The document summarizes the 4th POMP FORUM on content marketing in Slovenia. The one-day event will include presentations from international and Slovenian experts, workshops, and an awards ceremony for the best content marketing projects. Speakers will discuss the role of storytelling in content marketing and how organizations can create and share relevant stories to engage audiences. The forum aims to advance understanding of content marketing as a strategic communication approach.

1. Welcome to
the 4th POMP FORUM

2. Primož & Igor
P & I

3. 1. Professional conference
about Content Marketing
2. International event
3. Traditional event
4. Special awards ceremony
5. Forum – Place for discussion
What is POMP FORUM?

4. What will be happening today?
5 3international
guests
slovenian
experts
1 special guest
Frank
Rose
Rainer Burkhardt
Clemens
Koob
Kitty
Finstad
Nenad Senić
Branko Čakarmiš
Primož Inkret
& Igor Savič
Paul
Kurzeja

5. 6 Categories
• The best print magazine
• The best internal
communications media
• The best annual report
• The best digital media
• The best application
• The best social media
communication
2 Special
awards
• Special achievements
award
• Content Marketing –
The project of the year
Committee:
• Primož Inkret,
PM, poslovni mediji
• Tanja Kavran,
Društvo za marketing
Slovenije
• Katja Kek, Mercator
• Domen Savič, Ekipa2
• Nenad Senić, Disput
(the committee president)
• Janko Zrim, Tehnis
• Ali Žerdin, urednik
Sobotne priloge
POMP Awards

6. Timetable
2 presentations
Frank Rose 10:00 - 10:50
Rainer Burkhardt 10:50 - 11:20
3 presentations/
workshops
Paul Kurzeja 14:10 - 15:00
Nenad Senič 15:00 - 15:30
Primož Inkret 15:30 - 16:00
Branko Čakarmiš 16:00 - 16:30
2 presentations
Kitty Finstad 11:40 - 12:30
Clemens Koob 12:30 - 13:30
Break
11:20 - 11:40
CM Coctail party &
Awards ceremony
16:30 - 17:15
Lunch break
13:30 - 14:10
Reception with music
17:15 - ....
Exhibition of competition entries & book sale

7. Play
the content!

8. POMP FORUM BAND will be with us at the cocktail,
the awards ceremony and at the closing party.
We did play the content!

9. POMP FORUM BAND will be with us at the cocktail,
the awards ceremony and at the closing party.
We did play the content!

10. Content Marketing is
more and more convincing
(new) world paradigm in
companies’ communication
with clients and other
shareholders.

11. What Content
Marketing is NOT:
• Not just a part of traditional marketing
• Not just a story of coporate media
• Not a buzz word
• Not….

12. What Content
Marketing IS:
Complete strategic and
practically useful answer to:
• Problems of organisations, which wish to
communicate efficiently with their clients and
other shareholders
• Changes in communication environment
• Changes in the buyers’way of thinking and acting

13. Various approaches
to understanding
Content Marketing
The stress is on:
• Content production
(what contents is, how to prepare it..)
• Content distribution
(how to distribute contents to
users…)
• Content usability
(what sort of content do users need..)
• Creating and managing contacts
(searching for leads, building
relations)
• Technological possibilities and
opportunities
(web&digital&social)
• Own media production:
Creating own communication
infrastructure
• Use of“earned”media
(understanding the social and interest
networks...)
• CM as strategic communication
approach
(guiding the fundamental
communication turn)
• Organisational approach
(Necessity of internal changes in
companies ...)

14. The stories are
in the core of Content Marketing
Content Marketing
& storytelling

15. The world around us
is made of stories.

16. More then 60% of
communication time among
us is composed of telling
& listening to stories.
60%

17. Stories are a
psychological tool
which enable the
comprehension of
the world around
us and enable us
suitable reactions.

18. Stories are
like flight
simulators.

19. Be careful how you
interpret the world;
it really is like that.
(Erich Heller, britanski filozof)

20. If the stories are so important
part of the communication
world around us and people
create their opinions and
actions based on them...
What does this mean
for the organisations?

21. Conclusion is clear:
Organisations, companies MUST
tell stories (about themselves)!

22. If they don’t……
the stories about
them will be told
by others!

23. Each of us has an experience
what happens, when our
stories are told by others:
• Competitors
• Envious people
• Ignorants
• ….

24. But, here the story
about the stories
only begins ...

25. What is a good, interesting,
useful, attractive story?
How can we made it? How
can we transfer it to the
listener?
Where exactly are its
potential audience?....

26. Are mere data,
slogans, adds, PR
messages, numbers ….
already stories ?

27. Is this a story?
Discount
15%

28. 5
important
messages

29. 1.
Stories don’t exist
Stories need
to be created!

30. Story about stories
• When does data become a
story (emotions, a hero, action,
consequences…)
• How to find stories? Where are they?
Do we have them?
• Inner rules of stories? (dramaturgy)
• Stories can: be told, sung, drawn,
photographed, recorded…

31. 2.
Storytelling is not enough
We need
storydoing.

32. 3.
Stories should be relevant to
the listeners first.
• Who would listen to our story and why?
• Not what we do, but why we do that!
• To people, the stories which matter
are the ones which consider!
(The blind spot of traditional marketing -
stories are just adds told in a different way.)

33. 4.
Stories do not live by
themselves.
• They become alive only within the media,
which connects the one who tells the story
and the one who listens.
• The key element of the story is its context.

34. 5.
The essence of
each story is
The relationship

35. 1. Understanding of (basic &new) rules of
production and story distribution
2. Understanding & managing of existing and
creating (new) own media
3. Focusing on“the listener”(user, buyer,
potencial buyer, partner…)
3 Q FOR SUCESS

36. 1. Can we do content marketing it the same
way we’ve been doing marketing so far?
2. What new knowledge do we need? Who are
those who know a lot about stories?
3. Is there a need for change of communication
processes in side organisations?
3 Q FOR
ORGANISATIONS

37. CM is the fire but the
stories are the fuel

38. Igor Savič
Managing Director
PM, poslovni mediji
Twitter: @savicigor
igor.savic@p-m.si
Primož Inkret, MBA
Executive Director
PM, poslovni mediji
Twitter: @pinkret
primoz.inkret@p-m.si