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The pair talked about the importance of having a content strategy. In particular Brice stressed that brands needed to prove to search engines that they are a true publishes, Also that the content that they produce is both authentic and relevant. He concluded by stating that the essence of web content was answering the questions that consumers will have, which should form the heart of the strategy.
Geoffray then showed a video which illustrated what Sofitel Hotels' approach is. He then went on to talk about the importance of ensuing that the whole of the company is aligned with the content strategy, because they all have a role to play in producing content.
Next to take microphone was Arjun Basu, Content Director, Spafax. Spafax is a successful content marketing agency. Arjun's speech focused on how humans are hard wired to tell stories. They don't care how was it is delivered to them. However he pointed out that in order for them to do this successfully brands have to think about the pieces, the complete story, and not just the way it is delivered. He also told the audience "not to be a panda" and just rely on one thing e.g. one platform. The content people create needs to be adaptable to different formats and channels - if you base all your business on one thing and it fails then your business is gone.
Then the microphone was passed to Jan Rezab, CEO & Co-founder, Socialbakers, which is a digital agency with a focus on social media. Jan explained how social media is changing the time both brand and platforms, and noted that brands have published fine times more content in 2012 than in 2011. He predicted that this was going to continue on an upward trend.
However one of the mistakes brands makes is to focus too much on a global basis rather than a local one. He mentioned Starbucks as an example of a brand that has taken its global Facebook page and created country specific pages in a way to localise its marketing output. He noted that people only really care about and are willing to engage with local content as it has more relevancy to them.
He also said that there were three stages of social media. One is brands creating pages on platforms. The second is to build up an audience while the third is to use content to engage with consumers.