Key Takeaways from Content Reimagined: The Future of Content

Key Takeaways From Content Reimagined: The Future of Content#Content14 – Event Website

July 24th, 2014

Opening Keynote: Sarah DaVanzo Chief Cultural Strategy Officer, sparks & honey

• We’re trying to understand that fast-paced world around us – Help your audience fixate on your story by slowing things down

• Keep up with the culture of the world, make sure your content is relevant

• Generation Z thinks in 3D; they expect that in the content they consume

Opening Keynote: Sarah DaVanzo Chief Cultural Strategy Officer, sparks & honey

• To resonate with Gen Z, think out of the box: keep your content short, visual and stimulating. Think “snackable bursts”

• Pivot: be very nimble, always ready to adapt

Content Marketing: The Next WavePanel moderated by Lori Greene, Senior Partner, Director of Content, Maxus

Panelists• Michael Brenner, Head of

Strategy, NewsCred

• Georgia Galanoudis, Managing Director New Business Development, MXM

• Tomas Kellner, Managing Editor of GE Reports, GE

• John von Brachel, Senior Vice President and Director of Thought Leadership Integration, Bank of America

Content Marketing: The Next Wave

• Having a protagonist is a key ingredient in a story; you need to provide a human face for your audience to connect with

• Make the audience the hero, take the brand out of the story

• Be honest, credible and truthful: tell the good stories with the bad to gain credibility

Intersection of Technology and CreativityAndy Seibert, Chairman, The Content Council, Managing Partner, ImprintTheresa DiMasi, Editor-in-Chief, Weight Watchers

• Content is the thread that weaves through everything. It’s the currency of engagement

• Define your voice, tailor to resonate with your audience

• Get your brand on newsstands; it opens up the brand and generates awareness

• Break the yolk; life is messy and imperfect. Be real about your content

How Technology is Shaping the Future of ContentPanel Moderated by Samantha Murphy Kelly, Senior Tech Correspondent, Mashable

Panelists• Brad Alperin, VP of Strategy,

360i

• Lisa Hu, VP, Business Development, Blippar

• Maya Mikhailov, Executive Vice President and Co-Founder, GPShopper

How Technology is Shaping the Future of Content

• Expectations and behaviors have shifted because of technology; we want what we want when we want it

• Smartphones are starting to rival TV minutes, changing how and where people consume information

• Leverage what consumers want to share. Find interesting ways to connect people’s natural impulses to your brand message

How Technology is Shaping the Future of Content

• Anything invented before you were born is natural, invented in your teens is new and exciting, invented after you’re 35 is unnatural

• Whether there are downsides or not, the technological revolution is happening. You can’t stop the future, so embrace it

Closing Keynote: Nico AbbruzzesseDirector of Creative Technology, Metalworks by Maxus

• Content should be created as an experience to connect with the whole human being, the greatest sensors there are

• Your future audience has a short attention span (like that of a goldfish), they’re egocentric (consider the selfie) and crave immediate satisfaction

• Consumers don’t want to be impressed by content, they want to use it to express themselves

Closing Keynote: Nico AbbruzzesseDirector of Creative Technology, Metalworks by Maxus

• Your story doesn’t have to be about something your brand does, it can be about something your brand is invested in

• In great content, the story is so great that people want to own it, share it and pass it along

• If the story you create is designed to be experienced, it starts to be lived and continuously shared

See You at the 2014 Pearl Awards!#Pearls14 – Pearls Website

November 11th, 2014