It wasn’t long ago that brands had simple choices as to how they would reach their target audiences. Mass appeal was attained through limited available channels, such as TV, print and radio. Credibility was then maximized by engaging a journalist to help tell their story.
Enter 2014. Customers now have a seemingly infinite number of ways to consume media, and potentially more challenging for brands, their target audiences are influenced from every direction by friends, family, customer reviews, bloggers and beyond. So how exactly does a brand effectively reach their desired audience and build a positive relationship through the excessive noise and clutter of today’s new media environment?
It starts with great stories. Great stories that ultimately inform, educate or entertain your audience with the end goal of driving an actionable result to solve your audience’s challenges and needs. Here at Weber Shandwick, we have always helped our clients tell great stories. But now, we have developed an offering that applies much more rigor to the process. Enter Mediaco, our approach to content marketing that’s helping brands transform their operations, strategic approach, and marketing tactics across paid, owned and earned media.
This coming Wednesday at the 2014 IN-NW Conference, I’m excited to represent Weber Shandwick by bringing three content marketing leaders together for a discussion entitled “Content Marketing: We Are All Media Companies.” Joining me will be Emily Agerton, senior brand manager from LifeWise Health Plan of Washington and Oregon, Weber Shandwick’s Senior Vice President and Managing Editor Jason Kaufman (formerly of MTV and AOL) and King 5’s Director of Digital Media Mark Briggs.
Here’s a great shot of our panel from last year:
— Justin Tsang (@justinjtsang) February 13, 2013
Through the varied perspectives offered by our guests and by showcasing specific examples, we’ll explore how brands are navigating through the new communications environment. So come join us, say hello to the team and grab your tickets to IN-NW today.