CMOs are investing so much into content that ‘VP of content’ will soon be a common role within a marketing organization. As brands scale their content efforts, Becil said the key is to understand your brand and its strengths as well as your audience; he cited Equinox’s provocative #Equinoxmademedoit as an example of a campaign that represents the brand and evokes emotion in the audience. Bigley also noted the importance of transparency and authenticity in your brand’s content.
Meanwhile, Martinet emphasized the importance of humanizing the brand and creating a persona far beyond the products you sell. “You can be both serious and fun. People are multi-faceted –- brands can be, too,” she said.
“It’s better to be bold than boring,” said Becil.
Here’s the cast: Deirdre Bigley, of Bloomberg LP, Carlos Becil of Equinox, Sanjay Dholakia of Marketo and Stacy Martinet of Mashable