Content_the whole story

Start Date:
Monday, February 25, 2013
End Date:
Tuesday, February 26, 2013
8:00 am - 5:00 pm

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Content_the whole story ( is a long-term project that aims to raise the bar for the entire content marketing industry in South Africa.

This two-day in-depth exploration of content marketing is simply not worth missing.

This is an initiative for stretching and growing content marketing in South Africa as a whole. It is the first of many annual sessions that will hopefully gain momentum as more stakeholders get involved in tackling the issues and guiding the agenda.

Content_the whole story hopes to:

  • Offer a holistic and real view of the South African content marketing industry;
  • Involve all stakeholders – educators, brands, media, marketers, publishers, informal content creators etc;
  • Build a groundswell of interested parties that eventually take ownership of the event so that it becomes truly representative and independent;
  • Raise awareness for this critical component of the marketing mix;
  • Move away from silo-thinking to a better understanding of all the factors that influence our world;
  • Provide a forum for tackling industry issues. The two selected for the first conference are transformation (looking at what can we do to make a real difference) and inspiring the next generation.

Not only is the media landscape dramatically different, it is also filled with unexpected competitors, new budget allocations and powerful consumers. Coca Cola, for example, has shifted 20% of its US$2.5b global marketing budget to content marketing.

Content_the whole story was created by storytellers, pouring heart and soul into creating a unique, holistic forum for all stakeholders of content marketing. Whereas event organisers usually arrange conferences for commercial gain, without a vested interest in the topic, the focus here is solely on delivering real value, while praying for break-even.

Using our insider’s perspective, we’ve tried to jam-pack as much value as possible into two days, while addressing all the niggles – from agonising over which breakaway session would be best, to ghastly catering, to generic yawn-inducing presentations. Speakers have been selected with care, and briefed to deliver presentations that are fresh and focused – challenging and contentious, if appropriate.

Joe Pulizzi (US) – Founder of the Content Marketing Institute
For the first time, South Africans get to share in Joe’s years of experience as THE leading content marketing guru in the US, as well as a respected author, speaker and strategist. Joe’s session will be an exclusively recorded video presentation covering insights on trends, themes, challenges and exciting developments in the CM industry and will be followed by a live Q&A session.

Eve Williams (UK) – Managing Director of Cedar (a global creative and commercial content agency)
Cedar works with major international brands like British Airways, Nikon and Best Western, and Eve is one of the UK’s ’30 under 30′ which acknowledges the brightest talent in the industry. For this conference, she will be focusing on how content drives commercial goals in retail, using Tesco as a case study.

Sam Wilson – Content Champion at Woolworths
As former Editor-in-Chief of’s Lifestyle brands, Sam was a key driver in transforming these award-winning platforms into thriving online content communities. She is now creating similar magic at Woolworths by applying her content knowledge to the world of online retail. She will share this interesting journey with us, contrasting Eve’s international viewpoint with our local reality.

Glenn Gillis – Managing Director of Sea Monster Entertainment
As one of South Africa’s pre-eminent animation, gaming and app development companies, Sea Monster tells brand stories in a fresh and unique way. Glenn will talk about technology’s role in turning the concept of traditional content channels on its head, and how even the most boring message can be made exciting through ‘gameification’.

Mike Sharman – Owner of Retroviral Digital Communications
Mike is a spirited and entertaining presenter, known for his unusual, unconventional thinking. Even his topic will raise a few eyebrows: “Online communications is a joke – how social media and stand-up comedy are inextricably linked.”

Sean Riley – CEO of Ad Dynamo
As the CEO of a South African digital advertising agency operating in SA and abroad, Sean comes with an interesting take on what is happening globally versus locally in the world of online advertising. He will present ad trends, challenges and ideas for the local market, along with how media owners and brand advertising can work together smartly.

Julia Hutchison (UK) – Head of Content for Group FMG
Julia recently embarked on a new adventure. After nine years as COO of UK’s respected Content Marketing Association, where she was responsible for delivering £60m of business to the content marketing sector and driving it to what is now a £1bn industry, Julia is now leading the content revolution at Group FMG. Her talk is focused on UK and European content marketing trends and challenges, as well as case studies of what is and isn’t working.

Zibusiso Mkhwanazi – founder/CEO of AVATAR
Zibusiso is a multi-award winning South African digital entrepreneur, a World Economic Forum Young Global Leader and the Founder/CEO of AVATAR. After starting his first business at the age of 17 in 2000, Zibusiso has been blazing a trail across the new media and digital industries in SA. At the conference he will explore the exciting dynamic of how storytelling is becoming the new branding and how marketing as we know it is changing.

Alistair King – founding creative partner of King James Group
King James is an independent 7-agency-strong collective that covers the full spectrum of brand communication. The agency has a daunting list of awards, and is best known for its work on brands such as Allan Gray, Kulula, Santam, Johnnie Walker and Bell’s Whisky. Alistair has always believed in medium-neutral creative thinking and strives to live and breathe pop culture, not merely observe it or follow it. Using this as a starting premise, he will discuss how traditional ATL agencies are venturing into content marketing … or not.

John-Henry Barac (UK) – Lead UX designer for Shazam
John-Henry designs user experiences. After a decade as art director for the Guardian newspaper, he then captained the development and design of its-award winning iPhone news app. He is currently lead UX designer for Shazam, and intends sharing his learnings of transition from print to digital – transferable skills, processes, debates around UI – realism versus Flatland. At the core his presentation will focus on the centrality of the user.

Elizabeth de Stadler – senior associate at Esselaar Attorneys
She is probably the only attorney in Cape Town that wears jeans and T-shirts to client meetings. Her daily involvement with regulatory compliance, focused on consumer law and plain language drafting, enables her to reveal the intricacies of the new Protection of Personal Information (POPI) legislation and what it means for everyone involved with data-collection.

Talia Sanhewe – MC
Talia is an award-winning reporter, presenter and managing director of an innovative television production, media and digital publishing company. She is the perfect MC/host and narrator for our two days of in-depth conversation.

The full conference agenda is available on the website.

Taking place on the 25th and 26th February 2013 at the Fugard Theatre in Cape Town, Content2013 communication channels are:
Twitter: @Content_2013.

The event takes place at Athol Fugard Theatre is on the corner of Caledon and Harrington Street,Cape Town. Book your ticket now.


Tickets : R4 850
Group discount for 5 or more: R4 450 per ticket
For every 5 tickets you book, you have the opportunity to add a junior team member for just R2 425.




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