Show Notes: Branded Content Publishing Highlighted at 2013 Content Strategy Exchange
The Custom Content Council (CCC) held its 2013 Content Strategy Exchange in New York City on July 17, bringing together innovators and thought leaders in custom publishing and branded content. With an emphasis on networking and the exchange of ideas, attendees had a chance to interact with colleagues who are overseeing a range of B2B and B2C campaigns.
"Everybody's talking about content right now," says Andrew Seibert, chairman of the custom content council. "What it gets down to is that brands want to talk to audiences in a meaningful way."
The CCC, an association of custom publishers, pursued the theme of "exchange" based on feedback from a successful conference it held in Chicago in March: a real thirst was shown—from publishers to brands to strategists—to hear from each other, says Seibert.
Presentations at the Content Strategy Exchange were focused around building and refining content strategies that will yield genuine audience engagement. To that end speakers from a variety of backgrounds shared their knowledge.
Sean O'Neal, the Global CMO of Mail Online, presented a study conducted in partnership with Digiday, which looked into the trends around branded content marketing. The audience might not need to be sold on why branded content is good or growing, says Seibert, but it served as a purposeful message to get the conference started. The study showed that 72% of brands indicated increased spending on branded content in the past year and 69% predict a budget increase in the next 12 months.
Alison Hillhouse, vice president of insights and innovation at MTV, shared the cable channel's research on younger Millennials, ages 13-17, and trends surrounding how the age group is consuming content. Meanwhile, Bob Namar, content editorial consultant for Morgan Stanley, spoke on his audience of high-net-worth and ultra high-net-worth individuals, and Chris Moseley, vice president of product management and brand oversight for Rockettes/MSG Entertainment, described the need to extend the Rockettes brand through personal storytelling.
And despite the fact that MTV has very digital-driven branding needs, while the Rockettes seek an in-person, event-driven audience, a common theme emerged at the conference, says Seibert. "That was the great thing about the conference: We really did hit a wide spectrum of content producers. It came back to knowing your audience, understanding them, and creating a strategy around that."
Seibert hopes that attendees left with a game plan for creating or boosting their branded content strategies. "If you came and you didn't have one you weren't overwhelmed, but if you did you could go back and make sure you're on track," says Seibert, who is also a managing partner for content marketing firm Imprint.
The Custom Content Council is also collaborating with Publishing Executive on a content marketing panel discussion at the Publishing Business Conference & Expo in September. "Beyond Custom: Developing a Killer Content Marketing Strategy Content" will investigate the opportunities that branded content presents to publishers. The session will help participants find the best way to incorporate content marketing services from a strategy, revenue and workflow perspective, and identify best practices for publishers in this emerging sector. Seibert will join the session, as well as Dan Davenport, content director of Meredith Xcelerated Marketing (MXM).
For more information go to: www.publishingbusiness.com
- Denis Wilson
Denis Wilson was previously content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzed and reported on the fundamental changes affecting the media and marketing industries and aimed to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.