Because the best marketers deserve great content.
8 Thought Leaders on the Future of Content Marketing
A few weeks ago, we announced Transition 2018 – our fifth annual marketing conference series all about the future of content marketing. Over the last five years, Transition has been a global destination for CMOs and marketing thought leaders to share best practices, predictions, and stories with peers and innovators from some of the world’s largest brands. Here are eight memorable moments from Transitions past that will show you why Transition 2018 will be an event not to miss.
1.“The need for content creation is skyrocketing, and frankly we don’t envision it slowing down.” –Vikram Singh, Electronic Arts
At Transition SF last year, EA’s Senior Director of PMO, Vikram Singh explained how his brand was coping with the rising cost of content. Vikram estimated that it takes their team 30 hours to create only three seconds of video graphics. With such high stakes for every advertisement to generate ROI, Vikram has been leading the charge to change the way his team plans and produces content by implementing new tools and processes for efficiency and effectiveness.
2.”Marketing is becoming less of a defined function and more a way of thinking to drive company growth. Marketing’s playing an increasing role in not just marketing, but in running the whole company.” –Rishi Dave, Dun & Bradstreet
Last September at Transition NYC, Dun & Bradstreet CMO Rishi Dave sat down with our Co-Founder and CTO Noah Brier to discuss the mental models and leadership tactics they both employ to prepare for the future of content marketing. Rishi spoke about how he continues to see the fundamental tenets of digital marketing shape the way other departments operate and drive growth.
3.“Storytelling in advertising is dead. The future is all about storymaking.” –Raja Rajamannar, Mastercard
At Transition 2017 in NYC, Mastercard CMO Raja Rajamannar discussed his observations of the changing marketing landscape with our Co-Founder and President James Gross. In a world where millions of the most affluent consumers are using adblockers to escape marketing content, brands must do more than merely tell stories – they have to make an impact. Raja describes how Mastercard is making a deliberate shift to evolve from creating advertising to creating experiences.
4.“Fans will do the work for you if you give them the opportunity to tell their own stories.” –Jennifer Sey, Levi’s
As one of the United States’ most iconic apparel brands, Levi’s has touched the lives of generations of consumers. At Transition 2016 in NYC, CMO Jennifer Sey showed how her team leveraged this emerging trend to create the #LiveInLevis campaign, which continues to redefined what the brand – and its products – means to its global audiences.
5.“We have to do a good job of developing and distributing content to all of our cities and all of our markets across the world.” –Ryan Lauder, TaylorMade
At Transition NYC in 2017, Ryan Lauder, Director of Consumer Engagement at TaylorMade, shared the strategic thinking behind building a traditional media house within TaylorMade. He discussed how his team collects content during live events, turns it into engaging stories, and shares that content with regional teams around the world.
6.“[We’re] taking the channel out of the campaign and content production system.” –Ben Jefferies, BP
At Transition London last October, BP’s Head of Digital Publishing, Ben Jefferies shared how the company is achieving omnichannel excellence by developing a channel agnostic content strategy. For BP, the future lies in perfecting the brand message upstream and optimizing individual pieces of content for their distribution channels in the latter stages of their process.
7.“To be relevant you need to have a content bank this big, and you need to present the content in such a way that it has value.” –Karl Meinhardt, Albertsons
Albertsons’ VP, Digital Marketing Karl Meinhardt, presented at Transition NYC in 2016 on how his team is transforming the brand’s engagement strategy from coupons in the local paper to hyper-targeted advertisements on social media. As he explained, one of the biggest challenges of increased personalization is an increase in the amount of content the team must create and manage.
8.“Asking ourselves what the future of marketing looks like should be less of a priority than building an organization that can deal with whatever future ends up arriving.” –Noah Brier, Percolate
At Transition NYC in 2017, our CTO and Co-founder Noah Brier discussed one big thing that most marketers miss when they think about the future of marketing. Since change is constant and inevitable, adopting processes and technology that can help you thrive in any future is ultimately more productive than speculating about what that future might hold.
Want a front-row seat to insights from more marketing thought leaders? Join us for Transition 2018, which comes to San Francisco on April 19 – space is limited, so request your invite today. And, if you can’t make it to San Francisco, be sure to join us in London and New York later this year.