The Future of Content Marketing at Advertising Week

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The Adolescence of Content Marketing, a standout session from Advertising Week 2013

Advertising Week, described as the world’s premier annual gathering of marketing and communications leaders, lived up to its name this week. Executives from all across the world convened on the week long conference, which featured more than 80 presentations on topics from media planning to marketing metrics.

One standout session, entitled “The Adolescence of Content Marketing” brought together a mix of well-known technology and marketing executives, including Shazam CEO Rich Riley, Dreamworks Animation CEO Jeffrey Katzenberg, and Networked Insights CEO Dan Neely, to talk about the future of content marketing.

Networked Insights CEO Dan Neely at Advertising Week 2013

Part of the session was a lively panel discussion, led by MediaLink President Wenda Millard, about the developing role of technology in the content marketing ecosystem, where most agreed that the top line concerns for marketing were the need for insights about the type of content they should create, insights about how content is shared, and the need to keep up with the speed in which consumers create their own content.




The panel also explored the role that social data currently plays in content marketing and its increasing importance for marketing ecosystem as whole. Dan Neely spoke to this point, noting that social data is an incredible resource for creating more relevant and resonant content due to its scale, ability to provide real-time insights, and ability to illustrate how content is shared online.



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