My presentation from the Golden Drum festival based on an update of my A gimpse into the future of branded content marketing article for Contagious earlier this year.
It’s based on having asked diverse group of marketing experts from around the world what they think will be different about branded content in five years’ time and what they think will remain the same.
The responses have ranged from 140-character slogans to novel-length epics, which I collated in a report published earlier this year in the Best of Branded Content Marketing: 10th Anniversary Edition e-book, part of a series I conceived and curates in partnership with the BCMA.
I share the key themes from the report as well as some of the insights and opinions from my latest research, including: how branded content will be at the heart of every marketing strategy; the new (open and collaborative) agency models emerging; the need for strategy to go beyond the desk and dashboard to find real insight and opportunities; as well as measurement, personalisation, optimisation trends and beyond.
You can see my write up the presentation on LinkedIn.
#Socialautomation vs more authentic social voice #LikeMinds #SMWLDN @TheDrum @spicerlife @cyberialab
Stephen Lepitak at The Drum mentioned this video he shot last month of social automation tips from Hootsuite’s solution team leader Lindsey McInerney. Interestingly, there was talk of brands becoming people as well as need for the person tweeting on behalf of the company to FEEL the business from the likes of the food critic Kate Spicer and my strategy colleague Eric Schwamberger at Tenthwave, during the Like Minds Social Media Week London panel on food. It will be interesting to see how this call for more humanistic authenticity can be reconciled with the rise in social automation, earned media planning, etc.