“Meaningful Dialogue”: a public talk on content marketing in Almaty

Starting point

In Almaty, content marketing was discussed mainly in terms of formats and reach, not meaning and business objectives.

What we learned about the audience

Clients, agencies and media lacked a shared platform where they could calmly discuss why a brand needs content.

Task

Hold our own offline event for clients, partners, agencies and specialists and talk openly about content marketing.

Solution

1. 01

   A public talk at Art Lane, May 2024

2. 02

   Speaker: Anton Yarosh, founder of TELLER and TELLER Kazakhstan, co-founder of the media outlet “Batenka, da vy transformer”, the publishing house “Mamihlapinatana” and “Nosorog” magazine

3. 03

   Topics: the philosophy of content marketing, working with meaning rather than just formats, media in the age of algorithms and AI

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Result

• Who cameclients, partners, agencies and market specialists
• Outcomean open conversation about content marketing and new connections within Almaty's professional community

What worked

1. The agency's own event rather than taking part in someone else's conference.
2. One strong speaker with extensive experience in media and publishing.
3. A conversation about meaning, AI and algorithms instead of a review of tools.

Team

• Anton YaroshGeneral director
• Maxim FetisovCEO
• Ekaterina LoganovaArt director
• Ainur NaurbekovaProducer