Putting the X into Content

Content marketing is the social media buzzword of the year. 74% of brands plan to increase their spend on content marketing in 2014, and millions of dollars of venture capital are being ploughed into startups such as Contently and Kapost. But for every content king such as CocaCola or Red Bull, there are hundreds of marketers across the globe creating meaningless digital white noise. Molly will examine what valuable branded content really means. She’ll then offer practical tips on how brands can shift their perspective – by focusing on consumers, reinstating silence, and finding the sweet spot between entertainment and utility to bring the content back to ‘content’.