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Saturday, March 14 • 3:30pm - 4:30pm
Are Brands Sabotaging Their Own Content?

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A successful content marketer is both artist and mediator. It's his or her job to create and defend a winning idea that delivers value for the reader and the brand. But anyone involved in this space is well aware of the “too many cooks” metaphor – an overabundance of ideas, options and voices will pollute even the most brilliant execution. Since branded content is inherently multi-led, how can you co-create without publishing a muddled product?
In a kitchen with 2-3 executive chefs how do you stop brands from sabotaging their own content? The answer lies in developing a highly disciplined, collaborative process that manages expectations and goals across the process chain from brand all the way to content creator. But we won't lie -- it's hard. Very hard. Our panel will consist of content marketers from brand, agency and publisher teams that are leaders in the space, and thus able to speak to best practices for creative collaboration and co-creation.

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avatar for Seth Coffrin

Seth Coffrin

Group Mgr Media Strategy, Target
Seth Coffrin is a media strategist with 10+ years of experience specializing in how media, creative and technology come together to create meaningful content and experiences for consumers across all platforms. He runs media strategy for Target’s style categories including apparel... Read More →

Emily Luger

Program Architect/Content Studio, Team Detroit
Emily has been working in content marketing for most of her career; notably as a Director of Content Strategy at Federated Media, creating and executing large-scale content marketing programs like American Express OPEN Forum. She has recently joined the ranks of Team Detroit as the... Read More →

Liz McDonnell

Director of Marketing, The New York Times
avatar for Alyssa Vitrano

Alyssa Vitrano

Content Strategy, Federated Media
Alyssa Vitrano is a Content Producer with 15+ years of experience in print, broadcast, digital, and social media. She runs Content Strategy for Federated Media, driving innovation across all video, social, and written content marketing campaigns for brands such as Target, smartwater... Read More →

Saturday March 14, 2015 3:30pm - 4:30pm CDT
Hyatt Regency Austin Hill Country ABCD

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