Make your online corporate content work harder

Make your online corporate content work harder
Event on 2013-02-06 08:00:00

Content marketing is sure to remain one of the buzzwords throughout 2013. Bowen Craggs, experts in global online comms, have teamed up with Swedish search strategists Search Integration to present this invitation-only event. It will feature 4 topics helping you to ensure that you have the right content, for the right audiences, in the right language – and how to use analytics to measure your success. 

AGENDA (see full topics below)

08.00 – 08.30 Registration, refreshments, networking

08.30 – 09.15 Benedikte Larsen, Communications Manager, Novo Nordisk A/S – Online editorial strategy covering both web and social channels

09.15 – 10.00 Dan Drury, Managing Director, Bowen Craggs & Co.

Discoveries from the Web Effectiveness Network – using data to win internal battles and serve your online audiences more effectively

10.00 – 10.30 Refreshment break

10.30 – 11.15 Sara Andersson, Founder, Search Integration

Enterprise & multilingual search marketing – Overcome the challenges

11.15 – 12.00 Brian Clifton, Author & CEO, Advanced Web Metrics

Universal Analytics, Google and How the Hell Do We Use All this Data…?

12.00 – 13.00 Lunch 


TOPICS – what content goes on which platform, how and who is responsible?

A few years ago Novo Nordisk had only a few external media platforms: we would post a story on, broadcast it to the stock exchanges, send it to the media and/or pitch the story directly to individual journalists.

But with more social media initiatives and apps being added to our global portfolio of corporate online communication, things are changing. We now also have a corporate Facebook page, a TBL Twitter and a coming YouTube channel. Graduates are posting stories about their jobs on the graduate blog, projects managers launch videos on YouTube and our customers are talking about us on their community sites. This richness of media has left us with some challenges to solve:

  • Through which platforms should our messages and stories be delivered (where could we be versus where do we want to be)?
  • How do we in a systematic way identify the right messages, create the content and ensure the content is conveyed to the right receivers?
  • Who is responsible for driving (finding, creating and publishing) content to which platform?
  • How do we measure the impact of our CorpCom content in order to further maximise it online?

Discoveries from the Web Effectiveness Network:using data to win internal battles and serve your online audiences more effectively

Nearly half of corporate website visitors either partly or completely fail to achieve the goal of their visit, according to our surveys. Dan Drury, Director of Bowen Craggs, will draw on data gathered from tens of thousands of corporate web visitors and a unique set of web analytics benchmarking data from members of the Web Effectiveness Network to answer the following questions: What are visitors looking for? Why do so many visits end in failure? Do website visits change brand perceptions? How does your organization’s web and social traffic compare to peers?

Universal Analytics, Google and How the Hell Do We Use All this Data…?

Big Data is nothing new, but now it's a lot easier for even a small companies to amass it. From Google's latest announcements, the data collection funnel is getting even wider with their Universal Analytics intended to be an open framework to track everything i.e. not just websites. Brian, who has worked at Google, written books about Google Analytics and recently attended the GA Summit, talks about these latest developments and their use, including: Universal Analytics, CRM integration, offline tracking, cost data import, dimension widening and no doubt a few others. The latest and greatest from the biggest data accumulator of them all.

Enterprise & multilingual search marketing – Overcome the challenges

Working with international search involves a complexity and demands a structure that scales over many markets, languages and plattforms. People search differently in different markets, search patterns vary, we have different ways of expressing ourselves and some languages uses english keywords in combination with the local language. 

On top of this every country deals with their own challenges in terms of  clients social media behavior and reputation management that affects the overall performance and rankings in the search engines and in the end the ability to attract the clients. In this session we clarify how to manage and what to be aware of to deliver international search performance. 


Search Integration Sweden AB consists of a team of 11 highly educated and globally experienced search strategists. We have expertise in all areas of search marketing; SEO, paid search marketing, social search, image search, affiliate marketing, catalogues and more.


Since the doors opened in 1863, Berns has been an oasis for curious cosmopolitans. By constantly cutting edge and challenge convention we have been the Stockholmers’ own living room for over a century. World famous stars mix with up-and-coming artists, sophisticated businessmen and the trendy media people.

at Berzelii staty, Berzelii Park
Berzelii Park
Stockholm, Sweden

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