FT Live

Content marketing workshop with FT Live

BRIEF

FT Live is the global events arm of the Financial Times. Following our roundtable lunch on content marketing, the team at FT Live approached us to host a content workshop with their marketing team. We were tasked with presenting and delivering an interactive workshop, which would encourage their 15-strong marketing team to create an omni-channel strategy and use content in a more effective way to build better relationships with their customers.

CHALLENGE

As part of the Financial Times, the brand already had a distinctive, credible and compelling proposition within the marketplace. However, the FT Live team wanted to explore their unique identity and social presence, and look at new content marketing tools and techniques they could use to reach and engage with their audience.  

The brand promotes live events and creates conversation around niche topics. With such a diverse portfolio of events (covering topics such as banking and commodities to engineering and environment), the team’s challenge was creating content that would appeal to multiple audiences.

Our immersive workshop included a number of individual and group tasks and activities, designed to get everyone thinking about the brand’s point of difference, and their customers’ wants, needs and motivations. We explored: brand identity, tone of voice, buyer personas, social media marketing, and creative applications across multiple digital channels (covering everything from video and infographics to email marketing and long-form blog posts).

After the workshop we supplied the team with our findings and key takeaways from the day, which has enabled them to streamline their social media marketing activity and develop a strategic content calendar that focuses on the right message, on the right channel at the right time.

RESULTS

“The team thoroughly enjoyed the session and felt that they got a lot out of it. It gave us the foundations to be able to move forward. I felt it was well delivered, engaging and at the right pace.”

Aneliese Hirst, Head of Marketing at Financial Times Live