Content Marketing

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I. The Why, How, and ROI of Premium Story-Driven Branded Content (10:00AM – 10:50AM)
The days of interruptive marketing are numbered. Consumers now control when, where, and how they interact with brands. If brands want to be relevant, they need to stop interrupting what consumers are interested and become what they're interested in. If consumers don't want their entertainment interrupted with traditional advertising then the advertising must become the entertainment. In this discussion, Beebe will discuss why brands should think and act like a media company, how premium story-driven content — from brand films to webisodes to documentaries — can transform marketing from a cost center to a revenue center, and win the hearts, minds, and wallets of consumers. Brands that engage consumers with story-driven creative and content will ultimately win the most valuable prize there is -- brand loyalty.

David Beebe, 
Emmy-winning Producer & Brand Storyteller, Content Decoded

COFFEE BREAK (10:50AM – 11:10AM)

II. Building Relationships through Storytelling  (11:10AM – 12:00PM)
When we come home from work and decide to share with our family the travails of the day, we usually tell them a story. “You won’t believe what happened today,” we start. You could say that we’ve been born this way. Humans have been stringing valuable and interesting bits of information into narratives with heroes solving problems and overcoming obstacles ever since we’ve acquired the unique ability to speak. Companies have recently rediscovered this ancient art and many have started using “brand journalism” and “content marketing” to relate to their employees, customers, investors and the outside world in general. GE has been telling stories for nearly a decade. Tomas will present his insights from the company’s journey.

Tomas Kellner,
 Editor-in-Chief, GE Reports, General Electric

Come prepared to pose questions, exchange ideas and get insights from the group to current challenges, future opportunities and best practices in this “off the record” peer-to-peer conversation.

III. Branded Content and Distribution 
(1:15PM – 2:00PM)
This presentation will consist of an overview of the Discovery Communications strategy for distributing branded content across Discovery’s linear and digital platforms.  In five years, Discovery has run over 4,000 hours under this model across 10 of its 11 domestic networks including digital and global extensions. The presentation will cover best practices and the various content applications and examples of how brands have contributed to editorial and strategic development in order to  amplify the branded content message with a supporting multi-media marketing platform of Discovery’s assets beyond just the linear and digital distribution.

Aymon DeMauro,
 VP Branded Content Distribution, Discovery Communications, Inc.
John Chianese,
Director - Solutions Ad Sales,  Discovery Communications, Inc.