This morning I had the pleasure of co-chairing/hosting the Brand Innovators Content Marketing event in Dallas, Texas. It was a great turn out and it was good to hear the personalized stories, trials and successes of the various brand marketers in attendance.
Many points were addressed including the impact consumer centric content marketing can have on a brand to the role of user generated content, employee advocacy, brands as editors and generational content strategies.
My perspective is that relevant content can be the connector to modify or impact behavior. Understanding how to leverage the content continuum (created, co-created, integrated and curated) with a highly contextual and timely message while also ensuring that your message architecture is consistent across channels is the key to executing a successful strategy.
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