Are Brands Sabotaging Their Own Content?
Saturday, March 14
3:30PM - 4:30PM
Hyatt Regency Austin
Hill Country ABCD
208 Barton Springs Rd
A successful content marketer is both artist and mediator. It's his or her job to create and defend a winning idea that delivers value for the reader and the brand. But anyone involved in this space is well aware of the “too many cooks” metaphor – an overabundance of ideas, options and voices will pollute even the most brilliant execution. Since branded content is inherently multi-led, how can you co-create without publishing a muddled product?
In a kitchen with 2-3 executive chefs how do you stop brands from sabotaging their own content? The answer lies in developing a highly disciplined, collaborative process that manages expectations and goals across the process chain from brand all the way to content creator. But we won't lie -- it's hard. Very hard. Our panel will consist of content marketers from brand, agency and publisher teams that are leaders in the space, and thus able to speak to best practices for creative collaboration and co-creation.
Program Architect/Content Studio
Emily has been working in content marketing for most of her career; notably as a Director of Content Strategy at Federated Media, creating and executing large-scale content marketing programs like ...Show the rest
Emily has been working in content marketing for most of her career; notably as a Director of Content Strategy at Federated Media, creating and executing large-scale content marketing programs like American Express OPEN Forum. She has recently joined the ranks of Team Detroit as the Program Architect for the in-house content team, the Content Studio.Hide the rest