Content marketing: Paid, Owned and Earned media; striving for virality

In this workshop, you will learn what role content plays in a customer’s life, the POEM framework, the 3H  framework, how to manage content marketing strategies, and more.


In this inspiring and interactive workshop, you will learn how to:

  • Apply new methods of planning and managing content marketing strategies.
  • Recognize the need for alignment between the customer, the content and the channel.
  • Define the role and purpose of content marketing collateral.
  • Identify opportunities for enduring competitive advantage through remarkable content.
Digital Marketing Consultant and Lecturer

Helen is a digital marketing, innovation and transformation professional working as a consultant and lecturer in both the higher education and the commercial sector. Passionate about helping others to develop world-class digital skills, she has been involved as a tutor/facilitator and lecturer for leading business schools through Eruditus and Emeritus including The Indian Business School; India Institute of Management; The London Business School and the Singapore Management University and with private learning providers such as Squared Online (Google’s digital academy), and the Cambridge Education Group.

Also currently working as a digital transformation specialist with HSBC and The Multiple Sclerosis Society. Previously, she worked in senior marketing roles for some iconic brands including United Biscuits, Royal Philips and Clarks International where she pioneered some of the first digital marketing innovations such as brand-based virtual and augmented reality apps.

She has a master’s degree from Bristol Business School; a Post Graduate Certificate in Marketing and the Chartered Institute of Marketing’s PG Diploma. She’s a customer-first advocate, believing that brands can only deliver remarkable value to the consumer through digital and innovation excellence.

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