Why Brand Content is Like Waste (and That’s Good)

Date TBA


José Simián


We live in a world of brand content overload—but as marketers and strategists we keep thinking about its purpose and value in the same way. In order to get a new perspective on B2B/B2C content and imagine possible afterlifes for it, we need to look into economics and other disciplines, even taking a cue from garbage and waste markets, objects assumed to have no further economic use or property value.

By comparing content to garbage in this presentation, we’ll explain why marketers need to stop measuring content value only through KPIs and production cost, and see it as a real commodity - something that can actually have a price tag on, that adds measurable value to the Internet, and that could theoretically be traded in a secondary market.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

Primary Entry: Platinum Badge, Interactive Badge
Secondary Entry: Music Badge, Film Badge
Format: Short Form
Event Type: Session