SMW PANEL: [I: Defining Content Marketing] [II: Defining Success] [III: What's Next]
As part of Percolate’s programming track, The Content Marketing Revolution, we hosted a panel discussion titled “The Biggest Challenges for the Biggest Marketers” – a 30 minute discussion on how the world’s largest organizations were dealing with the dramatic shifts in content marketing.
Joining us were representatives from three major brands – Brandi Boatner, Digital Experience Manager at IBM, Andrew Bowins, Senior Vice President of Digital Corporate Communications at MasterCard, and Michelle Klein, Vice President of Smirnoff Global Marketing Communications in Digital at Diageo.
In the final summary the program, our panelists discuss broader industry shifts in digital and social, moving from campaign-based to sustained communications, and what needs to happen next for the industry to continue to move forward.
Jordan Bitterman, Mindshare [moderator]:
We’ve mentioned before that the industry is moving from campaign-based to sustained communications. That takes an awful lot of content and a lot of expense. Why is creating content worth it?
Brandi Boatner, IBM:
We have to. We’re a technology company. We’ve always tried to stay ahead of the paradigm shifts with technology in social. We were always early adopters of social computing and social media guidelines. What we realized is that as our customers changed, as consumption and buying behaviors change, we needed to adopt.
Look at things like cloud computing. There’s the joke with Amy Poehler right now with Best Buy’s commercials – “Are we in the cloud right now?” – but cloud computing has really changed our business. If you look at all of the content that we create just around cloud computing, that content we create has to resonate. Without it, how would we be able to accurately describe what is cloud computing?
Andrew Bowins, MasterCard:
IBM has done it so well and have taken a business that is largely enterprise and B2B and made the story resonate down to the consumers, down to the town level, the cities, the government.