Date 22 Jan 2015
Time 6:30pm - 9:00pm
Venue MIS Executive Lounge, 410 North Bridge Road, Level 1, S188726
Speaker Graeme Somerville-Ryan
Fees Non-Member: $35 Per Pax
MIS Member: $20 Per Pax
MIS Student: Complimentary
Public Tertiary Institution Student*: $10 Per Pax

At its most basic, content marketing is promoting products and ideas as 'news' or entertainment.

Content marketing is getting bigger than ever; content creation and publication is at an all-time high, and traditional marketing budgets are being re-allocated to content marketing efforts — or having to be stretched to cover content-based obligations. For innovative brands, an award-winning Tumblr now carries serious clout; hashtag campaigns have become as compelling as taglines; and the Digiday Awards are as coveted as the Stevies. The phenomenon of content marketing and brand publishing has unfolded rapidly because it responds to consumer preference.

The content marketing revolution signals more than a mere marketing fad. However, despite its pervasive usage, content marketing isn't without its struggles. Many companies have no idea how to develop content-based strategies and have a limited appreciation of what content can and should achieve. What's the point of content marketing?

Key Highlights:

1. B2B content marketing: A beginner's guide
2. Individuals vs. Companies – What's in it for all of us?
3. The future of content marketing – The impact of social media on form and distribution


Graeme SomervilleGraeme Somerville-Ryan
Marketing and Business Development Director
Wikborg, Rein & Co., Media Relations, PR and Communications

Graeme Somerville-Ryan is Business Development Director (Asia) at the international law firm Wikborg Rein. He provides B2B marketing consultancy services to companies in the shipping, insurance, and business services sectors. His background includes the management of a wide range of domestic and international marketing projects. He has undertaken business development functions such as combining CRM strategy and quantification into business planning, CRM best-practice, and client targeting.

Marketing Institute of Singapore
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