Festival Schedule

BEfest – The Festival of Content Marketing and Brand Entertainment

Covering video content, digital, websites, native advertising, brand journalism, white papers, branded entertainment, custom magazines, BEfest is the major event where practitioners share best practice in how to develop strategies, create great content, conquer distribution and measure the results. The conference will once again also showcase the world’s best branded entertainment.

Who should attend: Marketers; creative agencies; content marketing agencies; media companies; TV networks, production companies; media agencies; PR and communications professionals.

Wednesday 8 and Thursday 9 October | Luna Park, Milsons Point, Sydney.

Networking Forum
8 October
Formal appointment-based networking (2-5.pm), followed by drinks reception (5-6pm)

9 October, 8am - 6pm

BEfest Awards:

9 October, 6pm onwards

For speaker or content submissions please contact tim@focalattractions.com.au

Draft program:


Speaker and topic to be announced soon

The idea pitch

Content marketing experts from a variety of disciplines offer strategic solutions to the same tough marketing brief – live on stage.

Who will the audience decide has cracked the brief?

Participants to be announced soon


Developing content marketing strategy in the real world

Rather than rushing into content marketing simply because it’s fashionable, this panel offers pointers on how to develop a sensible content marketing strategy tailored to a particular brand.

This session will offer pointers on what a brief should cover, questions to ask, and how to assess whether your strategy makes sense

Participants to be announced soon

The world’s best branded entertainment

For the third year running, this inspiring session rounds up the best in branded entertainment from across Australia, Asia and the rest of the world.

Presenter to be announced soon

How to execute your content marketing plan

Developing a content marketing strategy is one thing – executing it is another.

Our panel shares advice and experiences on how to deliver on strategy, regardless what form the content marketing may take. What budgets and resources are realistic? Once you’ve started, how do you build a plan – and content diary – that will continue to work going forward?

Participants to be announced soon

How not to be naive about native 

Native advertising has been one of the most talked about marketing topics of the last 12 months. Featuring real local examples, hear from practitioners about what works for brands and how to avoid the pitfalls


The least understood – and arguably most important -element of any content marketing strategy is distribution.

How will you get your brand-created video, niche focused site or white paper in front of the right audience. Our panel discusses the paid element of distribution, how to budget effectively and who is best placed to do the work.

Participants to be announced soon

Case studies: Brands beyond advertising

Brands that have previously invested heavily in above the line advertising are discovering they can amplify their messages beyond the 30 second spot through branded entertainment.

Our panel share real case studies, with real numbers about what works.

Participants to be announced soon

Session to be announced soon

How to be a thought leader

Content marketing offers a huge opportunity for brands and individuals to position themselves as leaders and experts in their field.

This session explores methods of developing a thought-leading positioning – including through webinars, podcasts, brand journalism and white papers.

Individuals succeeding in all of these approaches will share the secrets of how to do it yourself

Participants to be announced soon


The increased investment in content marketing means that marketers are increasingly being expected to stop acting on hunches and start demonstrating the effectiveness of their campaigns.

When it comes to content marketing, what are the metrics that matter?

Our panellists explore questions around how to measure engagement, what ROI on content marketing really looks like and how to link content marketing to actual sales results.

Participants to be announced soon


Making brand integration work on television

How do you integrate brands into existing television vehicles – particularly in prime-time?

What does a brand look for – and how does a creator ensure that the content doesn’t turn off the audience.

TV practitioners from major networks share their advice on how to make it work for both brands and viewers.

Participants to be announced soon.


Question Time

In the final session of the day, a panel of four players in the content marketing world debate key topics raised across the day, and tackle questions from the audience.

Participants to be announced soon

Moderator: BEfest curator Tim Burrowes

Followed by the third annual BEfest Awards for content marketing and branded entertainment