Content is not just a marketing tactic. It may not even be a branding strategy. It is at heart a corporate policy to inform and lead the market you serve. Consumer brands have always had stories to tell and useful information to share. Content Marketing is as old as advertising itself. But in the last decade digital channels turned all brands into publishers by providing a more direct channel to a generation of consumers increasingly immune to the usual ad pitch. Content Marketing is not just about telling longer bigger brand stories. At the first Content Marketing Summit MediaPost explores how brands are using storytelling to add value to consumers' lives and provide real service.
The Summit will bring together brands, agencies and publishers that are reinventing an age old model via new digital opportunities. We will explore how a content plan informs and fits within the larger brand strategy. Who owns and manages the process across the marketer/agency/media supply chain? Newsrooms for brands are all the rage, but who really needs them and who should run them? Is so-called "native advertising" just a form of Content Marketing, or even an effective distribution vehicle for it?