Content marketing is not new, and not generally news anymore – but the question remains: is it just a tactic, or a strategic core for brands? I’ve written about this before, as in the article “2013: The Year Branding Marries Content?” Now, with the explosion of content conferences, agencies, consultants and Chief Content Officers, it seemed time to revisit the topic and see if that marriage has truly been consummated… and what it takes to create a content brand today.
Accordingly, this month’s Roundtable includes one of our experts from the aforementioned article, Michael Brenner (then of SAP, now head of strategy for content provider/platform NewsCred) along with two other content leaders. You’ll hear successful practitioners Doug Kessler, Creative Director and Co-Founder at the content-centric UK agency Velocity Partners and Chris Moody, Director of Marketing / Content & Social for Oracle.
Be sure to download this month’s full Branding Roundtable to get their answers to key questions, including:
- Is there such a thing as a content brand?
- Is content just a tactic, or central to brand strategy?
- What kinds of resources are required for content success?
- How can brands counter the overload of content and reported declines in engagement?
- Is content shifting from organic distribution to a primarily paid model?
- Is native advertising really an effective approach to content?
- Does content work for all categories of brands, or only some?
- How do you measure the success of content marketing efforts?
- What is the biggest opportunity ahead for content brands?
- What is a great example of a particularly effective content marketing program?
- Once you’re read the Roundtable, please return here to share your own comments and insights.