Content Is King, But Expertise Rules
Monday, March 16
12:30PM - 1:30PM
Hyatt Regency Austin
Texas Ballroom 4-7
208 Barton Springs Rd
Content dominates not just the current advertising landscape, but the entire online space. The Web is the great equalizer, allowing anyone with an idea to contribute. With so much opportunity for participation, how can brands ensure that users not only come for the content, but stick around for the conversation.
The answer is simple: Expertise.
Sure, anyone with an opinion can contribute to a discussion, but today’s media savvy consumers are spoiled for choice and can quickly tell who has the authority to back up what they’re saying - and which emperors have no clothes.
Neil Vogel, CEO of About.com - one of the largest digital publishers of expert content - will share his view of the consumer landscape, shaped by the lens of nearly 1,000 trusted About.com experts writing on topics like health and money, food and home. He’ll discuss what it takes for brands to build lasting relationships with consumers and to truly prosper as trustworthy, authentic content sources.
Jay covers startup companies for top industry site TechCrunch. He’s written for the TechCrunch since 2009 and has also been published in CrunchGear, MobileCrunch, Mobile Marketer and consulted by T...Show the rest
Jay covers startup companies for top industry site TechCrunch. He’s written for the TechCrunch since 2009 and has also been published in CrunchGear, MobileCrunch, Mobile Marketer and consulted by The Sacramento Bee. Jay is also Associate Director of Strategy at Resource/Ammirati, where he leads both Innovation and UX strategy projects.Hide the rest
Neil Vogel is CEO of About.com (an IAC Company), one of the largest sites on the Internet that helps millions of people discover, learn about, and be inspired by topics ranging from parenting and h...Show the rest
Neil Vogel is CEO of About.com (an IAC Company), one of the largest sites on the Internet that helps millions of people discover, learn about, and be inspired by topics ranging from parenting and healthcare to cooking to travel. Neil also serves Chairman of the Board of Recognition Media, which he co-found in 2004 and served as CEO through 2012. Recognition Media owns and produces awards shows and media properties including the Webby Awards, Internet Week, the Netted.net daily email, and The Telly Awards. Neil is also a Venture Partner at FirstMark Capital.
Prior to Recognition Media, Neil served as Chief Corporate Development Officer at Alloy Media + Marketing and Vice President in the Investment Banking group at Ladenburg, Thalmann & Co.
Neil received a B.S. in Finance from the Wharton School of Business at the University of Pennsylvania.Hide the rest