, the young entrepreneur will talk about how she built millions of followers online in 12 months. Customers from Australia and abroad line up around the block each day waiting for the bakery to open. Brooke’s debut talk will dive into the ingredients and the recipe that made her business dream spring to life.
Brooke Saward - Founder, Brooki Bakehouse
12:30 - 13:00
How to craft podcasts that put you in the room with a rock star
Learn how to ideate and craft incredible podcasts from the award-winning creators of hit podcasts Who Is Daniel Johns? (Spotify), Science Versus (Gimlet), The Last Outlaws (UTS), Threads (ABC) and more.
Francisco Lopez - Director, F+K Media
Kaitlyn Sawrey - Director, F+K Media
12:30 - 13:00
Media Masters: Telling incredible stories in an ever-changing media landscape
From AI’s place in modern content companies through to what truly makes a story worth telling, this panel will plumb the depths of Queensland’s media talent to discuss how to create incredible content with narratives that gain the eyes and ears of large-scale audiences.
PANEL
Facilitator:
Sarah Morgan - Managing Director, Bespoken
Panellists:
Alison Sandy - FOI Editor, Seven Network
Ben Smee - Queensland State Correspondent, The Guardian
Blythe Moore - Manager, Audio Strategy, ABC News
13:00 - 14:00
Lunch
14:00 - 14:40
Content at scale in the age of AI
Cutting through to your audience was always hard, and now tech trends have raised the stakes.
Content strategy for a noisy world needs strong storytelling at its heart, plus the tools to execute with speed and impact.
This workshop explains why your brand narrative should form the core of your strategy, and why quality long-form content is the ideal starting point for scaling your short-form and derivative content.
Ricky Robinson - CEO, Shorthand
14:00 - 14:40
Finding a hook when most would overlook
This workshop will look at how to find a trending news hook or newsjacking opportunity where most would overlook.
Perfect for those of us who work in corporate, B2B or in what many would consider a drier subject matter – what do they know hey?
With the firm belief all organisations have a story to tell, Sarah Morgan and Lisa Chant will delve into how it’s just a matter of knowing what to look for, what platform it needs to be told on, how to create it and knowing when or how to tell it.
Lisa Chant - Media and Communications Specialist, Bespoken
Sarah Morgan - Managing Director, Bespoken
14:50 - 15:20
Always on: How to keep your social audience engaged and coming back for more
More channels. More formats. More creative. More resources. The juggle is real. So how do we keep all the social balls in the air and the executive team happy? In this session, influencers, publishers and brand-side marketers talk through their social strategies, how they stay on top of the ever changing algorithms and keep making content that hooks in audiences.
PANEL
Facilitator:
Brittanie English - Managing Director, The Content Division
Panellists:
Rose Misra-Smith - Digital Content Creator, Urban Utilities
Alice Harris - Content Creator, Kic App
Stephanie Vigilante - Head of Social Media, Broadsheet Media
14:50 - 15:20
How to communicate terrible news beautifully to your customers
Bad things happen. It’s a reality of the business world that many companies aren’t equipped to deal with, let alone communicate to their customers. In this session, Kevin will detail how Australian tech behemoth Atlassian goes about telling the stories that customers may not want to hear, and how to ensure they remain customers for the long run. You will learn:
– How to plan properly for any negative company news
– The tactics and formats to use to speak to customers
– Why tone of voice matters
– Real-world examples of comms that worked… and comms that didn’t
Kevin Bui - Senior Content Designer, Atlassian
15:20 -15:50
Afternoon Tea
15:50 - 16:20
Under the influence: What can marketers learn from influencers, creators and artists about connecting with audiences?
Marketers want to work with influencers. They want access to loyal audiences and to put their brand in their hot little hands. But creators and artists spend an incredible amount of time making stunning things and building a following that appreciates their wares. In this session, we chat to social media content creators across TikTok, Instagram and LinkedIn to learn how they’ve built their audiences, how they go about content creation, what they like and don’t like about working with brands, and what brands can do to be better online.
PANEL
Facilitator:
Brittanie English - Managing Director, The Content Division
Panellists:
Daisy Braid (aka DIY Daisy) - Content Creator, Textile Artist and Author
Emma Edwards - Content Creator and Author
Shogo (Shoggy) Kemmoku - Food Influencer and Content Creator
16:20 - 16:50
Olympic-level content: How the Games will be won with incredible storytelling
If you haven’t heard, something rather large is happening in Brisbane in 2032. But the work on building Brisbane’s Games story has already begun. In this panel we’ll discuss just what it takes to forge an Olympic-level story that gets residents, visitors, businesses, athletes and more bought into one of the biggest events on the planet.
PANEL
Facilitator:
Kurt Sanders - Director of Strategy, The Content Division
Panellists:
Sarah (Sos) Mattsson - Digital Content and Production Manager, Brisbane 2032 Olympic and Paralympic Games Organising Committee
Michelle Blancato - Creative & Content Director, Tourism and Events Queensland
Callum Wood - General Manager Marketing, Brisbane Economic Development Agency
16:50 - 17:00
Wrap Up
17:00 - 19:00
Drinks!
Content Summit
Australia 2024
Bris Powerhouse
Tuesday 28 May
Presented by
