Successful kick-off with over 200 visitors

"Content marketing aims to pick up the people being courted with the best and most relevant content instead of interrupting them with the loudest voice," says Roger Baur, Managing Director of IAB Switzerland. "And with the Content Marketing Day, we wanted to create a platform where we can discuss the status quo and the most relevant trends for the Swiss industry." The top-class conference offered know-how transfer and direct exchange with national and international experts, and the Content Marketing Day was opened by Andreas Fischer-Appelt, founder and CEO of fischerAppelt. He held the opening keynote and showed what influence media usage behavior has on content marketing and what implications this has for marketing.

The key to successful influencer marketing

Tanja Mehler, Marketing Manager, Lifestyle Brands at Olympus Europe, provided insights into the Olympus strategy, which promotes collaboration with influencers. She outlined the key to successful influencer marketing: passion and enthusiasm, curiosity with a certain amount of consistency and building a community that carries the brand's values to the outside world and turns the product into a lifestyle gadget.Tom Schwarz, Managing Director at SevenOne AdFactory, used real customer cases to demonstrate what is important in content marketing, from moving images and branded entertainment to content-driven formats and social media flanking.

Fooby as an example of a holistic experience

In addition, Vanessa Finzer, Head of Advertising at Coop, presented a very successful Swiss content case on stage: FOOBY. Fooby has already won seven awards within a year of its launch, three of them at international level. With FOOBY, Coop aims to offer its customers throughout Switzerland a unique and holistic food experience, relying on high-quality content and collaborations with bloggers, chefs and other platforms, among other things.Bernhard Brechbühl, Chief Content Officer of Energy Group Switzerland, concluded the presentation on stage. He presented Ringier's latest content project: izzy, Switzerland's new social media magazine.