The iMedia Content Summit in Huntington Beach, California (a terrible place, really… don’t you pity the attendees?) features speakers from leading brands, publishers and agencies. A few notable takeaways from the event so far include:
1. Effective content is emotional.
Brands know their stories need to be engaging and relevant, but they often forget about the importance of emotional connectivity, explained Christopher Cox, senior manager of global digital marketing for The Hershey Company. The point was reaffirmed by the Intel/Sharethrough case study on creating and distributing meaningful content, which examined the successful and poignant “Intel for Change” campaign.
2. “Digital marketing is dead.”
Well, not exactly, but as Procter & Gamble’s Global Brand Building Officer Marc Pritchard famously explained in an article for Business Insider, and as Cox reminded us in his keynote presentation, it’s still just marketing. Don’t be distracted by shiny objects, be it the latest social media platform or the newest Silicon Valley start-up. Focus on the marketing basics. Know your audience, and know what you want that audience to do.
3. Don’t be afraid of user-generated content.
Your fans can be your biggest evangelists. Encourage their candid discussions and work... Read more