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According to Deanna Brown, CEO of Federated Media Publishing, “Content, in the right context, is ultimately king.”
The publishing industry is undergoing a massive disruption, in which storytelling, advertising, and technology are beginning to intersect. By having unhindered access to social and mobile media platforms, brands are experimenting with paid, owned, and earned media to reach connected consumers in their channels of relevance. As brands dabble in publishing, traditional marketing and advertising networks are also evolving.
Federated Media is no stranger to the game. On this episode of Revolution, Deanna Brown explores the current state and future of brand publishing, content marketing and monetization models, and most importantly, what it takes to engage with connected consumers. As Brown observes, this is no longer about eyeballs and impressions, but instead about premium offerings and meaningful engagement. For brands to find success in new media, she believes that brands must look beyond traditional marketing and tell great stories without pushing messages.
If businesses can be transparent, be authentic -- in the right context -- then the brand and the brand story can be conversational and influential.
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