This is for a Panel in the category for a Beginner audience.
The rise of branded content brings new opportunities to journalists. Yet some remain wary, unsure of what it means to work in a brand newsroom or whether they’d be a good fit. At Angie’s List, our 70-person content team is made up of many writers, editors, videographers and designers who made the transition from legacy media, so we speak with firsthand knowledge about how information gathering for a brand differs from working for a traditional media outlet, the kinds of skill sets needed to produce online, mobile and print content, the role of metrics in defining success and other lessons learned along the way. Some of the questions we’d address:
1. Why is content increasingly important for brands?
2. What opportunities are available for journalists coming from legacy media organizations?
3. Why is a content strategy that emphasizes metrics and testing so critical to a brand’s success?
4. Are brands capable of creating quality content and how is quality defined?
5. How do you preserve standards of integrity when there’s a product to sell?
6. Do partnerships make sense between brands and news organizations?
How does your submission contribute to the diversity of the conference?
With traditional media in a major state of disruption and many talented journalists struggling to find meaningful work, the opportunities in brand journalism should be relevant for many attending ONA14. In fact, Forrester Research reports that 79 percent of marketers planned to generate branded content last year. We have plenty of valuable insights to share but we'd also be very open to participating in a panel discussion with representatives from other content brands, such as Pepsi, Nissan, Dove or Red Bull. Our contribution to diversity lies in the fact that we are a legacy media veteran (Sue) and an audience development manager at the start of his career (Brock). We are also a new voice in the discussion, hailing not from one of the coasts but from the heartland (Indianapolis).
What will your audience have gained by the time your session is over?
Suggested Speakers
Brock Benefiel | @brockbenefiel
Sue Wiltz | @SueMW