Brand Publishing

July 2nd, 2013

Weber Shandwick’s Digital Chief On Emerging Content Opportunities [VIDEO]

In April, a cadre of 200 publishers and advertising specialists gathered in New York’s Bowery Hotel for Contently’s Social Content Summit, which featured insights from nine professionals who have emboldened their brands through unique content and social media.

Contently co-founder Shane Snow sat down with each panelist to discuss the future of content marketing and social media. This is the fifth of a nine-video series sharing some of the day’s learnings.

Brands are working with large agencies on content-first digital strategies. Chris Perry, president of digital communications at PR firm Weber Shandwick, tells how agencies can help clients navigate the content space with a model typical to publishing companies.

Perry says that the emerging content space is “distinct, different, new and complex,” so the importance of building a balanced content strategy is paramount. The talent, production, and distribution elements each need careful examination and investment.

But the most important investments are the commitment to build over time, and a budget allocation commensurate with the writing skill needed.


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