What consumers want and how to get it to them: Session 2 inaugural APA International Content Summit

Brands need to be useful and said Nicola Yershon, Director of innovative Solutions at Ogilvy who was first to the stage after the break.  This is easier said than done but using live examples from Ogilvy's digital lab, she demonstrated how gaining insight from the here and now can translate into the added-value consumers are demanding. She also called for more bravery from clients - having the courage to invest 20 per cent of the budget into something new. Content is well placed to take this budget given its accountability and proximity to the consumer.

Echoing Ben Hammersley's earlier assertion that measurement is a trend that will propel the growth of content, Juliet Strachan, Managing Partner at HPI, unveiled APA's latest research project: the effect of content on brand relationships. The research that is still in the field outlines the cross media editorial effectiveness  of content. Print is not dead. In many cases print has been found to be the dominant channel in terms of consumer engagement. The study shows that print and digital content have very different characteristics and serve the needs of consumers in different ways. Digital engagement tends to be focused, quick, functional and overview, whilst print consumption is more relaxed, longer and deeper. Each channel does a very different job  and the key for content providers will be harnessing the value of both through a cross-channel content strategy.

Antony Mayfield, Senior Vice President Social Media, iCrossing, took to the stage next to explain how to make content travel through social media. He agreed with Julie Meyer, who earlier said that networking was going to become increasingly important in a business environment. They will also be important in an information dissemination environment. Ultimately, networks help brands compete for customer attention, attention that you can't buy through advertising. Therefore understanding how content moves around networks is vital for brands. He also said that for content to be successful online it had to adhere to three standards: shareable, findable and measurable.

After the break Jeremy Leslie from Mag Culture, John Hill, design editor of The Times, Paul Roach, technical lead for SEO at guardian.co.uk and James Pimentel-Pinto, CEO of Agency Mobile talk about content and distribution.

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