It’s clear that the brands that create valuable content are positioned to succeed and those that continue to use interruptive marketing techniques will be ignored, fast-forwarded, and clicked out of existence.
At SXSW, a panel of marketers and journalists took the discussion one step further. Entitled Brave New World: Debating Brands’ Role as Publishers, noted journalist and NPR host Tom Ashbrook moderated what became a spirited and educational debate.
The session challenged the panelists to answer questions like:
- Is it good for the consumer for brands to become publishers?
- Will markets punish brand publishers who cheat?
Are We Providing Value?
These questions force brands to take a long, hard look at the content they’re publishing and determine whether it’s truly valuable or if it is simply contributing to the info-pollution that’s resulted from an explosion of un-policed branded content. “Information pollution is a real concern in branded content marketing,” said panelist Lora Kolodny, journalist for TechCrunch.
To ensure that your brand isn’t an info-polluter, I’ve written a guest post on the Social Fresh blog outlining four lessons learned from this discussion that will help your brand produce quality, trustworthy content that supports your brand’s story.
Image Source: Ogilvy Notes