I was lucky enough to be invited by Brian Morrissey to present at Digiday Brand Summit in Nashville. It was a great event that brought incredible thought leaders together to talk about content marketing with the theme “The Rise of Content.” While there, I was able to hear from superstars like Eliza Esquivel of Mondelez International, Jason Loehr of Brown-Forman and Tammy Gordon of AARP talk about their approaches to content marketing. The underlying message was always the same: create unique and engaging content that is right for your customer base. Content marketing is not about posting LOL Cats just to get Likes. It’s about finding the right message that resonates with that you’re trying to accomplish and finding ways to create value for your customers.
My specific angle on the content marketing discussion was around Betabrand’s ability to create passion for our products and to capture the imagination of our customers. It’s due to a smart, irreverent voice driven by our core audience. With a focus on entertaining content directed to various, but specific demographics, Betabrand has been successful in building a loyal community and establishing a brand identity. I explained Betabrand’s unique content strategy and how brands can find their personality.
If you’d like to see the slides on content marketing, check out the deck on SlideShare. Cheers!
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