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Michael Brenner
NewsCred ndash Head of Strategy
BrennerMichael
Creativity Technology and The
Future of Storytelling
and some fun
ThinkContent 2014 Recap
The world has changed Most marketing sucks
Attract your audience through stories people love
of millennials said that a compelling
advertisement would make them
trust a brand more 1ForbesElite Daily study Jan 2015
6
The Promise of Content Marketing
VERSUS BUYING IT
TO EARN YOUR AUDIENCE
The ones who are crazy enough to think
that they can change the world are the
ones who do
rdquo
ldquo
Steve Jobs
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
We need to stop interrupting
what people are interested in and be
what people are interested in
Craig Davisrdquo
ldquo
Content Marketing is all the marketing
thatrsquos left
Seth Godin 2008rdquo
ldquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
17
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Our Natural Instinct
ContentMarketing
WhatBrands
Produce
WhatCustomers
Want
Charity
Joe Pulizzi
ldquoDonrsquot build your house on rented landrdquo
- Publish On Your Own Content Hub -
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich MateschitzFounder + CEO Red Bull
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
ThinkContent 2014 Recap
The world has changed Most marketing sucks
Attract your audience through stories people love
of millennials said that a compelling
advertisement would make them
trust a brand more 1ForbesElite Daily study Jan 2015
6
The Promise of Content Marketing
VERSUS BUYING IT
TO EARN YOUR AUDIENCE
The ones who are crazy enough to think
that they can change the world are the
ones who do
rdquo
ldquo
Steve Jobs
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
We need to stop interrupting
what people are interested in and be
what people are interested in
Craig Davisrdquo
ldquo
Content Marketing is all the marketing
thatrsquos left
Seth Godin 2008rdquo
ldquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
17
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Our Natural Instinct
ContentMarketing
WhatBrands
Produce
WhatCustomers
Want
Charity
Joe Pulizzi
ldquoDonrsquot build your house on rented landrdquo
- Publish On Your Own Content Hub -
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich MateschitzFounder + CEO Red Bull
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
of millennials said that a compelling
advertisement would make them
trust a brand more 1ForbesElite Daily study Jan 2015
6
The Promise of Content Marketing
VERSUS BUYING IT
TO EARN YOUR AUDIENCE
The ones who are crazy enough to think
that they can change the world are the
ones who do
rdquo
ldquo
Steve Jobs
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
We need to stop interrupting
what people are interested in and be
what people are interested in
Craig Davisrdquo
ldquo
Content Marketing is all the marketing
thatrsquos left
Seth Godin 2008rdquo
ldquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
17
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Our Natural Instinct
ContentMarketing
WhatBrands
Produce
WhatCustomers
Want
Charity
Joe Pulizzi
ldquoDonrsquot build your house on rented landrdquo
- Publish On Your Own Content Hub -
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich MateschitzFounder + CEO Red Bull
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
6
The Promise of Content Marketing
VERSUS BUYING IT
TO EARN YOUR AUDIENCE
The ones who are crazy enough to think
that they can change the world are the
ones who do
rdquo
ldquo
Steve Jobs
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
We need to stop interrupting
what people are interested in and be
what people are interested in
Craig Davisrdquo
ldquo
Content Marketing is all the marketing
thatrsquos left
Seth Godin 2008rdquo
ldquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
17
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Our Natural Instinct
ContentMarketing
WhatBrands
Produce
WhatCustomers
Want
Charity
Joe Pulizzi
ldquoDonrsquot build your house on rented landrdquo
- Publish On Your Own Content Hub -
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich MateschitzFounder + CEO Red Bull
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
The Promise of Content Marketing
VERSUS BUYING IT
TO EARN YOUR AUDIENCE
The ones who are crazy enough to think
that they can change the world are the
ones who do
rdquo
ldquo
Steve Jobs
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
We need to stop interrupting
what people are interested in and be
what people are interested in
Craig Davisrdquo
ldquo
Content Marketing is all the marketing
thatrsquos left
Seth Godin 2008rdquo
ldquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
17
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Our Natural Instinct
ContentMarketing
WhatBrands
Produce
WhatCustomers
Want
Charity
Joe Pulizzi
ldquoDonrsquot build your house on rented landrdquo
- Publish On Your Own Content Hub -
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich MateschitzFounder + CEO Red Bull
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
The ones who are crazy enough to think
that they can change the world are the
ones who do
rdquo
ldquo
Steve Jobs
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
We need to stop interrupting
what people are interested in and be
what people are interested in
Craig Davisrdquo
ldquo
Content Marketing is all the marketing
thatrsquos left
Seth Godin 2008rdquo
ldquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
17
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Our Natural Instinct
ContentMarketing
WhatBrands
Produce
WhatCustomers
Want
Charity
Joe Pulizzi
ldquoDonrsquot build your house on rented landrdquo
- Publish On Your Own Content Hub -
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich MateschitzFounder + CEO Red Bull
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
If you give a good idea to a
mediocre team they will
screw it up
If you give a mediocre idea to
a brilliant team they will either
fix it or throw it away and
come up with something
better
rdquo
ldquo
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
We need to stop interrupting
what people are interested in and be
what people are interested in
Craig Davisrdquo
ldquo
Content Marketing is all the marketing
thatrsquos left
Seth Godin 2008rdquo
ldquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
17
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Our Natural Instinct
ContentMarketing
WhatBrands
Produce
WhatCustomers
Want
Charity
Joe Pulizzi
ldquoDonrsquot build your house on rented landrdquo
- Publish On Your Own Content Hub -
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich MateschitzFounder + CEO Red Bull
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
Behind every piece
of bad content
is an executive
who asked for it
TWEET THIS
We need to stop interrupting
what people are interested in and be
what people are interested in
Craig Davisrdquo
ldquo
Content Marketing is all the marketing
thatrsquos left
Seth Godin 2008rdquo
ldquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
17
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Our Natural Instinct
ContentMarketing
WhatBrands
Produce
WhatCustomers
Want
Charity
Joe Pulizzi
ldquoDonrsquot build your house on rented landrdquo
- Publish On Your Own Content Hub -
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich MateschitzFounder + CEO Red Bull
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
We need to stop interrupting
what people are interested in and be
what people are interested in
Craig Davisrdquo
ldquo
Content Marketing is all the marketing
thatrsquos left
Seth Godin 2008rdquo
ldquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
17
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Our Natural Instinct
ContentMarketing
WhatBrands
Produce
WhatCustomers
Want
Charity
Joe Pulizzi
ldquoDonrsquot build your house on rented landrdquo
- Publish On Your Own Content Hub -
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich MateschitzFounder + CEO Red Bull
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
Content Marketing is all the marketing
thatrsquos left
Seth Godin 2008rdquo
ldquo
How brands can become consumed with their
story not their customers
Unique Point of View Trap
17
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Our Natural Instinct
ContentMarketing
WhatBrands
Produce
WhatCustomers
Want
Charity
Joe Pulizzi
ldquoDonrsquot build your house on rented landrdquo
- Publish On Your Own Content Hub -
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich MateschitzFounder + CEO Red Bull
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
How brands can become consumed with their
story not their customers
Unique Point of View Trap
17
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Our Natural Instinct
ContentMarketing
WhatBrands
Produce
WhatCustomers
Want
Charity
Joe Pulizzi
ldquoDonrsquot build your house on rented landrdquo
- Publish On Your Own Content Hub -
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich MateschitzFounder + CEO Red Bull
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
17
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Our Natural Instinct
ContentMarketing
WhatBrands
Produce
WhatCustomers
Want
Charity
Joe Pulizzi
ldquoDonrsquot build your house on rented landrdquo
- Publish On Your Own Content Hub -
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich MateschitzFounder + CEO Red Bull
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
Ann Handley ldquoTake your brand out of the story
Make your customers the herordquo
Our Natural Instinct
ContentMarketing
WhatBrands
Produce
WhatCustomers
Want
Charity
Joe Pulizzi
ldquoDonrsquot build your house on rented landrdquo
- Publish On Your Own Content Hub -
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich MateschitzFounder + CEO Red Bull
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
Joe Pulizzi
ldquoDonrsquot build your house on rented landrdquo
- Publish On Your Own Content Hub -
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich MateschitzFounder + CEO Red Bull
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
Brands need to take the phrase
lsquoacting like a publisherrsquo literally
rdquo
ldquo
Dietrich MateschitzFounder + CEO Red Bull
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
The Future of Content Marketing is
PROVEN ROI
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
Content Marketing ROI is 4X our
traditional marketing spend
rdquo
ldquo
Julie FleischerSr Director Kraft Foods
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
We shifted investment from
advertising to content marketing so
we could
shout louder than we spend
Beth ComstockCMO GE
rdquo
ldquo
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
The Future of Content Marketing is
VISUAL
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
27
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
The Future of Content Marketing is
FUN
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
29
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
The Future of Content Marketing is
FUNNY
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
The Future of Content Marketing is
ENTERTAINING
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
Examples of Brand Entertainment
Your audience wants stories
Will you give it to them
BrennerMichael
Your audience wants stories
Will you give it to them
BrennerMichael
